How to Keep your Brand Message Consistent

Whether your business consists of two people or twenty, each person has their own distinct way of doing things. This includes how they communicate messages in written, digital and spoken forms. Due to this, if you have three people working on the pages of your website and another four members of staff who share social media posting duties between them; very differing versions of accounts are flying around.

For example if you are promoting an offer on your website and decide to have two blog posts planned to act as reminders before the offer ends; having these written by two different staff members will convey the same message in different ways. Does this relay the information that you need to the blog readers? Yes it does. Does it show that your company has a consistent tone, direction and communicative approach when talking to customers? No it does not. Here is an example to illustrate the point:

Staff Member 1

“This week is the last week to avail of our 10% discount off all orders placed before midnight on Sunday. Make sure to use promo code SUN10 at the checkout. Happy Shopping!”

Staff Member 2

“Please use promo code SUN10 when placing orders before this week ends to receive a 10% discount.”

As you can see from above, both snippets may convey the same message but they are jarringly different in tone and approach. This can be viewed as a disjointed effort by your business to only engage with customers in this social format when you are looking to push something forcibly in their direction. The former example conveys an engaging and welcoming warmness indicative of being written by somebody who can get across their intentions clearly in words whereas the latter, while unintentional, reads as more cold and business-like possibly due to that particular staff member’s ineffective writing ability.

Apply this thought process to your website and you may begin to understand as to why many website projects have a designated copywriter on board to keep the text and communicative approach clear, concise and consistent throughout. If somebody visits your website and browsers multiple pages, the differing writing styles may lead them to question if they are still on the same company website that they began on. If one page states X and another page states Y (due to no collaboration between the two respective writers); the clean and slick look of your website becomes marred and eschewed.