Brand communications strategies vary from company to company. But one constant is the need for a clear voice and a suitable score. How do you keep your brand voice in tune?
After almost a decade of listening to the “solo brand voice,” we’re seeing a resurgence in the corporate “brand choir.” With that comes the need for better understanding, better storytelling and better management of corporate brands from the top down. Whether B2B or B2C, diversified corporations with multiple possible brand story-lines have a challenge ahead of them. And the need for consistency and a brand-centric communications plan is paramount if they want to thrive in today’s consumer-driven landscape.
Think of a choir with 100 beautiful voices, all singing in slightly different keys. What do you get? A cacophony of CHAOS. Now, apply that to 100 to 1000 or more voices trying to tell a slightly different brand story.
The Quest for Consistency:
A consistent corporate brand voice starts with a single brand story – one of unified purpose, that everyone can get behind. Whether you have a single product, a sole service, or a thousand products in worldwide divisions; the mission, vision, and values you put in place in Des Moines should be the same as those you practice in Chaing Mai.
If a hint of INconsistency is found, you can shortly predict confusion, misunderstanding, frustration, anger, and ultimately failure of the brand and disengagement of brand community it relies upon. When it comes to predicting the failure of a seemingly strong brand (think Abercrombie & Fitch or Blackberry), you simply need to listen for voice discrepancies amongst those in the choir – from C-level executives and investors all the way through to the consumer. If there’s no consistency in the voice to give the brand harmony, no amount of money, volume, or “brand marketing hocus-pocus” can bring the choir back in tune.
Brand Voices Need a Score:
Hum it. Whistle it. Sing it. Whatever you do, if you want anyone else to sign along with you, you need to DOCUMENT IT! Corporate brand communications is no freestyle jazz riff and you’re no Ella Fitzgerald. Without the right score to guide your brand communications along, you’ll soon find the entire company choir our of sync, out of tune and out of luck.
Brands are the same way.
Brand-centric communications planning:
By developing a brand-centric communications plan focused on your corporate mission, vision, and values; you create the score to which all company voices can sing. Consider these five things when developing your plan:
- What are your Brand Communications Goals and Objectives?
- Who is your Target Brand Audience?
- Will you have Key Brand Communicators or a Brand Frontman(woman)?
- What resources will you use to best amplify your Brand Voice?
- How will you measure and determine success in your Brand Communications plan?
Brand management is more than protecting the assets of your identity (read: logo) or spewing insipid slogans over social media. All of your company voices need to be singing from the same hymnal. If not, you’d better step back and start thinking in harmony.
How does your Brand Communications Voice sound? Do you need to work on a consistent voice? Do you have the right score for the audience?
Branding shouldn’t be taken on alone. Like a good vocal coach, a professional brand “coach” can help find the voice that best suits your comany, your needs and your audience’s needs. For more on how to efficiently and effectively develop your brand communications voice, head on through to the contact page of the Spoke web site. Or, heck, shoot me an email directly – andrew[at]SpokeCom.com.
I look forward to hearing (from) you!
Andrew B. Clark
The Brand Chef
SPOKE Communications, LLC
phone: (515) 257-6584