How to Clarify Your Brand’s Voice
And align it with your primary customer avatar
I recently pitched my email marketing services to my ex-boss.
The company in discussion had the following Instagram bio:
Pro Audio and Visual Rental Solutions
Their introductory document termed the company as a:
360-Degree Audio-Visual Rental Company
I crafted a sample email based on the tone used to describe the company.
And to align it with the company’s description, I used a professional and upmarket tone.
Here was the feedback: “This business isn’t very upmarket. And our primary customer might take a second to understand the description.”
I know it sounds contradictory, but he does have a diverse clientele.
However, his primary customer isn’t upmarket.
To solve this, I asked him a simple question —
“What do most of your customers ask for when they call you?”
Answer — “We need a sound setup, and if you do design stages, we need that too.”
The solution to his problem was right there.
I asked him to change the one-liner to: Sound & Stage Rental Company
You see the difference between —
- Pro Audio and Visual Rental Solutions, and…
- Sound & Stage Rental Company
Other than serving his primary customer, the second one has a bonus.
It rolls off the tongue easily.
This might sound like a small thing, but it’s huge when it comes to defining your brand’s voice.
Takeaway —
Listen to how your primary customer defines your company and switch your brand’s voice accordingly.
