Before I answer this question like the professional business person I am deep, deep inside (ha!), let me just give you the rundown on a little unfortunate branding situ that left one red-haired deep sea princess almost happily ever after-less.
It went a little something like this:
Beautiful mermaid enamored with the human race comes across hunky human fighting for his life. Red-haired darling saves Prince, sings him a never-forget-me-I’m-beautiful love song and then splashes back into the sea. Princess makes deal with evil Octopus wench, loses voice, becomes human, la la la, almost inspires Prince to fall head over heels in love with her but – and here’s where it really gets interesting – can’t bloody close the deal and bat down her competition by telling Prince Daft what’s really going on with the octopus/hottie he’s so smitten with.
Because she didn’t have a freaking voice.
No voice, no communication. Well, besides some token eye batting and really, how far did that get her? It wasn’t until things went truly pear-shaped with fake Ariel that Princey really cottoned on to what was going on.
And let’s not even go into the Cinderella gig. That’s a whole other catastrophic scenario sorely in need of a personal branding fix stat. You really think Cinders would have wasted so much time dropping shoes and hopping into pumpkins if she’d had a kick-ass personal brand? I think not, sweet pea.
But in the non-Disney business world, this lack of a strong, potent + awesome brand voice looks something like this:
- Your customers don’t really understand what you do
- They have no idea what you stand for and why
- Your tribe doesn’t know what to expect from your biz + brand
- Your biz and business communications are decidedly unforgettable
- You fail to inspire brand loyalty in your customers
- You lose sales because you don’t give potential customers a good enough reason to buy your goods + services
- Your business gets lost amongst the deep sea of other (more powerful) brands
On the other hand, a brilliant brand voice can mean:
- Your customers go to you first
- You and your brand have a positive reputation
- Your tribe is incredibly clear about what you offer + why
- You’re the first name on people’s lips when they think of your industry/product/service
- Your customers feel as though they can relate to your business and brand
- You’re a respected market leader
- You easily attract new customers and convert sales with ease
- Your online tribe is engaged, happy + more than prepared to talk you up to their friends
- The media adores you
- Bloggers + social media stars want your brand + product associated with them
- Your business has street cred
And finally, it’s hair-climbingly easy (another Princess reference, sorry) for you to create spirited + wild communications that make you and your business consistently stand out from the crowd.
Potent brand voice? Potent business.
And on that note, I’m going to toddle on over and watch The Little Mermaid for the billionth time. What can I say? I’m a sucker for a red-haired dame in distress.