Are You Serving Customers in the Right Brand Voice?
There's often a disconnect between the brand a company is trying to project and the way it serves its customers.
For example, a company might try to project a fun, irreverent brand image in its advertising while it's products are packaged in a utilitarian design and its customer service team communicates in a serious, reserved manner. There's nothing wrong with any of those attributes by themselves; they just don't align well when they represent the same brand.
The solution is fairly simple.
- Develop a brand style guide, like this one from MailChimp
- Share it with all customer-facing teams
- Align customer communication to create a consistent approach
Stephanie Schwab, CEO of Crackerjack Marketing, provides this excellent guide to developing your brand voice.
You can also watch this short video to learn how to develop a brand style guide for customer service. The video focuses on social media, though the lessons apply to other channels as well. You'll see some examples to compare and contrast different approaches.