A lot of brand planners talk about “voice.” The voice of the brand. It’s a metaphor, of course, and one marketers easily understand. If I close my eyes and listen to Eddie Vedder sing, I know it’s him. Voice is an identifier.
As someone who has run gazillions of dollars of radio and TV ads, I know the power of a distinct voice. It’s smart marketing, if sometimes a crutch.
The voice metaphor falls apart when the delivery of the message outweighs what’s delivered. In branding what is delivered needs to be the brand strategy (one claim, 3 proof planks). Brand strategy is content-related not piping or music. Building a brand by organizing a limited number of key values in consumers’ minds (and employees’ minds) is the fastest, most efficient way to marketing success.
Years ago when a St. Louis focus group attendee looked at an AT&T videoconferencing ad and exclaimed “AT&T would never talk to me like that.” It was a comment about voice. When another said “If it’s from AT&T, I’m sure the videoconferencing quality will be excellent,” that’s brand strategy.