Comment pouvez-vous développer une voix de marque cohérente au fil du temps ?
La voix de votre marque est la personnalité et le ton de votre contenu. Il reflète vos valeurs, votre public et vos objectifs. Mais comment pouvez-vous maintenir une voix de marque cohérente au fil du temps, en particulier lorsque vous avez plusieurs rédacteurs, canaux et formats ? Voici quelques conseils pour vous aider à développer et à affiner la voix de votre marque.
-
Bomi ManekshawEnjoying delivering results through interesting challenges and opportunities in the gig economy
-
Pamela DimmickWriting with Real Intelligence Since 2006 | Copywriter & Brand Voice Specialist for Visionaries and Changemakers |…
-
Maren Sinclair, MBAMarketing Communications at Walsh Construction Co.
La première étape consiste à définir la voix de votre marque et à la documenter dans un guide de style. Un guide de style est un ensemble de règles et de directives qui vous aident à communiquer l’identité et les valeurs de votre marque. Il doit inclure la mission, la vision et les valeurs de votre marque, ainsi que votre ton, votre voix et vos préférences linguistiques. Par exemple, voulez-vous avoir l’air formel ou décontracté, professionnel ou amical, autoritaire ou conversationnel ? Comment vous adressez-vous à votre public, quels mots utilisez-vous ou évitez-vous, et comment formatez-vous votre contenu ?
-
At the very core ... Start with authenticity. Be authentic in saying what you think (no sugar coated bullets) and do what you say. Achievers dream but dreaming without action doesn't lead to achieving.
-
Your brand voice should evolve! Encourage ongoing collaboration among your key stakeholders to adapt the brand voice, especially in response to changing market trends or customer feedback. Your brand voice should stay true to your company culture and message but should evolve over time.
-
I recommend going much deeper than "casual vs. formal" and "authoritative vs. conversational." All of these traits are on a spectrum. Take "funny" as an example. What do you mean by funny? Are you smart-alecky? Are puns your jam? Are you self-deprecating? Sarcastic? Or are you simply playful — and only on occasion? What about punctuation and pacing? Do you use exclamation points? Semi-colons? Are your sentences long and flowy or short and punchy? Do you ask a lot of questions like I'm doing now? Do you address the reader directly? Do you write in first- or third-person voice? What reading level do you write at? What are some words you commonly use and words you would NEVER use? There's a lot to consider, and it's well worth doing!
-
It's important to understand your Target Audience and what kind of messaging you are putting out there. Use your Brand colours carefully, fonts and language to package it well. Keep it simple, friendly and clear. For example, a Tech Solution brand can adapt storytelling, Smiling human faces to portray collaboration and easy words for a non-techie to understand. Talk about features and benefits and ask about their pain points. Let them know you are there to help them and find a custom solution. Personally, I use SEMRsuh, Rytr, Grammarly and ChatGPT to help refine my content.
-
In my experience, developing and adhering to a consistent brand voice becomes effortless when you can envision the brand as a person and understand their unique characteristics. Similar to recognizing a friend's text based on their style, your brand voice can be identified and examined similarly. How does my brand communicate? What are its preferred expressions? How does it differ in tone from other brands? Answering these questions proves valuable when aiming to sustain consistency in brand voice.
La deuxième étape consiste à former vos rédacteurs à utiliser la voix de votre marque de manière cohérente. Cela signifie partager votre guide de style avec eux, fournir des commentaires et des exemples, et créer une culture de collaboration. Vous pouvez également utiliser des outils comme Hemingway ou Grammarly pour vérifier la lisibilité, la clarté et le ton de votre contenu. Plus vous pratiquerez et affinerez la voix de votre marque, plus elle deviendra naturelle et authentique.
-
Your writers will benefit directly from the voice guide. It tells them exactly how to succeed in writing for you. Most will welcome such a document, while others might resist being told how to write. Remember, you're teaching them how to write, but rather how to write in your voice. Make sure to: - Show them what's in it for them (ie, fewer revisions). - Train them on how to use the guide. - Let them know it's a living document that they can contribute to.
-
AI tools are a huge boon for giving feedback on voice and style — Writer, Grammarly Business, and Jasper are great examples. There’s no replacement, though, for the coaching of a great human editor. Take the time to give detailed constructive feedback to your team. It won’t just result in a better output; it’ll also help you earn their trust.
