Consistency, regularity and exclusivity. These are essential pillars in gaining brand awareness. In the first case, because it allows a consistent diffusion of our brand values across different styles, environments and over time; in the second, because smooth, uninterrupted communication helps combat falling into oblivion; and, finally, because it confers news-value to our content and brand stories.
But let’s look a little better at the first one. According to Erin Schroeder in Brands that are totally killing it with voice, tone & style (and how you can, too), “it’s consistency in delivering new content their audiences expect, but more importantly, it’s consistency in their marketing voice, tone, and style”. As the author illustrates (and we sign below!), in the case of Slack, a relevant tool we have recently started using, “clarity is the moral of their story.”
Above all, it is important to note that our communication’s #1 objective invariably involves meeting the expectations of our target audiences with proposals that add value to them – in most situations, to make their lives easier and better … when possible, mixed with some humor. However, as this is not always possible or appropriate, we must look at “our” market as a kind of mirror of those which are our own aspirations and needs as consumers.