The Importance of a Consistent Brand Voice
Consistency of brand voice: This critical point is the one in which I repeat most often to clients and team members. It cannot be overstated. When mixed messages reach consumers, marketing materials and conversions may fail. When mixed messages reach employees, internal communications become unfocused. Ultimately employees, a brand's best ambassadors, get wrapped up in one big messaging ball of confusion.
This collection of articles serves as some of my go-to content in explaining the importance and clarity of a consistent brand voice. Some articles have been around, yet they stand the test of time.
Brand as Voice and Hearing Voices | From 2x4
“… branding endeavors to codify the personality of an organization by shaping all its utterances. In the brand model, every corporate citizen must be trained to sing in the corporate voice.”
The Importance of a Brand’s Voice | From Brand Quarterly
“It is important to always remember that a brand’s voice is both metaphorical and physical”
How to Develop a Consistent Brand Voice | From Brand Quarterly
“Consistency is key to every successful marketing strategy.… If you keep your voice consistent, you will foster the connection between your brand and your customers, build a loyal following of fans, and inspire consumer loyalty.”
How to Shape a Tone of Voice | From Distilled
"A tone of voice both embodies and expresses the brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world."
Establishing Your Brand Voice on Social Media | From Adweek
“[Brand] Voice is the most critical aspect of defining your brand identity because it serves as a framework for your social content. Everything from tweets to blog posts should speak seamlessly to your audience across platforms and posts. Inconsistencies can sabotage your entire social strategy.”
This is a small sampling of well-written resources that I refer to, pass along, and quote often. Thank you to the authors for writing so effectively on the subject. If you have resources on branding that you would like to share, please send them my way.