Experts share divergent views on how a consistent brand voice can be maintained
By Abimbola Mohammed
Maintaining a consistent brand voice across all customer touchpoints is crucial for building trust, recognition, and loyalty. A consistent brand voice ensures that every interaction with a brand—whether through advertising, social media, customer service, or packaging—sounds and feels like the same brand.
This cohesion creates a sense of familiarity and authenticity, allowing customers to connect with the brand on a deeper level. By using a unique tone, language, and personality, brands can differentiate themselves and become more memorable. To achieve a consistent brand voice, it is important to first define the brand’s purpose, values, and personality.
These points were the basis of a recent discussion among brand experts on LinkedIn, where divergent views were shared on how brands can maintain consistency in their messaging across different platforms.
According to the veterans, developing a brand style guide that outlines tone, language, and messaging for all customer touchpoints is crucial. They emphasized the importance of ensuring that all teams, from marketing to customer service, understand and embody the brand voice.
In his submission on LinkedIn, Lata T, Chief Marketing Officer at Webuster Technology Pvt. Ltd, argued that maintaining a consistent brand voice goes beyond just words—it’s about the entire visual and emotional experience.
“Make sure your team understands not only the tone of voice but also the importance of following brand guidelines for the color palette, elements, logo, and fonts. Encourage them to see how these elements work together to create a cohesive brand identity. Regularly engage your team in discussions about the brand to keep everyone aligned. When your team feels connected to the brand’s mission and visuals, consistency will naturally follow across all customer touchpoints,” Lata explained.
On her part, Tejal Patel, Content & Copywriter at AAELQ, emphasized the importance of clear brand guidelines in building and reinforcing brand identity.
“The key to achieving this is to establish clear brand guidelines that define the tone, language, and style of all communications. Consistency can also be maintained by training employees on the brand voice, regularly reviewing and updating marketing materials, and monitoring customer feedback for deviations from the established voice. Further, the use of tools such as content calendars and style guides can help ensure that all communication channels reflect the same brand personality. By staying vigilant and committed to upholding your brand voice, you’ll create a cohesive and memorable experience for customers at every touchpoint,” she stated.
Govind Changlani, Content Strategist at Koshish Marketing Solutions Pvt. Ltd, emphasized the need to understand the brand’s core voice as the foundation for consistency.
“Understanding the core voice of your brand or project is the foundation for consistency. It’s important to immerse yourself in the brand’s values, audience, and goals to truly internalize the voice. I’ve found that when I’m clear on the tone from the start, switching between projects becomes much easier. Once you’ve nailed down the brand voice, it becomes second nature to incorporate it across different types of content, even when deadlines are tight,” Govind shared.
Ashley Jakubczk, Assistant Director of Social Media at Harvard Business School, noted the importance of having a style guide, describing it as a living document that will evolve with the brand.
“It’s a living document that will adjust and change over time as your brand grows and evolves, and it’s an important reference guide for your entire team. It’s helpful to have a designated person who can help edit and refine written materials to align with it, and it’s crucial that your entire team remains flexible and willing to adjust and re-write when necessary to reflect the brand voice for that consistency. Often, a collective positive and open attitude, and a willingness to tweak seemingly small things, like sentence structure and even capitalization standards, can make all the difference,” she said.
The experts advised using consistent language and tone in all communications and regularly auditing touchpoints to ensure alignment. By doing so, brands can create a seamless experience that resonates with their audience and sets them apart from competitors.
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