ncreasingly, younger consumers are demanding that brands take a stand. Being crystal clear about the mission of your company and the values that matter to you during the branding process helps Gen Z and the upcoming Gen Alpha customer decide whether to support you or not. These consumers are looking for brand transparency around ethics, sustainability, and manufacturing practices.
Put simply, this is how your brand communicates. Within your branding guidelines, spend time narrowing down the tone of your voice across communications australia mobile database from social ads to customer service emails. Is it playful and funny? Serious and soothing? Educational and confident? Decide if there is certain slang you will or will not use. Understanding how your target audience communicates will be helpful in understanding how to hone your brand voice and tone.
See how Hardgraft conveys its brand effectively through the tone of the content on its homepage:
A page on Hardgraft's ecommerce website showing a brand story
Brand story
Story is an important device in your branding strategy. Consumers, especially those who engage in social commerce, are looking for authenticity from brands. Telling your story—whether it’s your brand’s origin story or your founder story—humanizes your brand, puts a face to the business, and increases trust and brand affinity. Tell your story across your website, social media, and anywhere you engage with customers.