Bitesize Branding
What does it say when so many brands sound the same?

“Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over
a long period of time.” ⁣

⁣Bruce Springsteen⁣

⁣(The Boss is never wrong.) ⁣⁣

Look at the big dogs of branding: Virgin, Nike, Apple…⁣⁣

Now, look at some of the most successful brands of recent years: Innocent, The Body Coach, Brewdog…⁣

What do they all have in common?

They’ve all got consistent voices that communicate a consistent message, every single time, whether it’s a tweet, an email or a billboard.⁣

If you want to grow and maintain an engaged audience for your brand, you can’t use a scattergun voice that goes from cool to boring corporate blah in the blink of an eye.⁣

It makes you look inconsistent, inauthentic and untrustworthy. (Like that annoying person you knew at school that changed their personality depending on who they were talking to or what they wanted.) ⁣

Instead, your brand’s voice needs to be consistent every time you write anything. ⁣

This doesn’t mean you’re always saying the same thing either. That’s the difference between tone and voice; your voice never changes, your tone does. ⁣

Bringing it back Bruce; Born in the USA, Adam Raised A Cain and The River are all completely different tonally, but they’re all unmistakably “Bruce”.

Your tone is contextual. Your voice should always be consistent.⁣

That’s how you let customers know they can trust you, that you’re authentic and that you’re the brand for them.⁣