Lately at LemonHQ we have been chewing over the idea of ‘hedgehog concepts’ – that one thing you do better than anyone else, that inspires and motivates you to deliver your best work, and at the same time, keeps the revenue coming in the door.
Although this is a proven model for business success, referenced by Jim Collins in “Good to Great” we have also been discussing it as a basis for determining your “voice” or persona in your blogging and social media communications.
You will all be aware of brands that do this well.
The Collective is a New Zealand dairy company that really has a handle on it.
The voice of their Twitter account for example, has a quirky, human, very kiwi feel to it, and the activities of “the herd” are part of the content inspiration.
There are other examples of businesses that have been very successful at determining what their brand is all about, and giving it a personality that can consistently be reflected through their marketing and communications activities.
If you want your brand to be memorable, engaging and ultimately successful financially, then spending some time thinking about what the personality of your brand currently is – and what you want it to be.
I would hazard a guess that for many New Zealand businesses, our brands don’t have a strong personality, and most of the communication is still in a form of corporate speak. In other words, quite formal, not particularly engaging, and probably not fun!
In the fast moving, personalised world of social media channels, filled with person to person communication that is casual, friendly, sometimes passionate, and at times downright obnoxious, finding the right voice for your brand amongst it all is essential.
If you don’t know where to start in creating your brand’s voice, we are happy to help. Have a chat to our digital marketing team and we can help start the ball rolling.