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How do you encourage a client to go deeper into their brand voice, a committ to it?
My clients often have a very weak idea of what their brand is. They have a font, colours, rules about logo resizing - But nothing on their voice and the audience they are talking. Every month their audience is different.
How can I get them to understand the importance of speaking with one voice, to one audience for a long period of time?
That’s a great question @Eliot Miller! A few thoughts…first, I’d bring research on the value of building a brand—I don’t have this on hand but there are some great stats out there on the ROI of brand and creating recall among customers.
Second, I’d approach this with a curious mindset. Ask them questions about why their audience is changing and really try to get to the heart of what’s happening in their business that creates this inconsistency.
Then, are you looking for them to set the voice or is developing it something that you could take the lead on? I’m doing this with a nonprofit right now and it is definitely a case of lots of education and getting buy-in from non-marketers, but when we get to that moment of agreement and realization…it’s fantastic!
Thanks for the reply.
I've really tried to take the lead. Proactively driven a lot of conversations and presentations.
But I can never get them to 100% commit to one voice and one audience. They're always unsure of what senior management will say next month, or are crippled by FOMO.
Hmm. Would it help to bring senior leadership into one of these conversations? My other thought is that if this back-and-forth is impeding your work, show them that. Bring them information about how much additional time it’s taking to review or publish content when you don’t have these shared guidelines. I’m assuming you’re at an agency or freelancing, from your question about clients, so if this is affecting billable hours it might enforce the urgency of investing in brand work.