The right words first: How a strong brand voice shapes success
In the rush to get a new website up, post on social media, or publish articles, many organizations jump straight into the tactical side of marketing. They focus on logos, brand colors, and fonts—important elements, no doubt. But establishing a strong brand identity goes far beyond visuals. It starts with something much deeper: your brand voice. Who are you, what do you do, and why are you different? These are the questions that define a brand, and yet, many businesses believe they’ve answered them when, in reality, the disconnect becomes clear when you speak to employees or customers.
As a marketing consultant and leader for over 20 years, I’ve seen this pattern time and again. The rush to get the word out often overlooks one critical question: are they the right words? Establishing a brand is about creating a belief system that you, your team, and your customers all connect with on an emotional level. It’s not just about what you say—it’s about what people believe in when they think of your organization.
Identifying the words and themes that should be synonymous with your brand before diving into the creative process is critical. Over the years, I’ve leaned heavily on questionnaires, interviews, and surveys to ensure that every aspect of the brand is in alignment with the organization's true identity. This step creates not just clarity but also excitement from the very beginning. When a brand’s messaging is defined early on, it leads to more meaningful progress during the design and branding process. Every presentation feels more relevant because it’s already rooted in the language and values that resonate with the team and their audience.
At Wallace Marcom, we place a significant emphasis on this foundational exercise. Collaborating with Jessica Wallace, a communications expert with a knack for digging deeper, has pushed this approach even further. She insists on a thorough examination of the words and messaging, ensuring that every piece of content reflects the true essence of the brand. It’s this collaborative process that allows us to build brands that not only resonate with their audiences but are also believed in by everyone who comes into contact with them.
In branding, as in life, it’s not just about being seen. It’s about being understood. Before you rush to launch that website or post that tweet, take a step back and ask: Have we truly defined who we are? Only then can you build a brand that lasts.
If you're looking for advice or direction on refining your brand and brand messaging, we can help. Feel free to reach out on LinkedIn or visit our website at www.wallacemarcom.com to learn more.