Ologie

We value the power of a great brand voice. And we work hard with each of our clients to create a voice that’s unique, compelling, and often clever. But handing off the voice is a process that we take great pride in. Ironically, though, it’s that handoff that many of our clients fear most.

We hear it all the time:

Once the brand has been tweaked and finalized, and the first new communication pieces begin to roll out, the next step in the branding process is training. It’s critical to train internal teams to take over and to distribute tools that will help everyone create communications with a singular brand voice.

 

Quick Refresher:
What Makes a Strong Brand Voice

Voice isn’t what you say; it’s how you say it. Voice is the style and tone your brand uses to communicate. It’s how you reinforce your brand through words.

When you talk with a close friend, there’s a familiarity in what they say, the words they use, and the way they say them. The same should be true when you talk with your audiences.

A strong brand voice should:

BE BOLD
It captures attention.

BE HONEST
It’s an authentic reflection of who you are.

BE RELEVANT
It connects to what’s happening today.

MOTIVATE
It inspires specific action.

 

Mastering the Components of a Brand’s Voice

The true finesse of a brand’s voice lies in the way it’s delivered.

PERSONALITY
Make sure you have identified specific personality traits for your brand. (If you don’t already have them, create them. We suggest six words or short phrases.) Then use them to gauge what feels right within your writing and what doesn’t. Would a person with those personality traits say what you’re saying?

LANGUAGE
Another way that brands are like people? They each have their own vocabulary. We’re not talking necessarily about technical terms or industry jargon—it’s usually best to steer clear of both—but rather being deliberate about the words you choose.

CONSTRUCTION
Get a clear understanding of how your brand builds sentences and paragraphs. Is it formal and traditional, or can you bend the grammatical rules a bit? (We think a well-placed sentence fragment can be very compelling.) Is the rhythm of the content fast-paced and active, or is it detailed? Is the overall effect eloquent or conversational?

WIT
Many communicators overlook this element of brand voice. You shouldn’t. Does your voice have a sense of humor? If so, how strong is it? Does it show up mostly in headlines, or do you reserve it for body copy? Do you usually open with a clever line? Or do you reward the reader right at the end with a parting shot?

 

Some Dos…

CONNECT TO CORE MESSAGES
Your writing doesn’t have to repeat your brand strategy at every turn, but those ideas should inform the text whenever it can be done naturally.

BE BENEFIT-DRIVEN
No matter the tone of voice, it’s essential to tell readers what’s in it for them. Write less about what you offer and more about what they get.

OFFER A REWARD
Treat your audiences to clever copy at the end of a long passage. Or offer them hints of personality in unexpected places.

 

…And Some Don’ts

FRIENDLY DOESN’T MEAN TRENDY
Stay away from popular catchphrases, acronyms, and jargon. Your voice can be current without leaning on today’s clichés.

CONSISTENCY CAN BORE
Avoid falling into the same cadence with every line. Mix it up.

DON’T HAVE TOO MUCH FUN
Fun doesn’t mean unfocused. There should always be a clear hierarchy of ideas, with one main point that rises to the top.

VOICE ISN’T JUST VERBAL
Don’t ignore what other parts of your brand communicate. What do visual elements like color and imagery say? Are you being redundant? Are you being contradictory?

 

Staying on Track

KEEP AN EYE ON BRAND VOICES YOU LOVE
Keep a file of brands that hit the mark on voice. Take note of what makes these voices so distinctive and successful. Be sure to monitor brands both within your industry and outside of it.

KEEP AN EYE ON YOUR OWN BRAND VOICE
Every few months, pull blocks of copy and headlines from various pieces, then evaluate them all side by side. Does all the copy sound related, as if it could have come from the same piece? If you have a group of people who write for your brand, include work from different authors. Consider creating a formal quarterly review to make sure your voice doesn’t stray.