Finding the character in your company voice.
By Scott Lawrie, Director Brand Language at brand voice consultancy XXVI.
One of the more interesting by-products of the Social Media revolution has been the change in the way people are now using language. In the digital space, language is fresh, funny, confronting, sometimes blindingly specific and often awe-inspiringly authentic.
Whatever the subject up for debate, people are now readily conversing in ways that many companies – with their heavy grey veil of corporate language – could only dream about.
It presents an interesting problem, and one, which – sooner rather than later – will force all companies to talk in a much more relatable and personable way. In a nutshell, if your customers are engaging with your business in a “first person singular” way, a “third person corporate” response will no longer do.
Quoted in a recent AFR Boss magazine, Michael Roux, Chairman of the Australian Davos Connection noted that the decline of the authoritative voice is already well under way. ‘We live in a bottom-up participation society,’ he says. ‘The disintegration of power and the associated decline in trust in institutions presents immense challenges for anyone who seeks to lead in any sphere of life.”
For decades, companies have enjoyed the luxury of speaking in a one-way, or “adult to child” tone to customers and employees. Until about 10 years ago, there were very few ways you could respond to a company other than with a letter or perhaps a phone call (complete with the obligatory 20 minute, ‘your call is important to us’ run around). All that has changed. Except the corporate voice is still very much alive.
To illustrate the point, here’s an excerpt from a real letter I received from my bank. ‘Further to your recent application for a Debit MasterCard, we regret to inform you that on this occasion, your application has been deferred to our assessment team for further examination.’
Oh really? Now imagine that happening in your favourite establishment after asking for a G&T with a slice of lemon.
‘Further to your request for an alcoholic beverage and a piece of citrus fruit, I regret to inform you that, on this occasion, your application has been deferred to the Manager for further examination.’
A ludicrous example, of course, but one that highlights the equally silly use of corporate language these days. Companies are desperate to form closer connections to customers, and customers are crying out for companies to talk to them as people. And words are a simple, effective way to do it.
So if today’s markets are conversations, what are companies doing to actively join in and shape the dialogue?
One of the biggest fears expressed by companies is the idea that they will somehow be seen as ‘less professional’ if they stop hiding behind the dull monotone of corporate language. Nothing could be further from the truth. In fact, in many recent focus groups, companies that use archaic or ‘formal’ language are seen as being stuffy, old-fashioned and – wait for it – less trustworthy.
So who’s doing it well? And what are the first steps a business should take?
Think about these brands in turn for a moment…Virgin, IKEA, The Economist and say, Nudie. It’s not hard to imagine how these brands sound, as each has a distinctive and characterful way of ‘speaking’ across the customer touch points, products and services they offer.
Now think about these two Australian brands, Telstra and Qantas.Hear anything?
Didn’t think so. That’s because neither brand has a distinctive voice of its own. Of course, there are a number of legitimate reasons for this. These brands have a whole suite of communications materials talking to widely varying audiences. They have many writers inside their business as well as in their PR, advertising, direct marketing and digital agencies.
Yet where is the magical ‘glue’ that binds them all together and allows them to speak as one?
Three things make the characterful set of brands stand apart. The first is consistency; one of the oldest and most obvious of the branding laws, and the first element in creating a distinctive voice. And here I am referring to consistency of tone. How you say it is just as important as what you want to say.
Which brings us neatly to the second element, the messages themselves. The characterful set is famous for saying old things in a new way, ignoring conventions and fearlessly speaking their minds to a marketplace yearning for something new. Can the same really be said of most corporates?
Finally, it’s no coincidence that the characterful brands have all had characterful leaders at the top, especially in their formative years. And while we’d never recommend an individual’s voice becoming the ‘whole’ voice of an institution – strong business leaders understand the importance of having something unique to say. While all the time never being afraid of saying it, loud and clear.
First published on AFR (www.afr.com) - 14th February 2011
