Was it Something We Said? Marketing Gets Personal

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Hey there!

We think you’re fabulous!

We miss you!

Was it something we said?

How many times have you read an email and found yourself thinking, “Do I know this person?” until you realize that it’s not a person, it’s an ad. There’s been a noticeable shift in the way that many companies communicate with consumers. The kind of language and tonality that was once reserved for talking among friends is now a staple of advertising, social media promotions and even products themselves (have you shared a Coke, lately?). Personal pronouns, exclamation points and intentionally loose grammar can now be found in brand messaging across industries and platforms.

So just when did the corporate world start communicating so much more casually, and what does it mean for marketers?

You already know the answer. The Internet has collapsed so many traditional hierarchies that it seems inevitable that companies would start using the kind of breezy, conversational style that dominates social media. Language is power, and always has been. Now it’s just being wielded in different ways.

(c) istockphoto/pixdeluxe

Everyone knows that breaking through the clutter of inboxes and social media feeds is difficult. Sounding friendly can help establish an emotional connection, but calibrating the right tone is a challenge. Adding to this challenge is the fact that a brand’s editorial voice, even when it’s seemingly informal, has to be defined well enough that teams of employees and agencies are able to churn out everything from tweets to long-form copy across a broad array of platforms, in a consistent tone, whether the communication is proactive or reactive.

With so many platforms and so much content to deliver, establishing a distinctive brand voice is more important than ever. And whether your brand voice is casual or serious, here are three key strategies to keep in mind as you develop and refine your brand voice for women consumers.

Demonstrate a point of view.

What does your brand stand for? What does your brand stand against? Standing for something is a wonderful philosophy for any business, and it’s especially effective for small ones. If you develop a personality that invites women to connect with your brand based on a shared point of view or shared values, that’s powerful. For inspiration, look at San Francisco-based method Inc, which produces the much-loved, high design, eco-friendly household cleaning products that people display in their homes like artwork. When I interviewed Eric Ryan, a founder of method, for my book, Why She Buys, he told me, “Our cause at method is getting a bunch of dirty things out of the world. We think of our brand as a movement.” If you haven’t done so already, imagine your brand as a movement and see where this idea takes you.

Showcase the company you keep.

Third-party credibility, the mainstay of traditional public relations, is more relevant than ever. With the explosion of high profile bloggers, subject-matter-experts and YouTube celebrities across every vertical segment imaginable, there are countless voices in the mix who can sway people toward (or away from) your brand. How can you invite these voices into your brand in creative ways? Consider teaming up with influential people who have a point of view that’s in sync with your brand values. For example, online furniture and housewares company One King’s Lane has long showcased influential "tastemakers" on their site who offer inspiring tips related to interior design. Think about the people and brands that inspire you, and there’s a good chance those very people and brands will inspire your customers, too.

Build a community.

Building a community takes time, but the payoff can be substantial. Consider ModCloth, the online retailer that sells apparel, accessories and décor with an “indie” vibe. I’ve long admired ModCloth for its ability to build community. From the company’s Be the Buyer program, where consumers can vote on their favorite designs to help bring them to market, to its robust Style Gallery, which invites customers to post photos of themselves wearing ModCloth looks, to the company’s witty and whimsical names for its products, Modcloth has created a distinctive voice and strong community in one of the most crowded categories imaginable: women’s fashion.

Look outside your own industry for ideas and insights. The exercise just might lead you to a more refined brand voice and tonality that enables you to connect with women consumers more powerfully.


