Evolving or finding your brand voice
can feel like an existential journey. It's an examination of the most essential elements of your company and its message. What are your values? Who are you speaking to? How do you want people to feel when interacting with your product, and what do you want them to understand about your brand?
It's a process that not only strengthens your content and brand but your business strategy as well. That's why it's called content strategy
—and why finding your brand voice is a critical early step.
The momentum of organic growth
Entrepreneurs and startup executives sometimes hold the misconception that voice and content are a luxury during the "growth" phase instead of a necessity. They're focused on sourcing engineering talent and direct response marketing more so than their brand. But that's an extremely expensive approach that often leads from flame to failure.
Sure, you can build and bring a product to market quickly that way (if you have the funding). Soon, though, these companies find themselves in an exhausting and costly cycle of spend, spend, spend
to reach customers instead of self-sustaining, hockey stick growth.
Why? Because they lack the momentum of organic growth. No word of mouth. No SEO. No engaged, loyal customer base who trust their company and keep coming back for more. No one who feels like, "Wow. This product was really built for me."
People can sniff out an inauthentic brand from a mile away these days, and they will ignore a company if its voice doesn't resonate.