As a brand, Chipotle Mexican Grill is unique. Some say their taglines are brilliant; others say they’re silly. Regardless of how you feel about their marketing (or their food), there’s no denying that Chipotle’s voice is distinctive.
Voice is who your audience hears talking when they read your offline or online marketing materials. It’s simply the way the writing “sounds” to the reader.
Most of us would never confuse Charles Dickens with John Grisham. That’s due, in part, to each author’s voice. Like authors, companies both big and small need to define, understand and then use their voice consistently to build brand loyalty and engage their customers.
To see just how unique your voice is, choose a section of copy and try swapping out your competitor’s name for yours. Sounds like it could be them? Then it’s time to rewrite that copy with your own unmistakeable voice.
But even if you think your company’s voice is unique — and especially if it isn’t — conduct a voice audit. Spend some time thinking about the voice you have or want your company to have. Write down some words to describe the voice, such as “authoritative” or “zany.” Ask contrasting questions such as, “Should/does our voice sound more like Mary Poppins, Mary J. Blige or Aunt Mary?” Look at what others are doing and find examples of what you like both inside and outside of your industry and then pinpoint what it is you find so appealing.
Once you’ve identified your voice, describe it in a few sentences and share it with your employees. Everyone in the company from the receptionist to the COO should know what the company’s voice is, how to recognize it and, most importantly, how to project it.
Still not convinced? Stop a second and think about Tom Bodett of Motel 6. You know the voice, the words, the cadence. And, most importantly, you know the company and what they stand for.
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