One of the simplest and least expensive branding tools — one that’s equally valuable to all companies regardless of size — is almost never used. It’s the idea that, in any media, your brand should have a distinct “voice” that is uniquely yours. A few companies get it. The Ford Trucks TV spots narrated by actor Denis Leary have one. Some Volkswagen ads still do. But for the most part, companies spend a great deal of time and money to sound a lot alike. So here’s a thought. Think about a personality you’d like people to associate with your brand. (Hint: humor is always good.) Now ask yourself how that personality “sounds” when it speaks. Then make sure every word of copy, from your website to your on-hold message, uses that voice. And watch what happens to your brand awareness and likability.
