How to ensure voice consistency for charity shops
Tone of Voice is just as important as visuals when building a brand – it’s what will build and maintain customer loyalty and relationships.
So how do you ensure that everyone is on the same page?
Ask anyone how they distinguish charity shops, there’s a big chance they’ll mention brand colours. They have a huge role to play in attracting shoppers, of course. And being instantly recognisable is a large part of building a successful brand.
But to grow customer loyalty, you need more than an exciting palette. Your brand’s personality should help you create a unique customer experience. Something that makes your brand stand out from all other charity shops.
One of the ways to do so is to set a unique tone of voice that your customers can relate with.
Why voice consistency matters
Like all elements of your brand, your tone of voice should be consistent on all materials. Having this brand consistency can increase your revenue by as much as 23%.
But for the charity sector, it may be harder than it is elsewhere. In part because of the high turnover rate (38% on average for qualified professionals). But also because the sector doesn’t just rely on full-time employees. Your volunteers are in contact with a huge number of people too. And yet, they rarely have the opportunity to attend your marketing meetings.
So how do you achieve that when so many people are involved with design production?
Sarah Joynt-Bowe, Strategy Director
Helena Forrest, Marketing Manager at Sue Ryder
Things you can do
How we help to ensure consistency
Many of our users don’t have marketing expertise, so we worked on a built-in solution for our design platform. This is what inspired us to include a Tone of Voice Assistant*. It’s an easy way to prevent errors that also offers on-brand alternatives people can learn from.
We’re also working on a new feature that’ll make sign-off processes outdated. Choosing from a selection of pre-approved messages, users will be able to create designs in line with your brand voice. That’ll prevent users waiting for sign-off from using tools that can’t guarantee on-brand materials.
* Contact us to find out more.