Last week, I was floored.
A prospect looked at our portfolio and clustered our work into two groups: like and not like as much. Asked me if I could explain why. I looked at the two groups and quickly realized that the the ones he liked were all written by our storytellers/copywriters from scratch and had a singular voice; the others were written by a combination of our storytellers/copywriters and client’s. I have never resisted the client’s needs to collaborate with us because I want to be respectful of their budgetary constraints. However, the loss of voice integrity is the silent cost of resource mashup, despite our sharing a common brand voice guide; it’s all about how different people interpret voice guides. A sensitive ear will pick this fracture in brand voice.
You decide how important the integrity of brand voice truly is. We believe it is vital.