Marketing Through Words: Building Your Brand With Spoken and Written Words
Marketing is probably one of the biggest departments you’ll invest in when you start a business. When done right, this significant investment should yield returns bigger than you could imagine. That is, of course, if you can do it right.
In establishing a reputation, nothing beats establishing an identity through brand marketing. This way, you can promote your products, services, and other offerings in a way that emphasizes who you are as a company.
Marketing your brand helps link your values, personality, and identity with all communications directed at your target audience. In short, your brand serves as the bridge between what you offer and who you’re offering it to.
In this article, you will learn how you can achieve all these with spoken and written words.
Marketing Using Spoken Word
Spoken words are powerful. Not only does it allow you to express yourself to the fullest, but it also ensures that the message is delivered with the right emotion and conviction.
When used in marketing, spoken words can help establish a connection with customers. In fact, it can even offer you a better chance to create a relationship with them.
The spoken word has several distinguishing qualities, and one of them is interactivity. Because of its unique set up, speaking conversations provide a chance for receiving and answering immediate feedback.
Take lawyers, for example. They build their brand around their professionalism and expertise in the business, which means being able to answer questions from prospects can help them establish their reputation.
With activities like sales dialogues, prospective clients are given a chance to ask questions which lawyers can immediately respond to. They can also express their grievances and opinions, which can be clarified right away. This rapid exchange can hasten the sales cycle.
Another good quality of the spoken word is that it is multi-sensory. Aside from hearing the words, the audience can get more meaning, motivation, and depth into what is being said by linking it to intonation, volume, energy, rhythm, and body language of the speakers.
Of course, that is only one form of speaking engagement you can try. You can create plenty of opportunities to use the spoken word to make your brand known on all levels. Be it presentations, seminars, meetings, and even informal exchanges; each one serves as a golden opportunity to reinforce your brand’s message and establish trust with your target market, no matter what industry you’re in.
Aside from those mentioned above, you can also make your presence known during industry conferences. These are designed to engage an audience by providing information relevant to a specific niche, and help establish your brand as an authority in the business.
The Power of Writing in Brand Marketing
While saying something seems to have a bigger impact, especially in this fast-paced world, it would be a mistake to underestimate the power of the written text. In fact, write-ups are necessary for the success of any event, so you shouldn’t do without a good copy or social media post if your goal is to make your brand known in the best possible light.
One good example here is blogging.
Blogging is an excellent way to build a brand because it has already produced results. In fact, acclaimed book author and speaker Mark Schaefer did some digging and discovered that the companies with the best and largest business blogs on Fortune 500 are for brands that already have a solid reputation in their chosen market.
From tech giants like Dell, Cisco, Google, and Microsoft to international household names like Coca Cola, Walmart, Home Depot, and Disney, all of these companies have one thing in common: they consider content as “king.”
With the help of a professional copywriter, you should be able to do the same. Just remember to establish the tone and voice for your brand, and you can make a name for yourself in the future.
Plus, you also need to blog consistently and regularly and don’t forget to share it across all the social media channels where your target market is present. Of course, this doesn’t necessarily mean you must manage a profile for every known social media platform.
The key is to select social media based on your chosen niche and target market.
For example, if you’re aiming for the business and professional crowd, you should make sure that you’ve established a LinkedIn account. This is because the platform serves as a go-to for many companies seeking business partners.
Aside from that, you also need to know your brand’s voice. To figure this out, you should ponder upon three Cs: community, culture, and conversation.
- Community – This C entails learning about how your community speaks. Doing so can help you use the right language in order to meet them in their own terms.
- Culture – This culture pertains to what your company stands for. It should be unique from the competition who are after the same group of audience. Since it is what makes your brand special, it should be the pillar in developing your brand’s voice.
- Conversation – When it comes to conversation, authenticity and personality are the key players. Know what you want to offer or add to the conversation to determine where your voice would fit.
Once you’ve defined your brand’s voice, the next thing you should determine is the tone. Here’s the key difference between the two: the voice covers the big picture in social media communication while the tone dictates the individual application of the voice (e.g., conversations, channels, or interactions).
An easy way to identify your tone is to work from a template. Use one that can help you think about how you should and shouldn’t write in order to stick within your brand’s voice. To make it easier, you can come up with a social media template, like the one shown below:
- Content type – The form of content you are writing (e.g., tweets).
- Reader – Who you’re talking to (e.g., potential clients and marketing professionals).
- Reader feelings – This describes how the reader would feel when they engage in this tone scenario (e.g., eager to find interesting information).
- Ideal tone – This entails using adjectives that reflect how you should sound. It can be helpful, clear, informative, and approachable, among others.
- Sample write-up – This is a brief example of how your writing should sound like.
- Tips – Offer best practices on how to write for this specific scenario.
Marketing Through Speaking and Writing
There are two main ways to communicate with your target market: speaking and writing. While both are powerful in their own ways, using both in your brand marketing strategy can help you get better results since you’ll be enjoying the best of both worlds.
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.