Small business owners are responsible for a plethora of tasks. So, it’s no surprise that monitoring the amount of content their brand produces doesn’t typically make it to the top of the priority list.
Unfortunately, disseminating quality content into the digital atmosphere is as important to your business’ survival as pollinating bees are to the yield of many crops.
In both situations, lackluster reach translates to diminishing returns on investment.
A majority of people, 70% to be exact, prefer obtaining valuable information from a brand through articles rather than advertisements.
Plus, 68% of your potential clients reflect positively on your brand after reading, viewing, or listening to content it created.
To ensure you reach as many qualified leads as possible with a direct and consistent message, you must evaluate your brand from the inside, out.
You may be hesitant to the idea that your brand should deliberately convey its opinions. I’m not talking about political or social perspectives, necessarily.
Let me explain…
As a limousine operation, it’s immediately clear that your company offers luxury transportation.
But, have you have thought about why the service is beneficial to your market?
For example, the presence of your chauffeurs demonstrates the fact that you do sell more than transportation.
You sell peace - your clients can surrender the wheel and relax while someone else drives them.
You sell safety - guided by licensed, professional chauffeurs, your clients can ride knowing their lives are in qualified hands.
Once you determine the more abstract benefits of the services you sell, conduct a bit of market and audience research. Construct an opinion that differentiates you from your competitors and resonates with the people who are most likely to inquire about your company.
While your brand’s point-of-view encompasses the subject matter you say or write, its voice involves how you speak or write about that subject matter.
To determine your brand’s voice, ask yourself one question: What adjectives do you want a client to use to describe your brand?
Seriously, write a list of words down.
Positive, professional, candid, appreciative, comic, or dignified. These are just some options you could choose.
The adjectives you select should be based on a healthy combination of your company’s core values and your audience’s overarching personality traits.
Alternatively, if your brand were a person, who would you want it to be and what adjectives would you use to describe him or her?
The characteristics of your brand’s voice will be matched through every piece of material you and your team write moving forward.
Both point-of-view and voice remain constant across all forms of communication.
Tone, on the other hand, varies from channel to channel and platform to platform. It is determined case-by-case and depends largely on situational aspects.
Choose 3-5 common scenarios you would need to address through any speaking or writing measures and assign adjectives to describe the tone your brand should adopt.
Use the example scenarios below:
Positive comments: [insert adjectives to describe the tone your brand messaging should take]
Negative comments: [insert adjectives to describe the tone your brand messaging should take]
General inquiry: [insert adjectives to describe the tone your brand messaging should take]
Facebook post: [insert adjectives to describe the tone your brand messaging should take]
Instagram post: [insert adjectives to describe the tone your brand messaging should take]
Email: [insert adjectives to describe the tone your brand messaging should take]
Give your team examples of how to stick to your brand’s tone.
For example, when responding to positive comments, you may reply in an appreciative tone. Your brand’s response would look or read something like this…
“Thank you so much for your kind words! Company XYZ truly appreciates your business. To say we are overwhelmed by your support is an understatement.”
This is just one example of the various ways you could approach a positive comment about your company.
Advancing your messaging strategy is a fundamental step towards defining a robust brand identity for your limousine business.
Avoid becoming “just another luxury transportation company” by building personality into your brand and the content it delivers to current clients and potential leads.