Businesses obsess over their visual brands. They spend days debating the typeface selection, but give no thought to the words.
In most cases, a company will assign the first wave of written communication to someone internal who’s “good at writing.” This is usually an English major, who knows a lot about spelling and grammar, but knows nothing about how to bring a brand’s voice to life. This means the company’s first website, press release and product guide are a collage of this poor staffer’s voice, what they think the company is, and arbitrary edits made during the revision process.
Writing using your brand’s voice needs to be done correctly from the very start. Otherwise, it’s impossible to know if your brand is effective. Too often, a company’s brand image is on point, but it’s being dragged down by mindless copy, with no clear voice. This leads the company to assume the whole brand is ineffective, so they throw the whole thing out, and start over. Such a shame.
So how do you get your brand’s voice to resonate from text?