Your brand voice is one of the most important things in establishing your business. It directly impacts how your customers and target audiences perceive your brand and its products. A brand's voice can be upbeat, casual, snarky, on point, laid back, motivated, or a unique combination of these elements.
Brand voice is the way your company presents itself to the world. While some brand voices are similar to others, each is at least somewhat original. When your CPG brand can define its exact voice, it'll come across as more attractive to its audience and inspire loyalty and trust.
Here are some practical ways to boost your brand voice in 2023 and beyond.
1. Know how your brand and your audience fit together.
If you don't know what makes your brand unique from all the rest, or if you don't know your audience intimately, you won't understand how the two fit together, and you'll risk alienating said audience. It's a waste of time and money to engage in CPG marketing for your brand until you've nailed your brand and audience. Once you know them, however, it makes your job as a marketer easier than you ever dreamed.
2. Write down guidelines for adhering to brand voice.
Everyone that works on your CPG marketing needs to have a deep understanding of your brand voice if they're going to write ad copy and content consistent with that voice. Writing down guidelines that define and explain your brand's voice clearly will help make your brand voice consistent no matter who's doing the marketing.
3. Test your marketing materials and get as much feedback as possible.
There will be inconsistencies in your CPG brand voice from time to time, no matter how much you train your staff. This is where testing comes in. Your target audience will be sharp at picking up on inconsistencies. If you listen carefully to the feedback given, it'll help you become more consistent in your brand voice over time.
4. Don't be afraid to evolve.
Some brands are inflexible once they nail their voices and refuse to change even the smallest details as doing so might impact the voices negatively. However, change is inevitable, and it's possible (and even necessary) to make adjustments to your brand voice as you grow and market conditions or trends change. So long as the changes show gradual growth and evolution while they continue to reflect your brand in a unique and positive light, they're likely to be well received.
Whether your CPG marketing strategy relies on performance marketing or it's a more traditional model, boosting your brand voice has benefits that go far beyond a unique style or tone. For more help with your CPG marketing, check out everything Hangar-12 has to offer.