So how is all this achieved? Well, it’s very much about consistency. This may sound a bit dull, but this is one of the most important factors at play here. Whether your brand voice is witty and wise, or calm and reassuring, you need to be consistent and purposeful about how the voice plays out in your copy.
You’ve heard the quote (often attributed to Woody Allen) that 90% of success is showing up? With your brand voice, it’s very much the same. When you apply your brand voice across all interactions, and you do it regularly on every screen, button, and welcome email, you’re essentially telling your customer “Hello – this is who I am; you can depend on me.”
Brand consistency is how you establish trust with your customer. And trust, as you likely know, is one of the biggest factors that determine whether prospects want to do business with you.
Establish trust and you’ll find your relationships transform. Customers begin to perceive you more as a partner and less as just another brand competing for their attention; this establishes respect and makes the process of doing business so much easier.