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Creating a Persuasive Voice for Your Franchise


You’ve heard the phrase, “It’s not what you say, it’s how you say it.” This truth applies to more than interpersonal relationships; tone is an imperative part of branding, marketing, and the voice of your franchise. Why is tone so important for your brand? It’s simple: Brand loyalty increases profits. In fact, research shows the cost of acquiring a new customer is five times more than the cost of retaining an existing one.

Your Brand Already Has a Voice, Whether You Realize It or Not

The term “voice” refers to brand personality. This includes the tone of advertisements, your website, content, logo, slogans, and more – anything that defines who you are as a business. As a franchise, this voice is what unifies your franchisees under one distinctive label. However, simply having a voice doesn’t mean your brand’s message resonates with customers.

Why your franchise needs an engaging voice:

  • It sets you apart from the competition
  • It unifies franchisees to the franchise
  • It builds familiarity & trust in consumers

Start with Your Values

Your brand’s voice should communicate your franchise’s way of thinking. The first step is revisiting the core of your business values. You have to figure out what you want your branding to say before you find the best way to say it. What is the most important message you want to send to customers? This is your value statement. In most cases, you can boil your values down to a single word.

Consider the auto manufacturer Ford. Under the mantra “Built Ford Tough,” Ford embodies ruggedness. Thus, branding efforts could be tough, outdoorsy, masculine, and Western to maintain a consistent image.

Give Your Franchise a Personality

Your business has a voice, even if you don’t actively give it one. However, this doesn’t mean its personality is engaging. Once you discover the essence of your branding, find ways to convey your image using vocabulary. This starts with a decision: Should you use formal or informal language?

Notice the difference between these pitches:

  • Visit our website for additional offers and information. (Formal)
  • Check us out online for more deals and cool stuff! (Informal)

Both options – formal and informal – come with benefits and drawbacks. On the one hand, informal language tends to have more personality. Then again, it can seem brash and unprofessional. Many people have a tendency to revert to academic language when their fingers hit the keyboard. This leads to rigid messaging unless your brand requires a certain level of professionalism.

It’s important to select words from your consumers’ vocabulary. This might include colloquialisms, slang, or technical language, depending on your market.

How to Implement Your Franchise’s Voice:

Ideas are great, but implementing your franchise’s voice isn’t always a breeze. The best way to apply your brand’s voice is by creating a guide – a written standard for branding your franchise. This can include lists of words you want associated with your company, lists of words to avoid, your brand’s core values, and more. When the time comes to create marketing material for your brand, the guide will ensure that your content, slogans, and other messages are cohesive.

Don’t be afraid to add specific details to your guide. These might include:

  • Instructions for webpage layouts (how the content will look on the page)
  • Guidelines for grammar (when to employ / ignore certain rules)
  • Examples of your franchise’s voice in different contexts

Want to learn more about the branding possibilities for your franchise? Contact Scorpion to see how we can empower your franchise through effective marketing. Explore your possibilities now.