One Clear Voice

    

Being able to establish your place in the market is imperative for survival – but being able to define a brand that resonates with your customers is imperative for success.

    

“Corporate branding is a serious undertaking which entails more skills and activities than just an updated glossy marketing facade with empty jargon” explains Martin Roll from Venture Republic.  Brands must be able to create a “dialogue with an authentic voice.”

    

This ‘authentic voice’ is transmitted through your website.  Not only are you having daily conversations with your customers, but they, in turn, are having conversations about you.  Therefore, your brand messaging must be clear, consistent and relevant. 

    

         

    

    

Keeping a consistent message over time has proven to be difficult for many companies.  The Blake Project, a strategy consulting group, describes successful companies as those businesses that have a “rigorous attention to the brand’s position.”  Over time, however, that attention can wane and companies can stray from having a single, focused brand position.  “The next thing you know, you’re about to come down with a bad case of brand schizophrenia.” 

    

Once your brand lacks focus, you lose your ‘authentic voice’ and then, you lose your customer’s loyalty.

    

Until next time,

    

Dan