Yeah, We Can. Yes We Can: The Importance Of Brand Tonality

It might seem pernickety to find fault in the small things – but as you know, the devil is in the detail. Making sure your branding is consistent from brochure to customer service is as important as the product or service itself.

How do you choose brand tone?

You can spend so much time, effort and money into researching and delivering your product or service. But have you spent time with your teams to make sure they know just how to approach their roles?

Semantic segregation – use language to your advantage

Every team across a company will have a specific set of roles and their own specific vocabulary. For example, sales teams will tell people about what you can do for them, while customer service teams ask customers how they can help.

While these differences seem obvious, the grammatical changes – from objective sales to subjective customer service – can change how a customer feels about your offerings. The small difference in language should be noted and used where relevant – but the overall brand tone should be consistent across the board.

This includes ensuring your teams understand what level of formality they are able to use when dealing with customers or clients.

>>  Find out why people don’t trust brands <<

What does this mean?

First, look at how you have pitched your brochure, advertisements, and other marketing pitches. Are they casual or formal? Do they address the customer like a friend or a business partner?

If your literature is chatty, so should your teams be. Classic examples are the friendly packaging on Innocent Drinks, which uses an assumed sense of humour to find a ‘human’ connection with the customer.

But if you’re in a B2B industry, professionalism can still count. If your promotional material matches a professional service then a chatty tone probably isn’t for you. The consistency needs to be applied across all departments – so anyone talking with customers or potential clients should be made aware of the language they are using.

Speech versus print tonality

When your staff talk to prospective or current customers, are they reflecting the language you use in your branding? Do they address customers by their title (Mr, Mrs etc), or immediately switch to first names? If your customer service teams have scripts, is the language reflecting that of the brand – do they use jargon or technical language? If so, how is this explained in plain English?

The human connection that marketers strive for is best placed in exactly that scenario – with your people, not your literature. Building rapport with prospective sales leads is one thing, but ensuring the same connection reflects your business is a finer art altogether. You don’t want to get the speech police onto every team member whenever they say ‘yeah’ instead of ‘yes’, as that’s not only impossible but I’m fairly sure borders on some form of human right infringement…

But you can ensure your staff understand how to interact with your prospective and current customers. It’s simple, too: make sure they know exactly what the product is they are selling – but more importantly to whom. If they truly understand the buying attitudes of key target customers, you’ll notice a natural assimilation to your company’s tonality as time goes on. Regular training can be done with a simple staff induction for new starters or a periodic refresher course.

Small pitch alert

I offer branding guidelines development, script writing services, in-house training, and brand messaging strategies. Just sayin’.

Your people are your strongest marketing tool, so use them effectively. Allow them to have their own personality, as this is (of course) what customers connect to. But whenever they are discussing your product or service, make sure everyone is on the same page (literally, if using scripts), and encourage the same tone across all conversations to make sure customers have a solid sense of who you are as a business and what your product represents.


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