Professional services needn’t sound boring
Building your brand with tone of voice
Competition amongst professional services providers is fierce. That's because stringent training and regulation make sure that what's on offer (with the exception of niche specialists) is often the same – or at least very similar. Every firm claims to reduce risk, unlock opportunities and increase profitability – backing it up with impressive figures and case studies. Crucially, though, they're providing intangible services that unlike, say, a chocolate bar, don't have a distinctive flavour, shape or other quality on which to hang communications.
Alongside creating an impactful visual identity, the key to professional services differentiation therefore lies in effectively defining and using your brand voice and tone. That's the personality that comes across through the words you use in ads, web pages, emails, thought leadership and other content. And in the way you 'flex' that voice depending on audience, message and channel. Here are five ways to create standout in a crowded professional services marketplace with words:
Start with what you stand for
Expressing your brand values (the things you firmly believe hold everything together) is a crucial first step. Are you free-spirited or traditional? Local, national or international? Is brilliant client service the centre of your universe? Or do you aim for sustainability in everything you do? You need to be 100% sure of your starting point before you can build a tone of voice that rationally adds up.
Know your audience(s)
Having a distinctive tone and voice is not about being all things to all people. It's about talking in the right way, to the right audiences, at the right time. Creating a 'persona' for each audience type – with a plausible back story – is a useful focus to help shape your written content's look and feel. You'll naturally want to sound a little different, for example, when presenting your firm's creds to a client CEO than when you talk career opportunities to ambitious recent graduates. Think cohesive tonal theme here – but with variations.
Show your passion
Passion is contagious, and when you show how much you care about what you do, it's hard for others not to take notice. Share your enthusiasm for your work with your clients and prospects. Let them know why you're passionate about what you do and how it can benefit them. It's about being enthusiastically genuine – clients always appreciate authenticity.
Balance stats with storytelling
While numbers are important, they don't tell the whole story. By using storytelling techniques – an 'arc' with a beginning, middle and end, often involving people – you can create a deeper emotional connection with your audience and make your messages more memorable. So instead of simply saying "we helped a client increase their profitability by 20%", tell the story of how you worked with that client to overcome a specific challenge or achieve a particular goal. Use real-life examples and anecdotes to bring your message to life.
Speak fluent human
Above all, professional services are about people – not just expertise. Your clients want to work with individuals they can trust and build relationships with. So, keep your communications human and relatable. Your clients ultimately want to partner with someone who feels like a friend or colleague, not a faceless corporation.
Putting tone of voice on your professional services firm's agenda can be a powerful first step towards setting it apart from the competition. By knowing your brand values and audience, being authentic, using storytelling, and sounding passionate and accessible, you can make a bigger – and more lasting – impression on your clients and prospects.