How to Develop a Winning Corporate Voice

Think of your brand`s corporate voice like you would a singer in a rock band. When a lead singer is performing well, he or she can elevate a simple song into something great. When that singer is off-key, the whole tune falls apart. (Think of Queen’s Bohemian Rhapsody sung by virtually anyone other than Freddy Mercury and you get the picture.)

A corporate voice lives in every touch point that you share with prospective clients, current clients, and the public as a whole. It isn’t just press releases, ads and a website, but extends to invoices, app push notifications, sales collateral, proposals and contracts.

Determine what’s working and what isn’t.

Learn your sales and fulfillment funnel to see where there may be holes that effective communications could fill. Start by having discussions with your sales enablement team or speaking with a sales manager to better understand their goals and current obstacles to reaching them. Also speak to your marketing team about lead generation efforts to see where content and tone can be improved to increase conversions.

Collect and review all of the materials that make up your sales funnel. With a clear understanding picture of outreach touch points, you can see where prospective customers fall off track and you will have the strategic information required to internally sell changes you want to make to the public-facing content.

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Infuse your brand’s character into everything.

Even less sexy communications like receipts, out of office replies and service desk tickets can be brought alive by applying your corporate voice.

UBER receiptA great example of this is UBER’s receipts. While light on copy, it is heavy on function with three separate calls-to-action (CTA). The receipt includes a call-to-action to rate the driver or contact customer support, the second CTA informs users about UBER Eats (a food delivery service offered in downtown hubs) and a third offering is a coupon to users whose friends sign up with UBER. These offerings tie back to the product’s key features and its unique selling propositions of valuing feedback and providing clear pricing.

UBER_3 UBER_2 UBER_1

Around the world literally millions of these receipts are sent out every day and function as both fulfillment of a product feature and as part of the corporate voice.

Find and share brand stories.

Storytelling is an authentic way to discuss a brand’s progression and its products features. Tim Hortons 55-year history of growth is a great example. The brand’s story is tied to innovative product development in response to the changing tastes of its customers. The story aligns directly with the brand’s mission statement;

MISSION STATEMENT:
Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships.

Another way to bring your history to life in the company voice is by integrating how customers actually use your products into the product messaging and content. For example, check out Tim Hortons’ Epic Coffee Run video series that depicts how a crane operator gets his coffee:

By supporting your brand with a consistent and humanized voice you can take touch points and turn them into an ongoing conversation with your customers. A brand voice assumes there is someone there to listen: be sure to listen back.



Copyright © 2017 Cision Canada Inc.
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