The Power of Brand Voice in E-Commerce Conversion

In every walk of life, we are conscious of how people see us. We’re aware that our character helps us secure jobs, loans, even friends. It’s no different in business. People purchase from businesses they like and trust. Branding is the first important step towards creating a business that resonates positively with customers.

In this article, the marketing experts at TVCMALL go over the reasons a brand voice is powerful for e-commerce conversion and how you can go about creating a brand voice around your online store.

 

What is a Brand Voice?

Let’s back up a moment and define what we mean by “brand.” Your brand is the perception of your business’s character. And by character, we mean personality, values, and reputation.

Your brand is essentially how your company makes customers feel. And that emotional connection has a significant effect on your business success. According to Salesforce, 64% of customers feel emotionally connected to their favorite brands.

You have a brand even if you haven’t actively branded your online store. When people see your online store stocked with TVCMALL products, they feel something. The role of branding is to steer your audience’s perceptions of your business toward positive responses.

While everything from your logo to color scheme to slogan makes up your brand, your brand voice is present every time your brand speaks, whether through written content, audio content, or customer service interactions.  Your brand voice is essentially the verbal and written expressions of your overall brand.

 

Examples of Brand Voice

Let’s look at some examples to help us nail down what brand voice is.

● Coca-Cola’s brand voice is all about happiness and refreshment. Their slogans reflect the feel-good vibes the company is going for. Examples include “Life tastes good,” “Together tastes better,” and the not-so-subtle “Open happiness.”

● Dove’s brand seeks to empower and support women. Their website states their mission “is to make a positive experience of beauty accessible to all women.” Their copy backs up their mission statement with words like “real,” “authentic,” and “confidence.”

● Old Spice combines humor with masculinity for a unique brand voice dripping with machismo. Their website uses words such as “manly” and “swagger” and a blog titled “The Manbook.”

 

 

How to Create a Brand Voice for Your E-Commerce Business

Now that you have a good idea of what a brand voice is and how it helps your e-commerce business, you’re ready to create a brand voice for your online store.

 

Revisit Your Mission and Values Statements

Everything you do in your business should reflect your mission and values; your brand voice is no different. Remember how Dove’s brand voice springs directly from the company’s mission statement. In the same, consider how your mission and values influence your brand voice.

 

Create Personas for Your Target Audience

Consider who, specifically, you are targeting in your marketing. Are you customers likely to be harried moms with little time? Or teenagers who wear their smartphones as accessories? Think about who your customers are and create a brand voice that connects with them.

 

Examine Your Current Voice

As an online store owner, you likely are the face of your brand. When developing your brand voice, consider how you currently communicate. Sticking to the best, highest version of your real voice is the best way to be authentic and inspire trust in your brand.

 

Consider the Different Ways in Which You’ll Use Your Brand Voice

Your brand voice remains the same across channels. However, adjust your tone for the situation. Before you engage your audience through content or interactions, consider the audience and the situation.

Your blog content has a different purpose than a customer service response email. Or your Facebook content has a different tone from your TikTok videos.

Your tone should be professional, helpful, and apologetic when replying to a customer complaint. On the other hand, a Facebook post should be amiable, while a TikTok video can be more playful.

 

Be Consistent

Make sure your brand voice is consistent with other elements of your brand, such as visuals and colors. Finally, write down the elements of your brand voice and include examples of content that captures your voice well. Refer to this guide frequently to make sure your brand voice is consistent across channels and over time.

 

Develop Your Brand Voice for Success

Your brand voice injects personality into your e-commerce business. Without it, your online store is a faceless clone in a crowded digital space. You need your brand voice to humanize your business and create an emotional connection with your customers.

Remember, though, your brand voice only influences the perception of your business’s character. It’s important that your brand voice is, indeed, an authentic representation of your business. That’s why you always start your branding by reviewing your mission and values. Aligning your brand voice with your values is the only way to authentically THRIVE.