OK, so once you have some customer insights, what's the next step?
Articulate the promise that you're making to your audience, some larger idea and purpose for your organization. And then continue to tell that story in of all the things that you communicate. Nike for example, their external tagline is “Just Do It.” But internally their reason for being is, “if you have a body, you're an athlete.” So it empowers everyone, whether you're fit or you're not, whether you're young or old, everyone's an athlete. All Nike products and services ladder up to that. Find the thing your brand ladders up to.
Well, what if you're just the local rib shack seeking modest success?
We've all seen the statistics about the percentage of small businesses that succeed and entrepreneurs whose success wasn't with their first small business. You need to have that unwavering belief, that vision, and lean into it. No matter the size of your business, speak about it and think about it as if it's already hit the big time. As long as that resonates with your audience and feels authentic to what you're endeavoring to do in the first place, it will separate you from your competition.
And what about brand voice? How does one grow and perfect that?
Just imagine you're having a conversation with your end user. That goes a long way in guiding how you write and communicate. If you're in a jargon-heavy industry, some of that will begin to fall away. If you're in a real technical field, it might be different. It goes back to knowing who your audience is and finding out what that conversation would sound like.