When most people mention consistency, they mean visual consistency and there’s no doubt that is critical.
But today, I want to focus on a different kind of consistency. Voice.
Often times, how you say something is more important than what you say.
You should have a clear idea of what your company’s voice is. And regardless of how many different writers are involved, your materials should always be in the same voice. How do you "sound" in your communications pieces? Are you formal? Conversational? Do you use short, choppy sentences or long, descriptive paragraphs? Do you strictly adhere to grammar and style rules or do you take some liberties? What about slang or industry jargon? What does each of those choices say about you?
Don’t assume the right answer is based on industry stereotypes. Imagine the tone and style differences between a corporate law firm and a law firm that specializes in family law.
Your voice goes beyond the written words. What is the attitude of your radio spot? How about your signage? Is your voice consistent in how you answer your phone? The signature line on your e-mail? What about your press releases and sales promotions materials? Your on hold message?
Think of all the ways you communicate to your customers, potential customers, employees, and vendors.
How consistent and strong is your voice?