Brand nirvana: set your tone and define your voice
Consumed => “Finding Your Tone Of Voice” by Robert Mills on Smashing Magazine.
=> My value add (i.e., left a comment)…
Nice job. Three quick random-ish thoughts:
1) I’m not so sure it’s something you find, rather something you define, yes?
2) “Keeping the interviews informal would also help. The more comfortable the stakeholders feel with you, the more honest they will be.”
I see this myth / generalization differently. Just because they are more comfortable and open does not mean you will get optimal answers with regards to the business matter(s) at hand. Furthermore, perhaps informal is not the tone appropriate for the voice you want to define to the client?
3) Re: Authenticity And Consistency – Nirvana! I would have considered starting with this because ultimately this is the goal.
p.s. The mega-company references are great. Obviously, they get it. I think a few (hundred) words on dealing with the less marketing / branding savvy would help. Especially on how to convince and train them on the importance of authenticity and consistency. And what about a couple thoughts on how social media’s ease of use has convinced (too) many that tossing sh*t at the wall to see what sticks is good for the long term growth of their brand. Ease of use or not, now more than ever tone, voice, etc. are essential.