One huge mistake that brand managers make is not paying enough attention to their organization’s tone of voice.
“Voice” sounds high-minded, doesn’t it, seeming better suited for literary tomes than the business world? Yet tone of voice simply refers to how you sound in your writing.
In marketing, your tone of voice can be a significant differentiator (along with a few other key things) and a strong advantage, because a lot of companies aren’t thinking about it.
Many businesses spend a lot of time on their logo, color palette and other things they think of as “branding”—the look and feel of their website, collateral, signage, fonts and so on. Very few consider the branding that a unique voice can convey.
If you were to mask the logo on your site, would you sound unique—true to yourself—or do you sound like everyone else, including your competitors?
Said another way: If the label fell off, would people know it was you?