How Your Brand is Viewed Internally Will Impact Its External Voice

A brand voice goes beyond the line of communication with the public. Authentic brand identity starts from the inside and is vital to keeping your organization aligned with its brand values.

Your staff is at the core of your communication as a brand. In order to enjoy the benefits of a stable and successful brand identity, your company must create a brand voice that speaks to and for every one of your employees.

Brand voice should stem from fundamental strategies that embody your organization’s mission. Consequently the voice would impact all levels of communication, from internal manuals and value statements all the way to promotional material.

Why Your Organization Needs a Brand Voice

Every business willing to build a recognizable brand needs a strong brand voice from the beginning. A brand voice is the driving force that keeps your company’s mission moving forward. This will ensure positive customer experiences, encourage employees to adopt company values and create brand advocates. Voice should be present in all areas of the company including blogs, company memos, and even business cards.

When internal branding is left aside, the entire company as an entity is weakened. If you aren’t careful, your brand may end up with content full of inconsistent voices and language, losing the opportunity to provide an accurate representation of the brand.

Creating a brand identity and voice is a process that will ultimately cement the positioning of your organization and validate your employees as brand ambassadors.

Your brand voice should follow some guidelines:

• Clarity: First off all you should know who you are and who your target audience is. How do you want them to view you? The brand voice will be specific to your goals and values.
• Enclave for company values: Finding the right voice for your brand goes beyond what just sounds good. You shouldn’t base this off of current trends or what’s currently popular. Your voice should fit every situation and it should always embody your brand values.
• Consistency: If you aren’t cautious, there can be a divergence in messages and tone. Model the way your brand voice is expressed across different channels or your brand voice might get lost.
• Leave the right impression: Your company must be aware how they want their brand voice to impact the audience and as such must adjust its voice accordingly to deliver the true message behind your brand.