Going cross-channel is the goal, but don’t forget it all falls under one brand umbrella.
Whether you’re writing copy for your website, captions for your Instagram feed, or scripts for your latest brand video, you need to keep the voice consistent.
This task involves creating a set of brand guidelines that your entire marketing team understands and holds each other accountable to. This part is really fun! Ask: If there was a narrator over a student’s day on our campus, what would the voice sound like?
Draft sample pieces of writing for each type of content for the team to reference. Host discussions where you describe your brand voice in detail. Is it conversational or formal? Is it funny or direct?
It’s all about setting the stage for what your target audience can expect from you, wherever they “run into you” online.