Building a Consistent Brand Voice

At 5 by 5 Design we believe it’s possible to change the world by posing the right questions, listening to the honest answers, and following the path that emerges from the dialogue. Today’s discussion focuses on creating content that is authentic, consistent, and true to your brand.

Andy Jacobson, along with his wife and business partner Wendy Jacobson, is a co-owner of Incredible Content, specializing in content planning and development for small to mid-sized businesses. We’ve asked Andy a series of questions about how important brand voice is to an organization. Here’s what he had to say.  

1.     What is brand voice?

Brand voice is the way an organization speaks to its customers and target audiences. This might be reflected in written content—website copy, social media posts, earned and paid media opportunities. Or it could be the type of language, phrasing and especially, tone its leaders and employees use when describing the organization either in written or oral form.

2. What are the benefits of keeping your brand voice consistent?

You never know when and how someone will encounter your organization so it’s paramount that what they’re seeing or hearing is consistent. We tend to focus on brand voice when it’s something we can control—like the type of content we put out. But people tend to overlook those countless points of contact involving employees at all levels of the organization. When someone asks employees where they work and the inevitable follow-up question, “what do they do?,” you want to be confident there is a level of consistency in what is being said.

3. How can organizations make sure their brand voice is consistent even when content comes from various places and sources?

Documenting and planning. By documenting, I’m referring to making it clear what your brand voice is and isn’t—what you’re trying to convey, the kind of words you should and shouldn’t use. Don’t just send a PDF to employees and ask them to digest the information at their leisure. Go over the brand voice with them and ensure they understand it.

And I believe nothing helps ensure your brand voice is consistent like developing a content plan. Consistency occurs when people know what they must write, who they must write it for, and when, and for this a content plan is crucial.

4. Are there any tips, techniques, or processes you’d suggest for writing content that is creative, consistent, and authentic?

Speaking with members of an organization, whether it’s in person or virtually, is helpful and a step that’s often overlooked. Sure, you need to do your homework and review the organization’s website and any background materials relevant to the assignment. But no one understands an organization like its employees, and they’ll often give insight that you wouldn’t find in other sources that will enhance the content you’re creating. These discussions are particularly helpful when ghostwriting. Speaking with the “author” of a blog or article, even if you’re the one doing the writing, is a great way to get a sense of their personality and voice and make the content that much more authentic.

5. What are some common challenges writers face when trying to create content that reflects the personality and communication style of the brand?

Over-relying on their ability to fill in the blanks is a big one. Writers want to prove how independent they are and can be reluctant to ask a client (or whoever assigned the project to them) for help or clarity. This can lead to developing content that isn’t aligned with a brand’s voice or veers away from its intended objective.

Writers also need to remember they’re creating a work for hire and to take themselves out of the equation. It isn’t about them; it’s always about the organization.