Consistency overload.YOUR BRAND VOICE:

Colleen Wells, Writing DirectorKatie Jenkins, Design Director

august 2013

When it comes to branding, consistency is important.

But face it.

Thank you. We care and are listening.

Customers may recognize your brand and still not want to listen to you.

And too much consistencyis robotic.

blah blah blah blah blah blah blah blah blah blah blah blah

Your brand voice could be that personality at a cocktail party that you always avoid. Dull. Boring. Always telling the same story.

Creating a compelling brand voice takes more than consistency.

You do it by being: simple. authentic. inspiring.

consistentlysimple. authentic. inspiring.

simple.1

1Some brands know: short works better. Oil of Olay : OLAYDairy Queen : DQ Kentucky Fried Chicken : KFC Coca-Cola : Coke

simple.1

Talk like a person. When a short word works, use it. Use short sentences and short paragraphs.

simple.1

Thank you. We care and are listening.

Say half of what you think you need to say.

simple.1

blah blah blah blah blah blah blah blah blah blah blah blah

Corporate buzz words make people zone out. Don’t use them.

simple.1

huh?

core competenciesaction itemsdeliverablesknowledge basesfunctionalities

scalableuser-centricmission-criticalvalue-addedsolutions-based

LeverageFacilitateProductizeSynergizeCultivate

simple.1

what?

core competenciesaction itemsdeliverablesknowledge basesfunctionalities

scalableuser-centricmission-criticalvalue-addedsolutions-based

LeverageFacilitateProductizeSynergizeCultivate

simple.1

core competenciesaction itemsdeliverablesknowledge basesfunctionalities

stop!

scalableuser-centricmission-criticalvalue-addedsolutions-based

LeverageFacilitateProductizeSynergizeCultivate

simple.1

Think about it. Do you Google this:

– or –

– or –

“enabling enterprise collaboration”

“working without silos”

“company team building”

simple.1

When people search, they use plain English. Simple.

“company team building”

simple.1

Simplicity keeps people engaged so they continue reading.

And then you need to be…

simple.1

authentic.2

Just be honest. Don’t say a form is short when it’s not. Don’t say a process is easy when it’s not.

authentic.2

Say it’ll take a little time, and show them why it’s worth it.

authentic.2

Honesty is unexpected.

Sometimes it’s even shocking.

And that’s the point.

authentic.2

Being honest gets people’s attention. But even more important, it earns their trust.

authentic.2

Engage your audience with simplicity.Build trust with authenticity.

And then you have to get them to care by being…

authentic.2

inspiring.3

What di�erence do you make in your customers’ lives?

inspiring.3

You aren’t selling products and services. You’re selling the feelings customers get when they use your stu�.

inspiring.3

To be a part of your customers’ lives, you have to talk to them about life:... real human benefits. ... what’s in it for them.

Not how awesome you are.

inspiring.3

Because it’s not just about getting people to respond to your call to action.

( People can click or opt in without ever becoming a customer. )

inspiring.3

inspiring.3 It’s about getting

people to care.

EMOTION DRIVES DECISIONS. And it’s the emotional connection to your brand that keeps them coming back.

Simple. Authentic. Inspiring.Master these, then apply consistency – but in a flexible way

Because almost every rule has an exception.

We always…We never…

Example.

You should almost always write in active voice,

but there are exceptions.

A stranger stole my identity! (active, but über awkward)

My identity was stolen! (passive, but ok)

Follow rules, but don’t check your common sense at the door.

A unified voice doesn’t mean that everything you do is identical in style.

The way you talk in a job interview is di�erent from how you talk at a party.

So the way you represent your brand on social media will be di�erent than in a formal presentation.

Consistency is good. Just check yourself, before you wreck yourself.

Self-assess your

Collect a sampling of recent work and ask yourself…

brand voice.

Is it easy to read?

Avoid multi-syllable words, andwords that really aren’t words—like productize and incentivize. Trim long, dense paragraphs.

Are you straightforward with the facts, or is there

“positioning” going on?

Are you focusing on what’s in it for the customer?

Avoid talking mostly about product or service details.

Does it get straight to the point, or do you have to dig for the main takeaway?

“Today you are you, that is truer than true. There’s nobody else who is youer than you.” – Dr. Seuss

To add some awesome sauceto your brand, contact Oden:

Tina Niclosihello@oden.com901.578.8055www.oden.com

– and –

Read more of our stu� about brand and marketing strategy:Stop blowing up the balloons at trade shows!

Responsive Design: Is It Worth the Climb?

Double-Digit Growth—Who Needs Good Branding?

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Colleen Wells, Writing Director | LinkedInKatie Jenkins, Design Director | LinkedIn

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