Why Every Local Business Needs a Strong Brand Voice (And How to Find Yours)
Every business has a brand voice—the unique personality and style it uses to communicate with customers. Your brand voice is crucial because it helps you connect with the community, build trust, and set your business apart from the competition.
When was the last time you thought about your company’s brand voice? Here’s why it matters and how you can develop a strong, consistent voice that resonates with your audience.
What Is a Brand Voice?
Your brand voice is the unique personality, tone, and style that your business uses in communication, whether through social media, website content, or customer interactions. It is distinct from brand messaging, which focuses on what you say rather than how you say it.
For example, let’s compare two different types of businesses:
A coffee shop might have a warm, inviting, and friendly voice.
A law firm should have a professional, confident, and trustworthy tone.
Developing a strong brand voice ensures that your business’s personality is clear and consistent across all platforms.
Why Every Local Business Needs a Strong Brand Voice
Builds Trust and Recognition
A consistent brand voice makes your business memorable and fosters customer loyalty. Imagine a neighborhood bakery with a nostalgic vibe versus a high-end salon with a sleek, elegant voice.
Example: The Charmery – This Baltimore-based ice cream shop has a fun, quirky brand voice that reflects its creative, small-batch flavors and local pride. Its playful tone and community-focused messaging make it stand out from chain ice cream shops.
Strengthens Customer Relationships
A clear voice creates familiarity and an emotional connection. A family-owned business may use personal, conversational language to connect with customers compared to a large corporation’s more formal tone.
Example: Atomic Books – This indie bookstore in Hampden has a bold, rebellious, and slightly offbeat voice that speaks directly to Baltimore’s artistic and literary community. Their unique tone helps foster strong relationships with customers who appreciate alternative and underground culture.
Differentiates You from Competitors
Many businesses offer similar products or services; your voice helps set you apart.
Example: Diablo Doughnuts vs. Kneads Bakeshop & Cafe – Both sell doughnuts, but their brand voices are distinct. Diablo Doughnuts embraces an edgy, modern, and cheeky tone, while Kneads Bakeshop takes on a more sophisticated tone.
Improves Marketing Effectiveness
A strong brand voice makes your content (including social media, emails, and ads) more engaging and effective.
Example: A local boutique using witty, stylish copy will connect with customers more effectively than a generic, corporate-sounding approach.
How to Find and Develop Your Brand Voice
1. Define Your Brand’s Personality
Ask yourself: What three words describe your brand? (e.g., friendly, professional, innovative)
Example: A pet store might be “caring, fun, and knowledgeable.”
If you run a cocktail bar in Fells Point, do you want to sound upscale and sophisticated (like The Elk Room) or lively and approachable (like The Horse You Came In On)?
2. Know Your Audience
Identify who you’re speaking to and what tone resonates with them.
Example: A tech repair shop targeting young professionals might adopt a sleek and tech-savvy tone, while one serving non-tech folks might take on a more explanatory approach.
A Mount Vernon art gallery catering to collectors and artists will likely use a refined and cultured tone, while a Federal Hill fitness studio might adopt high-energy and motivational messaging.
3. Audit Your Current Content
Review your website, social media, and emails. Does your tone match your brand? Look for inconsistencies and areas to refine.
Example: A restaurant may have found a new brand voice over the course of its five-year run.
4. Create Brand Voice Guidelines
Define tone, vocabulary, and do’s/don’ts for communication.
Example: A coffee shop might use a casual and witty tone on social media but maintain a more professional tone in customer service emails.
5. Be Consistent Across Platforms
Ensure your brand voice is uniform across your website, social media, ads, and in-person interactions.
Example: A restaurant’s brand personality shines through in everything they do, from humorous social posts to heartfelt messages about giving back to the community.
6. Refine & Adapt Over Time
Track what resonates with your customers and adjust accordingly.
Example: If customers respond positively to certain types of messaging, lean into that style. Adjust your tone based on feedback and engagement analytics.
Find a Strong Brand Voice Today
A strong brand voice is essential for local businesses. It builds trust, strengthens customer relationships, sets you apart from competitors, and makes your marketing more effective.
If you haven’t already, take the time to define and refine your brand voice—it could be the key to making your business stand out in Baltimore’s competitive market.
Need help finding your unique brand voice? Let’s chat!
