For those authorized to speak on behalf of the organization, the skill of “talking” to
people in the correct voice becomes important. We’ve now moved into a time when people are tired of and jaded by corporate speak. They want even large institutions to have a soul, and they judge that by their actions and the vernacular used when they talk to their constituents.
There are a few difficulties in creating a consistent voice that accurately represents a brand and the organizational culture. When people are asked to write in a style that’s not cor-porate speak, they often resort to their own personal style, and this may conflict with the specific organizational style.
.
To get everyone on the same page, you must be able to define how the voice should
sound. Do this by showing people examples of communications that hit the mark, and
combining that with descriptions of the unique elements of the voice. For example, if you look at the voice that Google uses to speak to the world, they clearly want the company to have a feel, that includes a sense of humor, cleverness, openness, and a willingness to get along with other organizations and standards in the world. If you can’t define how the voice should sound, people will create their own versions and that will be a branding nightmare. Most entities have a good idea of how their voice should sound.
There is a culture and history that dictates the boundaries of the voice. In some cases the voice represents the founder or current leader. If your company doesn’t have a clear voice because the concept hasn’t been
discussed and agreed on, then stop here and direct a collective agreement on what the voice should sound and feel like for readers.
Posted by: Dominic Nwelih
Media Accent Nigeria
people in the correct voice becomes important. We’ve now moved into a time when people are tired of and jaded by corporate speak. They want even large institutions to have a soul, and they judge that by their actions and the vernacular used when they talk to their constituents.
There are a few difficulties in creating a consistent voice that accurately represents a brand and the organizational culture. When people are asked to write in a style that’s not cor-porate speak, they often resort to their own personal style, and this may conflict with the specific organizational style.
.
To get everyone on the same page, you must be able to define how the voice should
sound. Do this by showing people examples of communications that hit the mark, and
combining that with descriptions of the unique elements of the voice. For example, if you look at the voice that Google uses to speak to the world, they clearly want the company to have a feel, that includes a sense of humor, cleverness, openness, and a willingness to get along with other organizations and standards in the world. If you can’t define how the voice should sound, people will create their own versions and that will be a branding nightmare. Most entities have a good idea of how their voice should sound.
There is a culture and history that dictates the boundaries of the voice. In some cases the voice represents the founder or current leader. If your company doesn’t have a clear voice because the concept hasn’t been
discussed and agreed on, then stop here and direct a collective agreement on what the voice should sound and feel like for readers.
Posted by: Dominic Nwelih
Media Accent Nigeria
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