Brands need to be consistent in the presentation of their content

One of the most important issues that Marketing teams face when presenting the brand of the company they are advising, is to present content that is consistent with the rest of the company’s departments. The experience that the customer has with any of the departments should receive the same type of message aligned with the brand’s content and message.

Given that there are more and more channels, departments, services and solutions contracted by the organisation, it is more complicated to maintain coherence. Brands must be flexible enough to help the advisory team to adapt to the environment in order to capture the interests of current and future customers – and make them stay interested.

Recent survey results indicate that companies that have created a more informal communication system have gained ground with users, as they are more interested in this type of content. This shift is an example of an important factor that companies often forget: context matters and should determine how a message is conveyed.

In addition to adapting a message according to factors in the economic environment, communicators must also adjust their message and the way it is delivered according to the people they are communicating with.

As we already know ‘tone’ is the ‘voice’ or ‘way the brand communicates’ with the audience; well, there are AI-based tools that help companies and businesses find various ‘tones’ to communicate and this allows marketers to change context and adjust their messaging to create better interactions with different audiences and deliver a winning experience across multiple communication channels. The brands “tone” feature will allow marketers to define brand “tone” profiles that can be customised for internal teams and external audiences. This provides the company with a scalability that allows for significant cost savings and multiplied revenues.

Marketing managers must ensure that their departments have solutions for every context, so that they can adapt quickly when external market conditions change.

Now defining that tone of voice requires understanding of the brand and it’s proposition, mission and vision, history, client personas, competitors etc. etc. That still takes some human effort and can’t entirely be left to AI.

Written by Juanjo Maruenda, Consultant and mentor MS Nordic Spain
Sources: Forrester