The digital challenge to voice
Over the last 20 years, the digital revolution has raised the din of marketing communications exponentially, radically altering the messaging environment with its speed, novelty and noise. Every marketer needs to recalibrate his or her brand voice to find the right pitch and tone, and the ideal volume to be heard. This dynamic has forced organizations to:
– move from one-way communications to a dialogue
– incorporate personalization, flexibility and simplicity
– react instantly to rumor, speculation and criticism on the Internet
– convert brand communications to proliferating digital platforms
– build social responsibility into brand voice
– appropriately translate English for multi-national markets
Brand voice becomes a strong bond in shaping the strategies behind identity. A well-developed brand voice drives all communications to project a consistent personality and reinforce the customer experience. It’s the “red thread” running through every touchpoint and new media to reputation management.
Read more: http://smartbrief.com/original/2018/06/orchestrating-brand-voice-lessons-marketers
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