How to Maintain an Unwavering Brand Voice

Lauren HongAdvisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.

It’s not just what you say, it’s how you say it. Picture this: You work for an advisory firm serving socially conscious young professionals. Your approach combines values with an accessible team driven by a commitment to environmental, social, and governance (ESG) investing. Your clients appreciate your messaging’s blend of warmth and expertise.

Now, let’s introduce a new team member. Eager to make an impact, they share a well-intentioned social media post about your services. But to project professionalism and the importance of ESG investing, they opt for a more “formal” tone. The result? A flood of confused comments from clients accustomed to your friendly, sustainability focused content. As your team addresses the confusion, it becomes clear that every choice in communication shapes how your brand is perceived.

A strong brand voice is the foundation of a firm's identity, fostering trust, credibility, and familiarity with clients and the public. To stand out and build enduring client relationships, firms must recognize the critical role of a consistent brand voice and uphold it throughout all experiences and challenges – as well as understand the risks of straying from it. Let's explore the process of clearly defining and maintaining a brand-voice guide that serves as your North Star, directing all your communications and content creation.