¿Cómo se puede desarrollar una voz de marca coherente a lo largo del tiempo?

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.

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.

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!

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.

Know Your Audience, Trust Your Voice: Understand your audience, but trust your brand's unique perspective. Your voice should authentically reflect your values. Evolve, Don't Overhaul: Evolve gracefully without complete overhauls. Adapt your core values to contemporary conversations while staying recognizable. Authenticity Trumps Perfection: Embrace imperfections for relatability. Authenticity resonates in a world saturated with polished content. Listen and Adapt: Engage with your audience, adapt to their language, and evolve your voice based on ongoing conversations. Document Your Voice Guidelines: Create a playbook for your brand voice. Guide your team with preferred tones, key phrases, and emotional resonance.

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.

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.

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.

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!

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.