One of our clients challenged us this week to find a way to call out a product they had improved. The perception (and the truth) was that this particular product—in this particular niche industry—was indeed subpar for a while. And our client fixed it. Really, really well. What brand doesn’t slip now and then? From large, global corporations accused of being environmentally negligent, to the small online retailer that suffers an inventory issue, most businesses, at one time or another, experience the Unhappy Customer Moment. The good news? There is such an abundance of feedback channels and data now to provide immediate and rich information on how our customers are experiencing our products and our brands. The even better news? This information provides us with an extraordinary opportunity for change. To respond. To fix the problem. read more at: https://www.jschmid.com/blog/unhappy-customers-and-unexpected-opportunities/
Over the last few years, the concept of ‘brand voice’ has been construed to mean how your favorite potato chip company feels about the latest socio-political development. There are two main problems with this perspective. First, consumers are smarter than that. They recognize the inherently self-serving nature of that kind of commentary. Secondly, it narrows the scope of what brand voice actually means.
Brand voice isn’t just about the copy on your website or in your emails, and it surely isn’t just a tagline – it is all forms of communication between your brand and consumers. From the literal copy to your packaging, voice is a manifestation of a brands mission, vision, values and story. It is something literal, yet ethereal, it should survive CMO changes, product alterations, and re-branding exercises. This isn’t to say it should stay the exact same, over the years it should evolve and grow but always remain a recognizable, human part of your brand and how you communicate.
Let’s take a look at how three different brands are using their unique and authentic voices across a variety of mediums and touch points at: https://www.jschmid.com/blog/brand-voice-its-more-than-a-tagline/