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Friday Focus: What is my Company’s Voice, Face, and Feel?

Quick Tips to Plan Your Process

Set a Strategic Goal

When you decide to give your company a memorable brand, you are choosing a voice and a face for the company. What should it look like? What should it sound like? These are key questions to ask and determine before you start to present anything to the customers. Your choices must have a strategic goal in mind and a marketing plan with measurable benchmarks, in order to begin the creative process. 

The creative process incorporates and factors different puzzle pieces including what your product is, who your customer is, what your competition already does, how much investment you can afford and for how long, and what you want the lasting impression to be when the campaign is finished and your goals are met. Your brand’s marketing efforts will include a logo and perhaps a spokesperson. This is the Face of your business and will speak for you long after your customer has seen your latest advertisement, blog article, or social post. Letting your brand’s history and legacy speak for itself is just as important as the next advertising and marketing campaign you will plan except that a trusted, established brand nearly sells itself if it has grown into a household name. 

Creating a Legacy 

The creative process incorporates and factors different puzzle pieces including what your product is, who your customer is, what your competition already does, how much investment you can afford and for how long, and what you want the lasting impression to be when the campaign is finished and your goals are met. Your brand’s marketing efforts will include a logo and perhaps a spokesperson. This is the Face of your business and will speak for you long after your customer has seen your latest advertisement, blog article, or social post. Letting your brand’s history and legacy speak for itself is just as important as the next advertising and marketing campaign you will plan except that a trusted, established brand nearly sells itself if it has grown into a household name.

Focus Your Feelings 

The importance of always having a focused message in your advertising, website content, blog articles, and social media presence is so that after people consume what you put out in the world, they are left feeling a certain way about your company. If you can make them feel like they are family, important to you, a valuable customer, happy, ready to volunteer, etc., then you have done your job. 

Setting Goals 

Depending on your end goal for your targeted market, you need to speak to the thoughts, concerns, desires, wants, and needs of the bracket of people you are attracting. For some, it is about filling a specific need like the lowest price of a car, and those might be one-time customers, and will cost money to acquire every time you want to sell something. For others, it’s about doing regular business with the kind of company that shares their cultural values such as being “green,” or having a culture of employees who volunteer a lot. For these folks, they are your customers for life, and cost little to re-acquire later to sell them something. 

How Much is Too Much? 

Once you have defined who you are speaking to, where you are going to talk to them, and what you are going to say to them, now you have the blueprint for developing your brand’s voice. Next, choose a regular schedule that makes sense to the amount of content you can produce and how often you think someone wants to ingest the info; don’t over post or under post or you may lose the audience. Your targeted customers will feel more comfortable when digesting your social media, marketing, and dealing with your company when you are speaking with them instead of at them. They will feel like they know you and what you stand for first and consider what products/services you’re offering secondly. 

Tie It Together 

Your end goal with developing this voice, face, and feel, is to create a lasting brand recognition which attracts a pool of recurring customers. Loyal customers will come back to you when they need something and feel better about telling their family and friends about your company. They become your sales force and amplification to your voice and face, and if you did it right, they’ll do it for free!