In a sense, branding is like storytelling. A product, no matter how awesome or valuable it is, will not build a community of loyal supporters solely through its existence. It has to have an emotional value – something that your target audience can relate to. And in order to create that, you will need a good story and tell it in the best possible way.

If you haven’t quite figured out how best to communicate your message, here are some easy tips to help you out.

Use humour smartly

Humour is always a good way to engage your audience or start a conversation. Not only that, humour also adds personality to your brand and adds life to your voice.

But before you decide to use it, ask yourself if humour is suitable for your brand. Remember that consistency is crucial to establishing your brand identity. So if being humorous does not fit your message, then perhaps it is not a good idea to incorporate it in your communications strategy.

If you want to have a go at it, though, keep these things in mind:

  • Be subtle. Don’t try too hard to crow-bar jokes into sentences. Use puns, alliterations and other gentle forms of humour instead.
  • Laugh at yourself, rather than your audience. It’s not only safe, it also shows humility.
  • Ensure clarity. The last thing you want is to confuse your audience. Unless your copy is clear and easy to understand, leave the joke out.

Ensure your entire team embodies your brand

Again, consistency is everything. If you are using a particular tone of voice for your brand, make sure everyone in your company is aware of it and what it stands for. This way, they can use the same tone of voice in all of their external communications, thus helping to reinforce a consistent image for your business.

If possible, set up an editorial process to make sure all copy and documents adhere to your standards or preferred tone of voice.

Avoid using jargon as much as possible

Using technical terms in your copy can give your brand a sense of authority or credibility. However, it can also obscure your message and alienate your audience.

The rule here is to never assume your audience knows all the technical terms used in your industry. Unless you are referring to a niche subject or a specific field, keep your language simple and concise. If you must use jargon, choose the ones that are commonly used in your industry. If it can be substituted for simpler language, do so.

These tips might seem plain and simple, but you’d be surprised to know how many businesses overlook the effectiveness of these strategies. Give them a try and see the difference.