Talking _about_ your company versus speaking _as_ your company

Let’s talk about brand messaging.

What is it?

It’s not a poster, or a website. It is not a slogan, tagline, or series of posts. It’s not a social media channel. It’s the way you talk when you are speaking as your company: in its own, unique brand voice.


Voice of a company

The voice of the company should be consistent everywhere, and not change around based on which person in what department you have at your company is speaking. There are ways to make sure it’s all consistent. Those ways involve collaboratively designing the brand message platform.

Which takes effort, time, attentiveness, and care. It takes a lot of focus to know what to keep, and what to let go of, when it comes to the kinds of words and phrases you use over and over to talk as your company, not about your company. As. It’s different.

Brand voice should be consistent and it should be clear. There’d need to be a tone that you choose to represent you. Playful, witty, conservative, illuminating, expert, scientific… each of these is an example of a kind of tone you could take. The tone should be reflective and in line with your brand voice. A voice for a set of messages that you will also have thought about quite carefully before releasing things through the media that make the best sense, based on your goals.


Messaging platform

What are the main messages a brand communicates? Who does it talk to? What tone does it take? All of this takes thought and design work: that’s all part of the package to create a strong message design platform.

These are questions that may roll right off the tongue, if you’re quite well versed in writing and blogging and talking and sharing all the time about how your company works well, for whom, and why that’s important for that audience. In other words, you’ve gotten a lot of practice. The messaging part may come naturally after a long period of getting used to sharing what works, with whom, and at the time in over the channels that you know will be best received. Optimizing for all of this is more, I feel, an art, than a science. Maybe there are a lot of testing campaigns and other things you can do to see how data correlates with this or that, and sure, that’s probably way true.

Some years ago in Durham NC, I had the chance to meet one such person. They were super good at measurements, loved to apply that for increasing blog traffic, and, really cool, are now quite famous. It’s interesting.

The goal for that person was to optimize for traffic. SEO and metrics and all of that. Super focused and giving us all a talk on this and that was why I went.

Since, I’ve had a chance to meet more than just one person who has gone on to be a runaway success, at least, financially speaking. All of them were very focused and attentive, and because of those traits, got very good at their game. I admire that. Some of them had outside hobbies, and cool things to say, besides that. These were the people whom I paid more attention to, through the next years. They had interestingness.

A voice for a blog, a voice for a life: having interestingness matters.


Sometimes, it’s just feeling it: the mood, the time and place, and hitting the note at the right instant to get your meaning meaningfully across, elegantly.


DK: Making a podcast

Dipika Kohli · S P A C E