I have long preached the gospel of brand consistency. (I've also questioned if you can take it too far) But I want to remind you about a more subtle but often forgotten about aspect of your brand where consistency is sometimes lost.
Often times, how you say something is more important than what you say.
You should have a clear idea of what your company’s “voice” is. And regardless of how many different writers are involved, your materials should always be in the same voice.
How do you “sound” in your communications pieces?
Are you formal? Conversational? Do you use short, choppy sentences or long, descriptive paragraphs? Do you strictly adhere to grammar and style rules or do you take some liberties? What about slang or industry jargon?
What do each of those choices say about you?
Don’t assume the right answer is based on industry stereotypes. Imagine the tone and style differences between a corporate law firm and a law firm that specializes in family law.
Your voice goes beyond the written words. What is the attitude of your radio spot? How about your signage? Is your voice consistent in how you answer your phone? The signature line on your e-mail? What about your press releases and sales promotions materials? Your on hold message?
Think of all the ways you communicate to your customers, potential customers, employees, and vendors. How consistent is your voice?
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Hows strong is your brand's voice?
Hi Drew,
Good post. I really like you comment about tone and style, as every company needs to have a tone that works for them and the customers/clients they’re hoping to attract. A colleague once told me that, when she started her company, people advised her to make her materials “more corporate.” She thought about it and decided her less-formal approach worked for her. And it has.
Daria,
Your comment is right on the money. There is no universal tone. It’s really about authentic versus something you have to think about.
If you have to “put on” a tone like a costume, you know it’s not going to work long-term.
Like the rest of your brand, it has to come from within to be credible.
Drew
Brilliant topic.
Finding a singular consistent voice is something that needs to be planned early on. The process can be easily impeded when different departments of a company involve themselves. It becomes a challenge, like wrangling kittens.
Wrangling kittens….an very apt description. The more complex the organization — the more carefully defined the strategy needs to be.
Drew
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