The Greatest Way to Grow Your Brand is to Create a Voice

Let’s play some word association. What’s the first thing that comes to mind when you read these brand names?

McDonalds.

Wendy’s.

Subway.

Nike.

Apple.

OK, stop.

I imagine that you easily spit off a word that represented those brands. Why? Because they have established a voice and, in fact, can control the voice in your head to say a word.

For large brands, it’s very easy to establish a voice—one that’s geared toward prospective investors, policy makers and consumers. Why? Because they have deep pockets, a strong strategy, great leadership and capable execution.

For emerging brands—pretty much the rest of us—it’s a little more challenging.

Take 1851, for instance.

1851 was born out of our agency, No Limit, as a way to tell stories—initially about the brands we represented and, eventually, about everyone. At the time of its launch, and through the next 24 months, our readership was limited—most likely to stakeholders of the brands being written about and industry watchers hungry for information. Quietly, though, readers began to pay more attention and they stuck around as we continued to improve our storytelling. Then, as brands started using the platform, the voice gained more traction, buzz and credibility.

Today, 1851 captures the attention of hundreds of thousands of monthly visitors. And that’s because we decided we wanted to create a voice of influence, deliver great service to our stakeholders (our readers and our clients), maintain a timeliness to our delivery of information and continue to innovate our foundational structure.

For emerging brands, you have this opportunity, too. Step one is deciding that you are ready to create a voice.

You have your digital footprint (Website, Social Media, digital PR, PPC, retargeting); your physical footprint (your building and your consumer interactions, such as marketing, products and advertising); and your vocal footprint (the voices of your team, your investors and your current and future customers).

Many brands fail to look at digital, physical and vocal—instead limiting their brand voice to only a few of those critical touch points.

Brick and mortar brands have a few more outlets to tell their stories and create their voices. From cups, buildings and LTO posters, to bathrooms, direct mail pieces and consumer events, lots of opportunities exist—even when a brand has only one or limited locations.

How often do you evaluate your touch points? How often do you improve them?

If you begin by examining your Website, you begin with the most important touch point of your voice establishment. The best part of your Website is that this is the place you control. You control what you say, how you say it and how you display it. You control the experience the user has and the information you provide them. You also control the frequency of information you provide on your site.

Many have been trained to post on Social Media sites daily, and yet, many fail to update their Websites frequently with news and information relevant to them having and creating a voice.

When you create a voice, you establish a groundwork for whatever you are trying to accomplish. You define your brand, the points of differentiation, and your standing. You establish an umbrella positioning that all of your touch points can rest under.

With 1851, we have a voice in that we get to control the editorial we distribute, I get this column to talk with an audience we have established, our brands get to talk with current and future customers and franchisees—and you, our reader, gets to read the things that are hopefully valuable on a regular basis.

What single word do you use to describe your brand? What word do you hope others will say? Perhaps you start there and establish your footprint around it. For 1851, we choose disruptive from a solution standpoint and authoritative from a content standpoint.