Brand voice really matters, and changes to brand voice are
tricky. Why?
First, let’s have a clear definition. Brand voice is the
carefully considered (or established by happenstance, because this also occurs,
albeit rarely) tone undertaken by an organization or entity in order to relate
to its constituencies and demonstrate its unique and authentic qualities. It
is, in essence, a readily identifiable signature. Once set, a brand voice
informs word, design, media choices—and, most important, messages and behavior.
If this intimidates you, don’t let it. The antidote to fear
is this: your brand voice should be “considered” and not “chosen,” because
getting to an authentic brand voice involves more than just you, or you and
your team. Great brand voices reflect the voices of external agents. Your
customers. Your partners. And people you have yet to meet, but want to.
What happens when you have a brand voice and want a
different brand voice? Well, here’s where consideration plays its all-important
role.
Take the case of JC Penney. This venerable company startled
its customers with an entirely new image in the beginning of 2011. In an effort
to compete for 21st century patrons, “JCP” revamped its voice for something
hipper and more modern. The emblems of the change included a bold, updated
logo, discontinuation of certain clothing lines that the stores had carried for
years, and hip new advertising. Bold, updated, hip—but apparently not
sufficient to move the Penney needle. In October of this year the company
apologized to its loyal customers (!) in this
ad and announced that it was “transition[ing] to a more iconic and
recognizable design … [to] … give our loyal customers a sure sign that we're
still the store they know and love.” Indeed, JC Penney said, “Through recent
consumer research, our customers overwhelmingly confirmed their preference for
our classic J.C. Penney logo … The classic J.C. Penney logo is familiar, as it
is the same logo displayed on most of our stores today, and reignites pride in
J.C. Penney and symbolizes the company who has faithfully served communities
across America for over 100 years." The clothing lines were also reinstated,
and the traditional customers are expected back in droves.
It’s clear that JC Penney was after a
fresher image and an expanded customer base, so we can guess that they focused
some, or possibly all, of any concept testing they may have done on the desired
target demographic. However, what they came up with, however elegant it may have
been, was unrecognizable as JC Penney. This surely created some intrigue in the
new target market. But equally important, the change was alienating to the
loyal customer base. It was too fast, and it was not authentic. And the
customers, who spoke as they always do—with their feet—thereby established the
authenticity of the JC Penney, not the JCP, brand.
Brand voice matters because it fosters a relationship. The
venerable, 100+ year old JC Penney apparently discounted the importance of the familiar
relationship, at least for a period of time. Understand: the change back is
surely dictated by economics, but it too is a gamble. One hundred years
is a long time to be in business. But people change, cultures change,
expectations change. What is reliable today may not be reliable ten years from
now.
We can’t predict the future, but we can think about options
for transitioning a brand voice without this kind of drama, publicity and
expense.
Nevertheless, here are my best practices:
1.
Design
the transition. Carefully craft a series of updates over time (2-5
years). For most of us who don’t have
millions to spend, this is very prudent in any case. And not incidentally, name
changes should be considered very, very carefully. (See my prior
post on this.)
2.
Start
with something that just makes good sense. Logo changes also seem to
generate a lot of controversy, but they create opportunity if they reflect
something that makes obvious sense for the consumer. Here is an example:
The old JCCs of Greater Boston logo
was cumbersome and didn’t leverage the most highly recognizable part of the
brand name: JCC. The newer logo is clean, fresh and legible, and signals
interesting things to come. The legal name, Jewish Community Centers of Greater
Boston, appears elsewhere in the organization’s communications and, where required,
along with this logo. (Full disclosure: this was part of one of my own
projects.)
3.
Alternatively,
start with a targeted campaign rather than a wholesale change. Experiment
with the new brand voice, possibly testing it against the traditional in split
campaigns. Get data to help you move forward before fully committing.
4.
Leverage
the medium most likely to appeal to your new demographic. I am really not
one to encourage discontinuity in brand voice, but social media is a great
platform for experimenting and provides instant feedback.
Be cautious—but not timid. A sense of balance, with sensitivity to the needs
and expectations of all constituents, wins the day.
