Finding Your Brand’s Voice
Your brand is your baby. You love it no matter what. You think it’s the best thing since sliced bread. But eventually your baby has to grow up, go out into the world, and find it’s own voice. But just like a person’s journey to find their own voice, a brands journey is a long and arduous one, that often involves getting lost many times before discovering its direction and its own brand voice.
In order to avoid as many pitfalls as possible, there are two things you should take into account. Firstly, you have to understand your customer. You can’t just market to everybody. Doing this will result in your brand conveying a lack of direction, causing it to fade into obscurity. Secondly, you need to have a good writer, who is extremely committed to consistency of tone.
Miller Highlife did pretty well in this aspect from 1997-2005. Their ads were directed towards a specific market: men. Frat boys need not apply. Their adverts involved parking a boat trailer, ignoring diet advice, and being faithful to your partner. They were also pretty funny. They were very targeted, and therefore had a clear and consistent voice that allowed Miller Highlife to stand out from its competitors.