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This involves defining a brand voice and differentiating it from the brand’s tone.

The author recommends building a style guide that documents the “look and feel” of a brand to ensure consistency. This can be done by connecting different style elements of the brand to a central theme, that is, the company’s mission.

The author notes that where a brand’s voice is constant, its tone involves adapting that voice to fit different situations. A well-defined brand voice can be translated to different tones while maintaining its unique quality.

With the increasing popularity of social media, the author suggests adding a separate section to the style guide defining how a brand should present itself on those platforms. It could specify the use of emojis, slangs, abbreviation, hashtags and give image guidelines, among others.  

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[10 minute read]  

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