When people feel connected to a brand, they’ll stick with them through all types of changes and even errors. Your communication style may not be for every type of consumer but it should speak to your target audience and make them feel engaged and cared about.
Not every business can or should be funny and hip. It’s important to know your brand personality and how best to connect with your customers.
Do brand personalities make a difference to consumers?
The 2023 Global Consumer Trends Report uncovered that consumers care more about their needs and prioritizing them as they cut unnecessary expenses. They’ll look closer at the value of the product and positive feelings toward the company.
What Your Communication Style Says About Your Small Business
Figuring out who your customers are is the first step to figuring out what your communication style should be. With the right words, appearance and policies, you’ll gain loyal customers who will buy from you over the competition. Here are some of the different communication styles you can choose from and what each says about your brand. No matter your personality, you should implement factors from each category into your marketing and sales campaigns.
Communication Style #1: Verbal & Written
Verbal communication may be the most obvious way you reach current and potential customers. The words you write, say and utilize in headlines have a huge impact on how consumers see you.
Make a style guide and list some of the top words that define your company. For example, if you imagine your company as helpful, then you might embrace phrases to show how you can assist your clients, such as “saves time” or “takes the guesswork out of” something.
Think about the words you use when talking to people about your business model and what you do and you’ll have a start on a list of words that communicate who you are as a company. Your tone can have an impact on how they see you when you’re speaking.
Think about the words you use when talking to people about your business model and what you do and you’ll have a start on a list of words that communicate who you are as a company. Click To TweetWhen talking, make sure you use a strong voice that is easy to hear even in a crowded auditorium. Listen to what the other person says so your responses make sense and address their concerns. When writing, get rid of useless filler words or repetitive text. Unless your users are highly skilled in your industry, avoid using jargon they may not understand.
If you choose to communicate via other forms, understand people’s preferences. For example, you might choose text marketing because SMS has a 98% open rate, making it one of the most effective forms of communication. Know which texts your clients respond best to and send future ones with similar wording.
Communication Style #2: Nonverbal
Experts typically define nonverbal communication as the body language we utilize when communicating and how we send a message without saying a word.
Consider everything from what your hands should do when you talk to whether your face is open and expressive. You can say a lot with a scowl but you can say even with an open and friendly smile.
Consider nonverbal communication through the eyes of your buyer persona. What is going to make them feel comfortable spending their money with you as opposed to your competitor?
If you aren’t sure of the best ways to communicate trustworthiness, pay attention to how other company leaders get their point across. Attend a sales pitch meeting open to the public and take note of the nonverbal cues. Does the speaker move their hands? How much, in what directions?
Take note of all the little things most people only catch subconsciously so you can repeat the most successful elements. When in doubt, consult a body language expert or take a course on the subject to ramp up your effectiveness.
Communication Style #3: Visual Cues
Communication doesn’t just stop with body language and words. There are a couple of other things that make an impact on the customers, and one is visual cues. To paint a full picture for the consumer, you need to add in some visual aids to help get your point across.
Lack of good communication skills sometimes results in misunderstandings. If you want to build word-of-mouth marketing and make a positive impact on the community around you, you must back up what you say with other aspects of your presentation.
When customers feel you’ve been upfront, they’re much more likely to have a positive user experience (UX). Studies show a positive UX creates 20% higher customer satisfaction, so you’ll retain the clients you have.
Add charts, illustrations and relevant photos to drive home your verbal and written messages.
Studies show a positive user experience creates 20% higher customer satisfaction, which in turn helps you with client retention. Click To TweetIntricacies of Communication Style
While you might communicate via all the methods listed above, keep in mind that your style can vary greatly depending on your goals. You might even change the way you speak and the words you use from one client to the next.
Strive for as much consistency as possible while still meeting customers where they are. You wouldn’t go give a talk to a casual group and use lofty words and conduct a speech in the style you’d give a talk to a class of university students. However, you also wouldn’t be overly informal if speaking to a group of professionals.
It’s crucial to find the right balance for whatever your audience might be. Understand your listeners may change. Even within a company, you might serve several buyer personas. Perhaps you serve both consumers and other businesses, for example. Your tone would be a bit more professional with company leaders.
You should still retain your personality. If you love humor as a business owner, don’t leave it all behind just because you’re giving a more formal speech. The best communicators have a distinct voice all their own and it comes through no matter who they’re speaking to.
How to Choose the Best Communication Style for Your Small Business
Start by understanding the personality of your brand. What do you want people to think when they hear your business name? Next, consider the formality your audience may or may not want. If you’re selling financial services to people investing in retirement, you don’t want to seem too fun loving or they may not trust you with their funds.
Consider what works best and try to present a consistent image to the world. With a little effort, your words, tone, nonverbal cues and visuals will all come together in the perfect presentation that gains your audience’s trust and loyalty.
Ciao,
Miss Kemya
