we’re loyal to the brands that promise consistency.
test the theory: think of a brand you love. a clothing line, a restaurant, a public figure. why do you love them? why keep following, reading their emails, telling your friends about them?
is it just the product / service / mission, or is it the way they make you feel?
the way they speak as though the message was crafted just for you?
they’ve honed their brand voice.
a voice can be authoritative or reassuring; confident or calming; witty or weighty.
a voice should be authentic, trustworthy, and consistent.
who is your brand?