Starbucks
“By using both functional and expressive voices, we’ll create more space for brand relevance, connection and joy”, says theis guide.
Functional and expressive — how does that translate into their texts?
“That first sip feeling” “So much yes” “Your favourites are back (Awww yes)” “Roses are red and stars are aligned. Find the perfect drink for your Valentine.”
All great examples of the copy we love. Short sentences. To the point (functional = helpful), but expressive. Writing with nouns and verbs. Adjectives? Not so much.
We definitely see how we could automate those guidelines with Writitude!
Translating B2B jargon to a “normal language”, Mailchimp is plainspoken and genuine, with a hint of a dry humour.
Think — large sentence length variety, use of incomplete sentences and there also must be a long list of forbidden business jargon words in their glossaries.
Notice how strategic brand guidelines usage not only helps maintain brand consistency but also simplifies marketing procedures.
By having pre-established tone of voice rules, teams gain clarity over their tasks, and they can better carry out their responsibilities, disseminating a cohesive brand voice.
In its communication Slack is brief, clear and empathetic. We love how precise they are in translating empathy into words, infusing their text with it:
Sticking to digital brand guidelines isn't a one-off task. It's an ongoing initiative that requires strategic efforts. How can a business make sure it's on track though?
Remember, brand voice guidelines aren't a set-in-stone document. They should evolve as your brand does. Review and update these guidelines regularly to reflect the brand's current ethos.
Moreover (and we won't get tired repeating this) — there's no consistency without automation.
Looking through your communications in different channels and doing a regular audit is a great practice for instilling consistency. Conducting frequent audits helps identify deviation points and rectify inconsistencies
Not a lot of brands do it (because everyone is busy, of course), but it’s a useful tool to adopt.
Informing your team about the guidelines, any changes in them, sharing great examples and training your new writers is a crucial step.
Initiative frequent sessions where the employee can familiarize themselves more with the brand guidelines, ensuring everybody representing the brand is on the same page.
Technology offers solutions like brand voice automation, verification and management software, which makes maintaining consistency much easier.
These tools automate the process of ensuring that every piece of textual content aligns with your brand guidelines.
The digital realm is vast, dynamic, and competitive. Hence, maintaining brand consistency can be challenging.
But by adhering to your digital brand guidelines and incorporating these tips, your brand can shine equally across all channels.
So, creating distinctive, crystal-clear brand voice guidelines enhances your brand’s consistency, streamlines communication across your team, and strengthens your brand's identity.
But it just doesn’t work without automation.
Do you want your brand to shine? Of course, you do. Consistency is critical.
Brand voice guidelines help, but we must apply them every time. No exceptions. No excuses. To do that — automate them.
This is one single task in your 2024 to-do list you still can achieve for your brand voice. Let's roll!