Having a consistent message across all the different channels is one of the basic teachings of the Integrated Marketing Communications subject, but is it relevant to have the same voice across different channels?
I would run that company’s message through a couple of blogs, post a poll on Facebook, start a thread on Buzz and then scream: NO WAY! It’s obvious that a company needs to be consistent with its main selling point, but its voice needs to be personal and relevant to the channel. Our writer Ellie Brown and our president Chris Abraham have made some very useful observations on Ellie’s blog post, “Writing practice makes perfect“, that illustrate how the writer’s voice results in his/her own personal branding:
Ellie Brown:
That’s what I like most about blogging: that you can write in your own voice. And once people start to recognize that voice online, it helps to build your own personal brand.
Chris Abraham:
Too many “old school” businesses try to squelch the unique personal brand, thinking that it competes with or dilutes the parent brand. They feel like the employees need to be subsumed into the greater corporate brand; however, personal employee passion-based personal brand actually almost always enhances the parent brand.
The best writers and social media experts out there use their own voice to communicate the company’s message. By using their voice, they increase the credibility of the efforts while automatically increasing their own personal brand. I don’t know anybody who is eager to receive generalized messages.
We understand that knowing the brand and the customers is as fundamental as having a good selling point, but leave the harmony to us and we will carry the tune, with our voice.
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