{"id":71747,"date":"2025-06-12T12:05:09","date_gmt":"2025-06-12T11:05:09","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/making-one-brand-voice-work-across-channels\/"},"modified":"2025-06-12T12:05:09","modified_gmt":"2025-06-12T11:05:09","slug":"making-one-brand-voice-work-across-channels","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/making-one-brand-voice-work-across-channels\/","title":{"rendered":"Making one brand voice work across channels"},"content":{"rendered":"

The phrase \u2018your website is your shop window\u2019 once felt inspirational. But nowadays, we expect far more from digital experiences. The majority of interactions we have with brands now take place online, and not just on the website. Social media, apps, portals \u2013 they\u2019re all different doors for us to buy more, learn more, do more.<\/p>\n

Digital marketing used to be a thing, but now it\u2019s the only thing. That means people are moving seamlessly between different channels, and brands need to think about these transitions to keep that experience consistent. Anything that feels too different will jar. But using the same language everywhere won\u2019t feel right either. So, how do you get the balance?<\/p>\n

Not just how you say it, but where<\/h3>\n

Rather than sharing the same messages everywhere, you want to be selective about what you say and where.<\/p><\/blockquote>\n

Creating a joined-up customer experience across digital channels takes a nuanced understanding of how users interact with content on each platform and in each format. There are some general rules, like avoiding an update about a new Head of HR on Instagram. But what needs to go where will depend on your own understanding of how people use your platforms.<\/p>\n

Think about who is using each platform and what they want to get out of it. Do they want to be inspired, reassured or guided on what to do? Are they different demographics? Rather than sharing the same messages everywhere, you want to be selective about what you say and where. User journey mapping can be a big help. Create different typical journeys so you can see where different messages need to land to be in front of the right eyes.<\/p>\n

Flex equals consistency<\/h3>\n

A good tone of voice can adapt to different situations. That\u2019s vital online, where your audiences can jump from a LinkedIn post straight to a news story and then look at your About Us page in just two clicks.<\/p>\n

Flex is the hero here, but it\u2019s all about getting the nuance right. Rather than having another tone of voice<\/a>, which will make brand identity all muddled, you can dial up and down some aspects of it. If you have a tone of voice principle that feels more \u2018out there\u2019 or anti-corporate, that\u2019s the one you\u2019ll want to flex. That could be as simple as using different grammar techniques. For example, if you don\u2019t normally use contractions (it\u2019s rather than it is), you might want to allow them on social media to avoid sounding too stiff.<\/p>\n

Clear guidelines<\/a> will show your teams what to do for each channel. Including examples of different formats is a helpful way for people to see which writing techniques they should be leaning into, and where.<\/p>\n

Sweat the small stuff<\/h3>\n

Human brains are very sensitive to tone, so we pick up on the slightest details. If a tone of voice is consistently applied, you won\u2019t notice it\u2019s there \u2013 that\u2019s one sign it\u2019s working well.<\/p>\n

Make sure you give micro-copy a tone of voice review. That could be instructions on your app, replies from a chat bot or button copy. Let\u2019s imagine an app for a banking disrupter that claims to make things easy. If the buttons say \u201cproceed\u201d, rather than something simple like \u201cnext step\u201d or casual like \u201clet\u2019s go\u201d, it\u2019s not going to feel straightforward.<\/p>\n

Pay extra attention to copy like error messages, notifications and account preferences. This is where tone of voice is often overlooked.<\/p>\n

Taking it offline<\/h3>\n

By working closely with compliance and experts in customer service, you can achieve the balance that keeps everyone (including your audiences) happy.<\/p><\/blockquote>\n

Most interactions with your audience will happen online, but not all. Some may still be over the phone or by letter. And even though email comms are digital, non-marketing ones can feel like letters.<\/p>\n

The tone of voice offline will need to match up. This gets tricky when different teams look after those comms, but your brand team can get involved to polish elements and set guidelines. Get the expert on your tone of voice to review comms like call centre scripts, order updates and responses to complaints. Make this a collaborative effort. By working closely with compliance and experts in customer service, you can achieve the balance that keeps everyone (including your audiences) happy.<\/p>\n

Spot where tone isn\u2019t working<\/h3>\n

Getting tone of voice right takes an always-on approach. When content has been in place for a while or various team members have been adding to the mix, the tone can quickly become jumbled. With an audit across your different channels, you can see where your brand voice<\/a> is, and isn\u2019t, being consistently applied.<\/p>\n

Speak to us<\/a> about getting an expert eye on your content to find those hidden spots where the tone has slipped.<\/p>\n","protected":false},"excerpt":{"rendered":"

The phrase \u2018your website is your shop window\u2019 once felt inspirational. But nowadays, we expect far more from digital experiences. The majority of interactions we have with brands now take place online, and not just on the website. Social media, apps, portals \u2013 they\u2019re all different doors for us to buy more, learn more, do […]<\/p>\n","protected":false},"author":2,"featured_media":71743,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,303,312,414],"tags":[],"class_list":["post-71747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-strategy-us","category-content-writing-us","category-social-media-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nMaking one brand voice work across channels - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/making-one-brand-voice-work-across-channels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Making one brand voice work across channels - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"The phrase \u2018your website is your shop window\u2019 once felt inspirational. 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