Your Brand Voice: Consistency Overload.
 

Your Brand Voice: Consistency Overload.

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Whether your company is B2B or B2C, when it comes to finding your brand voice, consistency is important. It’s just not the only thing that’s important. To connect with customers, your brand voice ...

Whether your company is B2B or B2C, when it comes to finding your brand voice, consistency is important. It’s just not the only thing that’s important. To connect with customers, your brand voice should be three things.

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Your Brand Voice: Consistency Overload. Your Brand Voice: Consistency Overload. Presentation Transcript

  • Consistency overload. YOUR BRAND VOICE: Colleen Wells, Writing Director Katie Jenkins, Design Director august 2013
  • When it comes to branding, consistency is important.
  • But face it.
  • Thank you. We care and are listening Customers may recognize your brand and still not want to listen to you. And too much consistency is robotic.
  • blah blah blah blah blah bblah blah blah blah blah b Your brand voice could be that personality at a cocktail party that you always avoid. Dull. Boring. Always telling the same story.
  • Creating a compelling brand voice takes more than consistency.
  • You do it by being: simple. authentic. inspiring.
  • consistently simple. authentic. inspiring.
  • simple. 1
  • 1 Some brands know: short works better. Oil of Olay : OLAY Dairy Queen : DQ Kentucky Fried Chicken : KFC Coca-Cola : Coke simple. 1
  • Talk like a person. When a short word works, use it. Use short sentences and short paragraphs. simple. 1
  • Say half of what you think you need to say. simple. 1
  • hah Corporate buzz words make people zone out. Don’t use them. simple. 1
  • huh? core competencies action items deliverables knowledge bases functionalities scalable user-centric mission-critical value-added solutions-based Leverage Facilitate Productize Synergize Cultivate simple. 1
  • what? core competencies action items deliverables knowledge bases functionalities scalable user-centric mission-critical value-added solutions-based Leverage Facilitate Productize Synergize Cultivate simple. 1
  • core competencies action items deliverables knowledge bases functionalities stop! scalable user-centric mission-critical value-added solutions-based Leverage Facilitate Productize Synergize Cultivate simple. 1
  • Think about it. Do you Google this: – or – – or – “enabling enterprise collaboration” “working without silos” “company team building” simple. 1
  • When people search, they use plain English. Simple. “company team building” simple. 1
  • Simplicity keeps people engaged so they continue reading. And then you need to be… simple. 1
  • authentic. 2
  • Just be honest. Don’t say a form is short when it’s not. Don’t say a process is easy when it’s not. authentic. 2
  • Say it’ll take a little time, and show them why it’s worth it. authentic. 2
  • Honesty is unexpected. Sometimes it’s even shocking. And that’s the point. authentic. 2
  • Being honest gets people’s attention. But even more important, it earns their trust. authentic. 2
  • Engage your audience with simplicity. Build trust with authenticity. And then you have to get them to care by being… authentic. 2
  • inspiring. 3
  • What difference do you make in your customers’ lives? inspiring. 3
  • You aren’t selling products and services. You’re selling the feelings customers get when they use your stuff. inspiring. 3
  • To be a part of your customers’ lives, you have to talk to them about life: ... real human benefits. ... what’s in it for them. Not how awesome you are. inspiring. 3
  • Because it’s not just about getting people to respond to your call to action. ( People can click or opt in without ever becoming a customer. ) inspiring. 3
  • inspiring. 3 It’s about getting people to care. EMOTION DRIVES DECISIONS. And it’s the emotional connection to your brand that keeps them coming back.
  • Simple. Authentic. Inspiring. Master these, then apply consistency – but in a flexible way
  • Because almost every rule has an exception. We always… We never…
  • Example. You should almost always write in active voice, but there are exceptions.
  • A stranger stole my identity! (active, but über awkward) My identity was stolen! (passive, but ok)
  • Follow rules, but don’t check your common sense at the door.
  • A unified voice doesn’t mean that everything you do is identical in style.
  • The way you talk in a job interview is different from how you talk at a party. So the way you represent your brand on social media will be different than in a formal presentation.
  • Consistency is good. Just check yourself, before you wreck yourself.
  • Self-assess your Collect a sampling of recent work and ask yourself… brand voice.
  • Is it easy to read? Avoid multi-syllable words, and words that really aren’t words— like productize and incentivize. Trim long, dense paragraphs.
  • Are you straightforward with the facts, or is there “positioning” going on?
  • Are you focusing on what’s in it for the customer? Avoid talking mostly about product or service details.
  • Does it get straight to the point, or do you have to dig for the main takeaway?
  • “Today you are you, that is truer than true. There’s nobody else who is youer than you.” – Dr. Seuss
  • To add some awesome sauce to your brand, contact Oden: Tina Niclosi hello@oden.com 901.578.8055 www.oden.com – and – Read more of our stuff about brand and marketing strategy: Stop blowing up the balloons at trade shows! Responsive Design: Is It Worth the Climb? Double-Digit Growth—Who Needs Good Branding? Connect with us: Facebook Twitter LinkedIn Slideshare Colleen Wells, Writing Director | LinkedIn Katie Jenkins, Design Director | LinkedIn © 2013 ODEN. All Rights Reserved.