By Pam Neely
If you read a piece of your company’s content out loud at a conference – with no introduction, and no attribution ‒ would the audience recognize it as yours?
That’s the ultimate test of a brand “voice.”
The conference challenge might be a bit unrealistic, but it’s still a worthy goal. Everything you publish should have a consistent voice.
Why? Because consistency supports trust.
Trust is everything in marketing. It’s particularly important in content marketing.
If you doubt that a consistent voice matters, consider this: If your best friend started talking like a corporate attorney, for no reason, randomly, and then at other times talked like a teenager, for no reason, randomly … would you not start wondering about them?
Would you still trust them? Enough to have them look after your house or your children? Enough to let them drive?
Brand voice versus your brand’s “look”
This idea of consistency doesn’t just exist in the editorial world. It has a parallel in design. Usually the question for designers is, “If someone had just one page of your eBook/company report/web page – and the page had no logo – could that person recognize it as your company’s simply by the design?”
Would the typeface, colors, and the layout be distinctive enough for them to recognize you?
Graphic designers often seem to have an easier time answering “yes” to that question than editorial people do answering “yes” to the conference reading question. Perhaps that’s because it’s easier to have a recognizable brand “look” than a recognizable brand “voice”?
It could be. More of us are visual learners than auditory learners. So we’re more attuned to how things look than how they sound. Or it might be that it’s just easier to recognize (and differentiate) a particular shade of blue than it is to recognize, say, a professional, upbeat tone with a sly sense of humor.
But maybe designers just have these things nailed down better. Maybe a lot of us editorial people are just coming into our brand voices randomly … kinda by trial and error. Almost by mistake.
This doesn’t have to be.
So, how do you get things to sound consistent? There are several levels to the solution:
- Defining your company’s style and usage rules
- Defining your company’s personality
- Defining your company’s beliefs and worldview
Does that all sound a bit … squishy? A little too psychological?
Maybe it is, but don’t dismiss it just for that. Here’s how to dial in on your brand’s voice at each of those levels.
“Wherefore thy style primer?”… or, “Use a style book”
We editorial folk can borrow a key trick from our designer friends. It’s called a style book.
Sometimes also called “a branding guidelines book” or a “style manual,” this is a rulebook on how to use your company’s logo and all the other little design usage practices and preferences your company requires. A good guide, followed closely, lends a visual consistency to everything a brand publishes, whether the content is from the team in Los Angeles or Tokyo.
I became very familiar with a couple of these handy Go to the full article.
Source:: Business 2 Community