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The
importance
of developing
and using a
cohesive
brand voice
PUTTING A STEADY HAND
BEHIND YOUR BRAND
Until recently it
was much easier
to present a
consistent brand
experience to
customers and
prospects simply
because there...
THEN CAME THE WEB
Today there are a staggering (and still growing) number of ways to connect
with customers.
@
With so many
channels
hungry for
content and so
many people
responsible for
keeping your
messages in
front of your
custome...
HOW MANY COOKS
ARE IN YOUR KITCHEN?
In any given month, the following people may
generate or influence your business’s con...
HOW MANY COOKS
ARE IN YOUR KITCHEN?
That is a lot of different people playing a role in content
creation. And if your orga...
DOES IT REALLY MAKE A DIFFERENCE IF
EVERYONE JUST DOES THEIR OWN THING?
Yes. A costly and potentially devastating differen...
HERE ARE JUST A FEW CONSEQUENCES OF
NOT ALIGNING YOUR CONTENT CREATORS
• Inconsistent brand experience
• Corporate embarra...
Just like other areas of your business that
need to be in sync, your content
developers need to:
• Have a clear strategic ...
HOW DO YOU MANAGE YOUR CONTENT AND
AVOID MUDDLED COMMUNICATIONS?
Step one
Develop and articulate a clear understanding of ...
ESTABLISHING YOUR BRAND VOICE
The Litmus test
Do your email campaigns sound like they
are coming from the same company as
...
ESTABLISHING YOUR BRAND VOICE
The Goal
Your company needs to use a singular,
recognizable brand voice in every aspect
of c...
CREATING A STYLE GUIDE
Develop a style guide covering:
• Voice and tone
• Grammar and style
• Key vocabulary and other key...
LAUNCHING A STYLE GUIDE
Hold a kick-off
meeting with those
responsible for
creating all aspects
of communications
for your...
A TALL ORDER
Email Sales Collateral
Social Media Website Content
Customer Service Scripts Radio Spots
Print Ads Podcasts
P...
THE GATEKEEPER
The Style Guide is
your team’s map
and compass.
Now you need to
assign a “keeper of
the brand” to
coordinat...
THE GATEKEEPER
Your gatekeeper
advocates for telling the
story of your company in
ways that ensure all of
your content is:...
THE IMPORTANCE OF AUTONOMY
To be most effective, the
keeper of your brand
voice must have the
autonomy to make the
best de...
THE IMPORTANCE OF AUTONOMY
Time and time again, we
have seen that the
strongest companies
over the long haul are
those tha...
DON’T PUT IT OFF
Creating a content
management strategy is
hard work, but the
payoff of gaining control,
cohesiveness,
con...
READY TO GET STARTED?
Call us to today and we
can help you create a
content management
strategy of your own!
19 Oaks
Shay ...
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Developing a Cohesive Brand Voice

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Until recently it was much easier to present a consistent brand experience to customers and prospects simply because there were fewer channels. Our primary forms of communicating were print, radio and TV.

Then came the web, and everything changed.

Published in: Business

Developing a Cohesive Brand Voice

  1. 1. The importance of developing and using a cohesive brand voice PUTTING A STEADY HAND BEHIND YOUR BRAND
  2. 2. Until recently it was much easier to present a consistent brand experience to customers and prospects simply because there were fewer channels. Our primary forms of communicating were print, radio and TV. One company, three channels. Piece of cake!
  3. 3. THEN CAME THE WEB Today there are a staggering (and still growing) number of ways to connect with customers. @
  4. 4. With so many channels hungry for content and so many people responsible for keeping your messages in front of your customers, managing your brand experience creates a daunting challenge. @
  5. 5. HOW MANY COOKS ARE IN YOUR KITCHEN? In any given month, the following people may generate or influence your business’s content: · Sales/business development managers and/or staff · Vendors · Merchants · Senior management · Front line staff · Web developers · SEO specialists · Social media writers · Consultants · Interns
  6. 6. HOW MANY COOKS ARE IN YOUR KITCHEN? That is a lot of different people playing a role in content creation. And if your organization doesn’t have a formal brand voice that gives direction on what to say, how to say it, in what tone, when, where, and how often, your writers will inevitably proceed to write it in the only voice they have… …their own.
  7. 7. DOES IT REALLY MAKE A DIFFERENCE IF EVERYONE JUST DOES THEIR OWN THING? Yes. A costly and potentially devastating difference.
  8. 8. HERE ARE JUST A FEW CONSEQUENCES OF NOT ALIGNING YOUR CONTENT CREATORS • Inconsistent brand experience • Corporate embarrassment • Inefficient information flow • Decreased revenue • Poor customer experiences • Customer defection • Increased production costs • Confusion among your staff and associated lost productivity • Confusion of customers, prospects and referral sources • Coming across as disingenuous
  9. 9. Just like other areas of your business that need to be in sync, your content developers need to: • Have a clear strategic vision • Have a clear understanding of what your company’s brand voice is (and isn’t) • Communicate among each other as a matter of course
  10. 10. HOW DO YOU MANAGE YOUR CONTENT AND AVOID MUDDLED COMMUNICATIONS? Step one Develop and articulate a clear understanding of your brand, your brand voice, and a strategy of communicating to your customers. Step two Implement a process to ensure that all who influence or create your content are effectively executing your strategy.
  11. 11. ESTABLISHING YOUR BRAND VOICE The Litmus test Do your email campaigns sound like they are coming from the same company as the one that writes your blogs (or print ads or social media posts? Or, when viewed as a whole, do your communications seem disjointed?
  12. 12. ESTABLISHING YOUR BRAND VOICE The Goal Your company needs to use a singular, recognizable brand voice in every aspect of content writing wherever it appears. @
  13. 13. CREATING A STYLE GUIDE Develop a style guide covering: • Voice and tone • Grammar and style • Key vocabulary and other keywords • Stylistic preferences • Your company’s key services * Examples of product descriptions • Legal disclaimers
  14. 14. LAUNCHING A STYLE GUIDE Hold a kick-off meeting with those responsible for creating all aspects of communications for your company (not just the writers, but the designers and others that affect your brand voice and look and feel).
  15. 15. A TALL ORDER Email Sales Collateral Social Media Website Content Customer Service Scripts Radio Spots Print Ads Podcasts Public Relations Video Content Blogs Retail Displays White Papers Internal Communications Marketing Collateral Trade Show Displays The importance of getting everyone communicating in a consistent voice is often driven home by the number of people in your company responsible for producing the following:
  16. 16. THE GATEKEEPER The Style Guide is your team’s map and compass. Now you need to assign a “keeper of the brand” to coordinate and review all your communications to ensure everyone stays the course.
  17. 17. THE GATEKEEPER Your gatekeeper advocates for telling the story of your company in ways that ensure all of your content is: • Relevant • Adds value • Upholds your brand philosophy before it goes public.
  18. 18. THE IMPORTANCE OF AUTONOMY To be most effective, the keeper of your brand voice must have the autonomy to make the best decisions in the name of your brand even when they may be unpopular in the short term.
  19. 19. THE IMPORTANCE OF AUTONOMY Time and time again, we have seen that the strongest companies over the long haul are those that are true to their brand principles and brand voice.
  20. 20. DON’T PUT IT OFF Creating a content management strategy is hard work, but the payoff of gaining control, cohesiveness, consistency and clarity is vital to the survival of your company.
  21. 21. READY TO GET STARTED? Call us to today and we can help you create a content management strategy of your own! 19 Oaks Shay Bellas shay@19oaks.com (207) 619-7155, 18

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