Does Your Brand Capture Your Voice?
APRIL 23, 2012:
Kathryn Hammond, CEO
Branding Content Marketing
As marketers we all know that a brand is more than a logo and catchy slogan. It is the essence
of an organization’s voice. The question is: how does a marketer ensure that its voice is not only on-point, but also delivered consistently across all channels?
Here are 5 issues to consider:
Your name. Does your organization’s name still represent your current services, growth plans and goals? Working with a brand strategist who can take an objective look at your name and position in the marketplace relative to the competition is an important first step towards ensuring your name and logo reflect your voice.
Physical location. How does your company’s physical location compare to the competition? If you have multiple locations, does each location have a common look and feel? Ask an outsider to tour your facilities and a few of your competitors’ facilities. This exercise usually unveils results that surprise marketers who walk through the same door every day.
Content. Is your website design and content consistent with your print materials, social media presence, etc.? Given the multiple channels your content appears in, an annual or semi-annual content audit is now a must-have budget item.
Online reputation. What are consumers saying about you and/or the services you offer? Do you know and are you responding? If so, how quickly? Using an online reputation management tool can help you identify patterns that will help you shift your time and dollars to what your consumers are actually talking about. Plus, you’ll be able to respond quickly to issues before they escalate.
Staff. Are your employees living your brand through their words and actions? A mystery shopping audit can ensure your brand is being represented consistently by all staff members – or identify areas of improvement.
How are you working to ensure your brand captures your voice?