Set the tone for 2012… are you guilty of not being more like Innocent?

As the new year begins, many of us will be about to implement those fantastic marketing strategies we spent all of last year creating. If you’ve not done so already, now would be a good time to review the brand guidelines that accompany the plan, ensuring that every element, whether carried out by a member of staff or agency, is done so in accordance with your brand and it’s values.

Detail matters – and thankfully (or not, depending on where you stand) customers are becoming more tuned into it. Companies like Innocent can shoulder some of the blame for consumers poring over ingredient labels on the bottle of juice they’ve just picked up from the chiller cabinet; the point is however, that they do, and while you may have a fantastic product, how you or your team talk about your product can have a huge impact on whether the customer choses you.

Whether big or small, try to ensure you have some guidance that keeps your brand consistent; right down to the way you explain the ingredients in your product, the services you offer, your response to complaints… and everything else.

Talk this way: Schuh walks the walk when it comes to warm, on-brand copy

If you’re stuck for ideas, look to some of the leaders in the field of consistent brand tone of voice, like Pret (read the back of their sandwich boxes), Schuh (just have a browse around their site), First Direct (consistent friendly, straight talking tone throughout their comms… even when speaking to staff at the call centre, which is a nice surprise!).

Wherever you look these days, you’ll find some engaging, well written copy, but those winning the battle for customers will have consistent engaging, well written copy, that reminds you why you like (FB) or + (Google) and trust the brand… they will probably have a decent set of guidelines for their comms and marketing staff to follow – whether they’re writing DM or tweets.

Author: George Wright Theohari

Branding | Content | Design. We develop and deliver beautifully effective communications across print, digital and film.

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