8 Ways To Create An Authentic SMB Brand Voice That Stands Out

"Your sales rep just closed a major contract, and your marketing team crafted a stellar press release. It's perfect—filled with the right buzzwords, tailored for the industry… and utterly lifeless.

Crickets...

Your customers won't connect. And neither will the media. Why? Because it lacks of the most important factors for SMB success:

A unique, authentic brand voice."

The world is saturated with content. A strong?SMB brand voice?is one of the few ways to set you apart, attract loyal customers, and elevate your brand as an industry leader.? ?

Even as a small or medium-sized business (SMB), you don't need a large marketing budget to create a solid?brand voice.?

The key is understanding who you are and expressing that identity with confidence.

Let's explore:

8 Concrete Ways to Find your?Authentic SMB brand voice

And avoid common pitfalls that genuinely distinguish you from the competition

1. Define Your Core Values: The Foundation of Your Brand Voice

Start with the 'why' of your business. What do you stand for that goes beyond just generating profit? Your values form the bedrock of your brand voice . Unfortunately, many brands fall into this trap. They sound generic and need to redefine their values.?

A software development SMB with core values like innovation, transparency, and customer empowerment will naturally project a different voice than a traditional, values-driven firm.

2. Know Your Ideal Customer: Speak Their Language

Who are you trying to reach? Understanding your target audience's pain points, goals, and sense of humor (if you can capture that) is critical to crafting a brand voice that resonates. A common mistake is trying to appeal to everyone, which dilutes your message.?

For instance, a local accounting firm catering to stressed, jargon-averse small business owners will use a reassuring, plain-language voice to stand out from competitors who rely on complex financial terminology.

3. Analyze Your Competition: Find Your Differentiator

Examine how competitors present themselves. What words do they use, and what's their overall tone? Pinpoint areas where they leave room for you to establish a distinct brand voice.??

Suppose an IT consulting SMB notices the competition relies on technical jargon and stoic corporate language. Such a case presents an opportunity to carve out an approachable, customer-centric brand voice that stands out by avoiding industry cliches.

4. Embody Your Personality: Let Your Uniqueness Shine

SMBs often have an advantage over larger corporations: the ability to inject more personality into their brand. Are you the helpful expert, the quirky innovator, or the down-to-earth partner???

Many businesses try to sound overly corporate, losing their charm. Don't be afraid to let your personality come through in your brand voice.?

A craft brewery, for example, might embrace its quirky, experimental side with playful, offbeat marketing copy to differentiate itself in a crowded market.

5. Maintain Consistency: Build Recognition and Trust

Your brand voice should be recognizable across all your content, from website copy to social media posts and customer emails.??

Inconsistency muddles your message and makes you less memorable. A consistent voice builds trust and makes your brand more recognizable. Creating a style guide outlining key language and tone preferences helps ensure your team is always on the same page.

6. Be Human: Connect on a Personal Level

Avoid stiff, overly formal language. Write conversationally, just like you'd speak to a colleague or friend. Many brands sound robotic and impersonal. Contractions and occasional informal phrasing can make your brand voice more approachable and help you connect with your audience.

7. Tell Stories: Make Your Brand Relatable

People love stories! Use storytelling to illustrate your values and make your brand relatable.?Don't list features and benefits – tell stories that resonate emotionally. ?

A local bakery that shares stories about supporting community events on its social media shows its commitment to being a good neighbor, giving it a compassionate and memorable brand voice.

8. Evolve: Keep Your Voice Authentic

Your brand voice isn't static; it should grow with your business. Revisit it regularly to ensure it still rings true and reflects where you are today.?

Some businesses get stuck in the past, with a stagnating brand voice. A successful startup's voice might shift slightly as it scales up, reflecting its growth while maintaining its core personality.

Your brand has a unique story to tell. Finding your authentic voice lets you share that story with the world. Embrace the process, and let your brand personality shine!

Did you miss our last edition on how to build an SMB brand purpose that garners loyal customers ? Do not hesitate to check it out as part of this series.