Lose the Jargon: Voice your brand

I occasionally reference B2C activity in this blog, because I think it is important for B2B marketers to continually learn from B2C activity. I don’t get hung up on B2C this or B2B that because, to be honest, B2B marketing is actually just marketing to consumers who happen to have a corporation to pay for what they buy.

So what can we learn from B2C? Well the following adverts prompted me to think about ‘Tone of Voice’. B2B companies don’t tend to focus on ‘Tone of Voice’ enough - especially in the preparation of day-to-day marketing communication activity. Unfortunately B2B technology Brands prefer to hide behind jargon, acronyms and rherorik. This needs to stop.

Done well a consistent and appropriate ‘Tone of Voice’ allows the brand to convey its values or qualities through the language it uses……Google is straightforward but a little irreverent (do no evil). Virgin is a cheeky tone, while NatWest chooses a more buttoned down and reassurance in its tone.

What is the ‘Tone’ in your B2B marketing communications? Is it simply a mish mash because you have never thought about ‘Tone’ before? I hope not, otherwise your missing a trick.

Enjoy these B2C adverts, and ‘listen’ to the Brands they represent.