-
This is a challenging proposition because Content creation Team need time to Understand the Market, USP of Product/service, Business organisation process and systrms and it's Customer Behaviour. The content writers/Creator's must know the entire Process of buyer's journey, only then they can create & place appropriate content on particular Platform that too after lots of trials & Analysis. ie. Contents that attracts Content that engages Contents that converts Content that Delights 1. FIT Product-market: Content about product/service must fit to the needs/interest/concerns, Expectations of hungry buying audience. 2. Engage 3. Synchronize Also one content doesn't fit all stages and All platforms.
-
I’m curious about how texting and writing will change. On one hand, the briefing, by whatever guide, is also about conveying culture and corporate values. AI will increasingly learn here and quickly prepare content in this style. Who knows, maybe styles will vary more strongly again, but AI could do that too. The question remains exciting whether AI can authentically transport emotions, captivate, offer added value besides facts and inflated news.
-
Tempos de mudanças rápidas o treino é eterno. Pode haver muita frustração na busca pelo tom de voz perfeito p/ sua marca. Não adianta treinar os redatores e depender de uma possível lealdade deles a você. Você precisa entender a realidade atual, onde pessoas são insaciáveis por informações novas, dopaminas baratas e vaidade extrema. Treine sua percepção humana.
La troisième étape consiste à adapter la voix de votre marque à différents canaux et formats. La voix de votre marque doit être cohérente dans l’ensemble de votre contenu, mais pas nécessairement identique. Par exemple, vous pouvez utiliser un ton plus décontracté et engageant sur les médias sociaux que sur votre site Web, ou un ton plus informatif et éducatif sur votre blog que sur votre podcast. La clé est de comprendre l’objectif, le public et le contexte de chaque canal et format, et d’ajuster la voix de votre marque en conséquence.
-
It's not must or necessary to adapt to all the channels or platforms at all as it would be waste of time, money and resources. We must apply 80:20 rule This can be done only if we have our homework done systematically. ie know exactly who is our customer and where we are on the ladder position with respect to our competitors. Example a video which works on LinkedIn might not create similar results on Instagram or YouTube or WhatsApp. Also Research and Experience has proved that Video content is most impactful , engaging and text article be it email , blog or website is least impactful and engaging. The challenge is creation time and cost for Video content too is longer and bigger.
-
This is an old metaphor, but it still does the job. You don't speak (or dress) the same way if you are in the middle of a dinner party, a university lecture, a rave, writing a newspaper article or talking to your kids. It is still you every time. But your tone changes. Another (different) way of tackling the problem is deciding what channels really align with who you are as a brand (raves may not be a thing for you. Or the opposite)
-
Each channel should become a unique stage with its own audience, and the brand voice is the character that morphs slightly to fit each scene. Just like a skilled actor, the brand voice changes its tone and style to connect with each audience more intimately. Social media can be seen as an improvisational stage where engagement is casual and immediate, while a website is like a formal presentation, carefully crafted and polished. A blog can be akin to an educational seminar, informative and insightful, whereas a podcast is like a fireside chat, more conversational and personal. This approach emphasizes the narrative journey of your brand, adapting and evolving to resonate with diverse audiences while maintaining a consistent core identity.
La quatrième étape consiste à tester et à mesurer la voix de votre marque. Vous pouvez utiliser diverses méthodes et mesures pour évaluer dans quelle mesure la voix de votre marque trouve un écho auprès de votre public et atteint vos objectifs. Par exemple, vous pouvez utiliser des enquêtes, des entretiens ou des groupes de discussion pour obtenir des commentaires de vos clients, ou utiliser des analyses, des conversions ou de l’engagement pour suivre vos performances. Vous pouvez également utiliser des outils tels que l’analyseur de titres de CoSchedule ou l’analyseur de contenu de BuzzSumo pour optimiser vos titres et votre contenu.
-
Scorecards are an outstanding tool for this. They list specific metrics and assign a score to each. Have writers self-evaluate their content against the scorecard before turning it in. If the content scores well, great. If not, they know exactly what they need to work on. From there, your editor also scores the content. If there's a discrepancy in voice (or any other metrics), the editor can give actionable feedback.
-
O seu produto tem que ser bom. O seu serviço tem que ser bom. A entrega tem que ser boa. Resultado. Um tom de voz focado nos resultados reais e benefícios que sua marca trazem as pessoas não precisa se adaptar. Mas o conteúdo pode ser adaptado: YouTube pessoas preferem aprender, Instagram preferem ostentar, etc.
