The Story Your Brand Tells: Why Consistency is Key

Finding Your Brand’s Voice: A Guide to Consistent Storytelling

Here’s a thought experiment: Think of your brand as a novel. Consider every tweet, billboard, Instagram or LinkedIn post on your social media handles, every blog post on your website, a page in this novel. Each page has its own tale to tell, but each page also provides the novel with a narrative thrust. Together, they ought to narrate a single, consistent story. Together, they could become an award-winning novel. 

Back to reality: This is how you present a unified brand persona to the world. In an era where digital touchpoints for brands are as diverse as they are numerous, establishing a cohesive identity is more crucial than ever. It has also never been this difficult. 

In a time before social media, where brand communications were limited to a handful of above-the-line media outlets, the flow of messaging was one-way and singular. It was easier to decide the message and run with a few iterations across the board. But we’re no longer in the Stone Age! Now, a brand must have a separate strategy for ATL and BTL media; your lengthy and professional LinkedIn posts cannot be shared on say, Snapchat; and what kind of beast even is Online Reputation Management?! 

These touchpoints mean that it is increasingly harder to maintain the same voice across various channels, while also differentiating to stay true to your audience. Eventually, though, it is a rewarding exercise for your brand.   

Consistency in voice and messaging, across every platform and asset, is the key to brand longevity, resonance, and trust. Consider Nike, for instance. For decades, they’ve championed the spirit of perseverance with the unmistakable “Just Do It”. This isn’t just a tagline — it’s a narrative that runs through all their commercials, social media posts, store designs, and even customer interactions. Every piece of communication from Nike embodies the spirit of “Just Do It”, even when the tagline is not spelt out. 

By maintaining this unwavering voice, Nike isn’t just selling sportswear; they’re selling an ethos. And it is this consistency that helps them carve a distinct niche, fostering unparalleled trust with consumers in a bustling marketplace. No other sports brand, no matter how great their products might be even when compared to Nike, can really come close.  

Brands are more than just products and logos; they’re living entities with personalities that evolve and grow over time. A brand’s tone of voice is like its fingerprint, manifesting across various touchpoints. When this voice remains consistent, it not only amplifies the brand’s essence but also subliminally fosters trust and reliability. Here’s why your brand must speak in one voice, no matter who you’re speaking to.

A Familiar Voice in a Noisy Room

Amid the digital din, brands strive to be heard. A recognisable tone helps rise above the melee. Somewhere in the ’90s, Coca-Cola decided to emphasise togetherness, happiness, and sharing. While their campaigns in India might have varied a little, their heartwarming commercials and cheerful tweets maintain the same vibe. In a sea of brands, Coke’s message is as comforting as taking a swig of your favourite drink.

Fostering Trust

Consistency in a brand’s voice engenders trust. Apple has always positioned itself as a pioneer, merging tech with artistry. Whether launching a new iPhone or addressing customer queries, or making digital shorts or mounting billboards, Apple’s voice spells innovation coupled with simplicity. Over time, this consistency has led consumers to associate Apple with cutting-edge design and trustworthiness. And despite their prohibitive prices, it’s now a much-loved consumer brand. 

Streamlined Communication Across Platforms

In our omni-channel era, a brand’s voice must remain harmonious across platforms. Airbnb consistently champions belonging and community. Whether you’re browsing their Instagram filled with cosy homes or reading an email about a local experience, you’re always reminded of the unique experiences they have to offer, building a cohesive brand image.

Reflecting Brand Values and Personality

A brand’s tone of voice mirrors its values. Patagonia, the outdoor clothing brand, isn’t just selling jackets; they’re advocating for environmental responsibility. Their commitment to sustainability is clear, not just in their products but in every single piece of communication, be it an Instagram post about conserving forests or an email discussing recycled materials.

Facilitating an Emotional Connection

A consistent tone helps brands go above and beyond, and achieve that elusive thing all brands aspire to. Once Dove launched a brand narrative around real beauty, their entire personality pivoted to rally around that powerful idea. Their campaigns, social media, and even product descriptions consistently emphasise self-love and celebrate natural beauty. Over time, this has not only distinguished them from other beauty brands but also fostered a deeper emotional bond with their consumers.

A Cautionary Tale: Pepsi

An example of a brand that has faltered on this count is Pepsi. While Coke has stayed the course with a tone emphasising togetherness and joy, Pepsi’s messaging in the aughts has been inconsistent at best. One striking example was the controversial 2017 ad featuring Kendall Jenner, which aimed to project Pepsi as a unifying force amid a protest demonstration. The ad was likely a simulation of the heavy protests America witnessed in 2017, around police violence against Black people. The fallout was swift: The commercial was criticised for being tone-deaf and inconsistent with the brand’s chipper image. Pepsi was forced to pull the ad, and this impacted not only their brand image, but also public trust. 

Tone-deafness and insensitivity aside, the ad clashed with Pepsi’s usual positioning as the choice of the younger generation. Remember the earworm-y “Generation Next” jingles from the late ’90s? That was a variation on a single theme – Pepsi Generation – that the company has pursued since the 1960s. The “social justice” angle in the Kendall Jenner ad was a cynical appropriation of a very relevant issue, and also a jarring detour from its usual vibe. Since that debacle, can you recall a single memorable campaign from Pepsi?

A brand’s tone of voice, when consistent, becomes its most potent tool. It’s the glue that binds everything together, ensuring the brand not only stands out but also stands for something. In an era where brands vie for eyeballs and engagement, a consistent tone is not a luxury; it’s a necessity.