From the course: Learning to Write Marketing Copy
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Managing brand voice
- Brand voice is a term I hear misused all the time. Many editors and writers think it means everything from the company story and appeal to appearance and writing style. But it's more correct to call that the brand. The brand is everything that impacts your audience's emotional and economic response to you. Brand voice from a writer standpoint focuses on specific choices you make when writing copy for the brand. It's very hard to distill brand voice into something you can pass along to other writers, but it's essential if you're going to truly manage it. Without some kind of guide, you and other writers will each use their own perceptions of the brand. That's not the end of the world but it can reduce brand effectiveness. Here's some tips that can ease the process. First, have a lexicon. Create a list of words to show writers how you refer to things. In cycling, there's a lot of slang used to refer to helmets,…
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