Many people talk about brand voice, tone and messaging, but when it comes down to it, they choose their own personal voice rather than seeking to develop a voice for the brand. This is very easy to do, and perfectly reasonable if as the leader of an organization it makes sense for you to be the voice.
When was the last time you did a review of your content to determine how you are saying something? If you cannot remember, then it’s been too long!
If you are building a company that you intend to “stand on it’s own” – in other words be an entity regardless of where you sit within that company – then it makes sense to build a brand voice.
Think of it this way – Coca Cola, Southwest Airlines, Ford – they all have brand voices. It changes based on the target audience and perhaps the product being showcased, but it is not based on who the CEO is or what the CMO has to say. The voice belongs to the brand, and is carried out throughout the organization in a unified message that makes consumers more comfortable.
Of course, these are large organizations but it is still very possible to begin developing a brand voice for your organization, regardless of the size.
Once you are able to view the brand as it’s own “life force” rather than a logo and some colors, you are in a good position to create a brand voice. This voice is then used in all messaging, internally and externally, so that the team can really incorporate it into their own communications.
Just like we’ve heard from our parents, it’s not what you say, but how you say it that matters. Giving your brand a consistent voice will boost the messaging, align your team and give your target audience a clear understanding of who you are, why you exist, and how you serve – as a brand.
If you have a brand voice already are you happy with it? How did you build it and what would you change?
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