Marketing Moment: Determine Your Brand’s Voice

I recently made a phone call to the Customer Service of a large company to discuss some challenges I have been having with my service. After explaining my situation, the agent I was speaking with said she understood completely and would give me a credit on my next bill. While I was very happy with that response, she went on to say, “And because it’s Monday, I’ll throw in an extra $20.00 credit.”

Old TelephoneI hung up the phone with a smile on my face, not just because of the credit, but because of my experience with the brand. You see, marketing doesn’t simply live within the marketing department. Marketing determines the voice of the brand and has a responsibility to communicate that internally as well as externally.

No matter how large or small your company may be, your brand has a voice. In the case of my customer service call, the brand’s voice made me feel understood, valued and made me laugh. The end result made me feel better about the company and increased my opinion of their service.

How would you describe the voice of your brand today? Is it the voice you want to share with your customers?

  • If so, does your whole company understand how to communicate your brand’s voice?
  • If not, write down the type of voice you would like you company to have.
  • Create a basic document to distribute internally with a description of your brand’s voice and how it should be used.

Take some time this week to talk to your team about the voice of your brand. Giving your customers a consistent experience every time they reach out to you will build your brand affinity and at the end of the day, it will make your customers happy.

Do you have an experience with a brand that left you with a smile on your face? Share it!

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.


  1. Marketing Moment: Even Plain Text Emails Can Be Fun & Honest | Swiftpage Marketing Blog - February 4, 2013

    […] When you are sending an automated email response, it doesn’t have to be dry. Keep the email short and sweet, like CrunchBase does, and find a fun way to be honest about the type of communication they are receiving. Putting a smile on a new customer or subscribers face goes a long way to build up your brand in their eyes. Remember, even automated plain text emails are part of your brand’s voice. […]

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