The Voice of Your Business: Does Yours Speak Effectively?

Is the “voice” of your business reflective of you? Of your store environment?  Of anything in particular at all? Too often, independent businesses get lost in the chaos of keeping up with all that is on their list of things to do. And in between all this chaos are impressions being made, being confirmed and being judged. Yes, judged. As small business owners, we have both the luxury and the challenge to define we are and who are businesses are through the words, communication and at large branding we deliver – or don’t deliver – which ultimately make up our “voice”. The question for you is simple – what does your voice say to customers?

Your voice can be welcoming and peaceful, or maybe it’s playful and bold. It can even be tough and dirty. There are, of course, a lot of customers to cater to and what you communicate will attract – or not attract – certain customers. The real challenging is attracting the customers you want to.

In an economy where customers have a lot of choices and are bombarded with competitive branding, ads and other communication, it’s up to independent stores to step up and stand out. What “use to be” isn’t always the case anymore… being centrally located on your town’s Mainstreet may still draw in new customers, but it doesn’t mean customers will remain loyal. People have the choice of shopping your business versus others, and being local isn’t always the only thing they need to know about your store. More than anyone, you know your community and you know your business. Use this knowledge to create the right communication for your store and for your customers. And even if you did this ten years ago or one year ago, it’s good to re-visit it. The economy changes, the way people shop has changed and even you and your store have changed. Change through communication can be a good thing – and it’s amazig how your voice just may be the change you need to generate stronger sales and consumer attention.

Finally, remember that employees are part of your store voice. While your store name, tagline, social media chit chat, overall communication and other local partnerships all effect your store’s voice – employees and yourself are the only ones with real pulses in presenting outstanding communication.