For the vast majority of brands, a consistent tone is of the utmost importance. If a customer were to read content by your company, would they be able to recognize you even without the logo attached? Does your style of content remain consistent, no matter how large your organization? An assortment of tones and voices does your brand more harm than good. You want something unique, distinctive, and consistent so your clients always have the perfect picture of your brand.
If your brand is growing, you may begin hiring more content writers or outsourcing writing to other groups. Everyone who creates content for your brand should have a strong understanding of your brand voice. The following are a few ways to get everyone on the same page.
Choose Strong Sample Pieces
One of the best ways to encourage brand consistency is to provide all writers with example pieces of content that you think do an excellent job of maintaining the tone you want. Think through these examples carefully. Do any of them sound generic, or too much like your competitors? If so, opt to use other pieces. Compile all these pieces of content into a well organized folder, with sections for long-form content, copy, and social media posts.
Describe Your Voice Accurately
Boil down your desired brand tone into a few words or a simple mission statement. It may help to think of your brand as a person. Which adjective would you use to describe their personality? Perhaps your brand is laid-back and informal. Off-beat and quirky? Formal and polished?
Once you have a list of adjectives, see if you can break them down even further. How would these adjectives be described in the context of interacting with your client base? What exactly would they look like in articles and social media posts?
Revisit Your Strategy
As your organization’s goals change, you may need your brand voice to change, too. Your tone and voice strategy should be something you revisit often. An outdated brand is often boring, dull, or overly dry to customers who are looking for something fresh and new that stands out from the competition. You should also consider what techniques, words, and phrases worked well, in addition what fell short.
A unique yet consistent voice is vital to the health of your brand. Your customers should be able to recognize you anywhere, and all content should keep them revisiting your site and products again and again.