La cinquième étape consiste à mettre à jour la voix de votre marque au fur et à mesure de son évolution. La voix de votre marque n’est pas statique, mais dynamique et flexible. Au fur et à mesure que votre entreprise se développe, que votre public change ou que votre secteur d’activité évolue, vous devrez peut-être modifier ou remanier la voix de votre marque pour rester pertinent et compétitif. Vous pouvez utiliser les étapes précédentes pour examiner et réviser périodiquement la voix de votre marque, et communiquer tout changement à vos rédacteurs et parties prenantes.
-
Marketers bandy a lot about how important it is to maintain brand consistency (which it is!), but that's no reason to take a brand refresh off the table. Updating your brand is a viable way to overcome plateaus in fan growth or engagement, cueing your audience to "the next chapter" of your brand. At PAPER & PAGE, a Bangkok-based agency with which I've enjoyed a long and fruitful partnership, we pushed to refresh the regional website of U.S. Pulses (i.e., American-origin legumes), mainly because the original website was several years old. This also coincided with a new social media campaign, giving us a chance to update the designs of both the website and the new social media graphics, which actually ensured a consistent brand experience.
-
Many legacy brands have issues when it comes to their brand voice. If you're stuck in the past, you won't be able to target the future TG. Unless you are iconic like ParleG or Amul, updating your brand voice is extremely necessary!
-
Aprimore seus produtos e serviços e o tom de voz se aprimorará. P&D é muito importante. Conheço empresas maravilhosas que falham miseravelmente no marketing por tentarem falar a linguagem "moderna". Be yourself!
La sixième étape consiste à apprendre des autres qui ont une voix de marque forte et cohérente. Vous pouvez trouver de l’inspiration et des exemples de marques que vous admirez, respectez ou auxquelles vous vous identifiez. Vous pouvez également apprendre de vos concurrents, de vos pairs ou des influenceurs de votre niche. Vous pouvez analyser leur contenu, leur ton et leur langage, et voir ce qui fonctionne et ce qui ne fonctionne pas pour eux. Vous pouvez également demander des commentaires ou des conseils à des experts ou à des mentors dans votre domaine.
-
A consistent brand voice is hard to maintain because of turnover and because different people will be speaking it. It takes more than a style guide and training to maintain it. You have to study your prospects. Understand them. Have a clear picture in mind of who you're talking to. We all use different voices when we address different people, like our parents or our children. So the best way to maintain that consistency is to be students of who you're talking to. Know them well.
-
Networking é muito importante. A experiência de quem já passou por etapas que você ainda nem chegou é crucial p/ você chegar antes ao seu objetivo. Mas os melhores professores são seus próprios erros.
-
To define my brand voice I prefer to use this simple approach which is to write my content or copies the way I would tell them to a friend or client during a face-to-face conversation then edit the content or copy taking standard copy or content writing protocols into consideration. I also watch out for the choice of words my target audience would normally use. To ensure consistency, I have a section in my brand guide that describes my brand voice which I've been able to nail from studying the contents I’ve written over time.
-
Ways of Embedding Brand Voice in the Content Strategy such that it's engaging and Empowering to customers thereby transforming them by giving Delightful Experiences. Creating Universal Content that can cause Multiple outcomes and be impactful on all platforms for diverse category of customers. Brand voice that Creates Value !!!
-
I was part of the rebranding team for a wonderful nonprofit based in North Carolina called Kidznotes. When Kidznotes first started, it was a free music instruction program that started in preschool with cardboard violins, but students eventually graduated to instruments including violins, violas, cellos, and more. As the original students grew up, the need for a rebrand became obvious as the original logo had a very “preschool” look to it. We rebranded to be inclusive of the teens who were graduating and the young adults who continued to be ambassadors for Kidznotes. You can Google the logos and see how it evolved over time — it was an excellent rebrand piloted by Angie Scala Design, and I was very proud to be a part of it.
-
Creating taglines and catch phrases as identifiers for your brand, helps in etching your brand image and voice on to the minds of your audience.
Notez cet article
Lecture plus pertinente
-
Marketing de contenuComment pouvez-vous garder la voix de votre marque authentique?
-
Marque personnelleQuelles sont les stratégies les plus efficaces pour maintenir une voix de marque cohérente sur tous les canaux ?
-
Stratégie numériqueComment testez-vous et mesurez-vous l’efficacité de la voix et du ton de votre marque ?
-
Rédaction numériqueComment choisir le bon ton de voix pour chaque plateforme numérique ?