brand voice Archives - Crystal Clear Communications

Filed Under: brand voice, differentiation, measurement, style guide, tone of voice, what is brand voice, writers

By George Stenitzer

Smart marketers find a unique brand voice

Marketers from Accuweather, Cyrus One and Kaiser Permanente posed a series of tough questions about brand voice: How can a brand quantify content ‘tone’ as in ‘brand voice’? How do you create a consistent brand voice? What should be written from the brand voice versus an author? Do you have best practices/tips for creating a …

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Filed Under: Brand, brand voice

By George Stenitzer

8 Ways to Breathe New Life Into Your Brand: Suzi Williams

Learn the secrets of how BT has doubled its brand value since 2009. Launch initiatives such as brand voice, which even the accountants like! Imagine facing this challenge: Breathe new life into the marketing of the world’s oldest telecom company, founded in 1846. As Group Marketing and Brand Director at BT, Suzi Williams tackles exactly that challenge …

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Filed Under: 1-page Message Map, brand voice, On Message

By George Stenitzer

Where to start: getting everyone in your company on message

How do you come up with your company’s message? Do you create it yourself in marketing or communications? Or involve a group of leaders from your company to co-create the message? Here are 4 reasons why it’s better to co-create the company message in a group. First, a group can recall more anecdotes and stories …

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Filed Under: brand voice, Content Marketing Strategy, Evergreen Content, Global English, writing

By George Stenitzer

5 Lessons for Content Marketers from Gardeners in Spring

Lessons for content marketers Spring arrived suddenly this year. It’s a great time for content marketers to learn good habits from gardeners. The work you do in spring pays off year-round. Scrutinize every inch. Once a year, take a hard look at everything. Examine all the content you offer today, in light of your metrics and …

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Filed Under: brand voice, Buyer Persona, Content Marketing, Short Attention Spans, writing

By George Stenitzer

Are ‘You’ the Missing Person in Content Marketing?

Do you know of a missing persons’ bureau for content marketing? Maybe there should be one. When I review websites for a competitive content audit, I often find someone important is missing: “you” the buyer or customer. On many B2B websites, nowhere on the webpage does the voice of the brand ever speak to “you.” …

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Filed Under: Ann Handley, B2B Content Marketing, brand voice, Buyer Persona, Buyers' Journey, Content Marketing Institute, Content Marketing Strategy, Customer Questions, writing

By George Stenitzer

Great Content Marketing Makes Your Buyers Smarter

Great Content Marketing is more about brains than budget. Deep content makes your customers smarter. That’s my favorite quote from Ann Handley’s talk at Content Marketing World. She’s the founder of Marketing Profs, a speaker, blogger, and author. Ann reminds us what content marketing is all about: creating your audience of subscribers. With content marketing, …

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