Lost Your Voice?

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.