Brand voice gives your business personality. It can be quirky like Netflix or sophisticated like Tiffany & Co. Whichever best fits your brand, it can be difficult, in an age of MarTech, to maintain it. Companies come in and say, “The computer predicts this is the best possible message and you should deploy it, even if it doesn’t sound on-brand.”
But Narrative Intelligence has been introduced into AI software, and it’s allowed brands to keep their distinct voice while still making data-driven decisions on the best marketing messages to use across channels for an engaging, fluid customer journey.
It’s important as you’re vetting potential AI and other MarTech vendors to be able to clearly explain your brand’s voice to ensure it is consistent throughout campaigns. These tips will help you and your team describe your brand voice to MarTech vendors.
Know Your Audience and Explain That to Them
Your brand voice ultimately needs to fit your audience and product — you know this. A high-end menswear or jewelry company likely wouldn’t be using Instagram captions such as, “It’s Monday and it’s raining and we literally cannot rn.” It lacks the polish and maturity associated with this type of brand. When a machine is fed this type of information, it can adjust its language, including the intensity of the message, accordingly. A brand with a more high-end feel might want a less intense (read: in-your-face) approach to a message, whereas one with a fresher, conversational voice might want to come off as more spirited.
Sometimes, and more often as you move down the org chart, marketers struggle to describe their brand voice succinctly. Pick two to five words that describe who you are. Do the same for who you are not. List dos and don’ts for each one. For example, “We are hip. DO: Keep up-to-date on the current language, acronyms, etc. that our audience is using. DON’T: Get FOMO. We don’t need to comment on every current event from our branded account. Don’t take political sides, unless stated by management.” Pushing this down the org chart will keep everyone on the same page and allow them to reinforce that with any vendors they work with. As a CMO or marketing executive, being able to explain it directly to your AI vendor will ensure you, your account representative and the machine are all on the same page.
Reinforce and Make Sure It’s Going Cross-Platform
Ensure all your teams are on the same page with brand voice and the dos and don’ts, from the email team to social to web. The customer journey should be a consistent one, and people will likely get confused about what your brand stands for if they’re seeing a drastically different voice on social vs. web. It’s important to ensure every public-facing automation tool and technology you are using follows suit — the machine is part of your team too!