Is your brand voice in tune?

Your brand voice is the collective impact of all the
messages your market hears from your organization.  Like a musical composition, your brand voice can
be truly inspirational if it’s in tune with your audiences and in concert with your
strategy.

Consider your brand message in the same way you might
evaluate what songs or artists appeal to you.

To reach the heart of your brand voice, think about the
following:

1. Are the
   notes clear? – Is what you are trying to say and how you are saying it
   clear? Or, are you burying the reasons for brand affinity deep within complex
   messages? A brand voice should be easy to discern and devoid of jargon or
   fluff.
2. Is there
   depth to the arrangement? – Depth offers added value to an audience. When a
   brand offers information that connects with the customers at a deeper level, a
   valuable connection is created. What insights are you offering to your
   audiences that provide more than simply sales language? How are you adding
   depth to the conversation and helping your audiences?
3. Is it in harmony with the composition? –
   If you looked at all of the communication tools you produce, would the messages
   all be in concert? Would each one build upon the next while supporting the
   story? Start with your core values. Define your brand. Then, make sure that
   everything you say supports who you are and what you believe in. Look at your
   entire program as an ensemble that requires alignment and performance.
4. Is it memorable? – Too many marketing
   messages are self-centered. They are created from the position of what a
   company is trying to say instead of what an audience might like or need to
   hear. Give your customers something they will remember. Be unforgettable.
5. What emotions does it evoke? – Emotion is the tipping point. When a
   musical performance evokes an emotional response it connects with you at a deep
   level. Is your message passionate, arrogant, bland, informative, interesting or
   distant?  Everything you send creates some
   response with your audiences. The key is to leave them wanting more.

Is your marketing and communications effort in full voice? Is
it a symphony of reasons to believe or a cacophony of hard to reach features? The
more attention you give to your brand voice, the more your customers will
appreciate your performance. Every note is important.

Give us your thoughts.

CC 'Tuner' by APMus, on Flickr. Image altered.