By Erika Heald
Editor’s note: You may have missed this article when CMI published it a couple years ago. Interestingly, brand voice remains a critical need and this guide can help you create a helpful one.
If your logo didn’t appear with your content, could your audience identify the content as coming from your brand? Would someone viewing your content on different channels know it all came from the same brand?
If you’re not careful, you can end up with a random assortment of voices and tones in the content produced across your marketing ecosystem that doesn’t provide a consistent picture of your brand, or even use the same language consistently.
This inconsistent brand experience is more common as an organization grows and is often exacerbated as external entities such as freelancers and agencies get thrown into the brand’s content creation mix.
You may be asking why a brand voice matters – isn’t it more important to work hard to make your brand sound more human? A brand voice, though, isn’t about the creation of a non-human voice. It’s about being consistent with the voice you are creating – positioning yourself as an easily identified and authoritative source for your area of expertise. Similarly, a consistent brand voice and vocabulary is essential to implementing localized content and intelligent content strategies effectively.
A #brand voice isn’t about creating a non-human voice, says @SFErika. Read more >>
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Luckily, you can create a brand voice chart to help address the issue. I’ve outlined the five steps to establish, create, and maintain a desired brand voice to drive consistency in your content creation efforts.
1. Gather a representative sample of your content
You want to cast a wide net – gather everything from videos …read more
Source:: content marketing