‘Consistency is key’: How to exploit brand assets and tone of voice in B2B
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
Much has been said about the need for consistency when building a brand in B2C, particularly when utilising brand assets and tone of voice. From McDonald’s instantly recognisable jingle to Innocent Drinks’ cheeky manner of speech, some consumer brands have used this principle to build enormous fame.
But what sort of brand assets and codes are most important in B2B? How are they best used? And in organisations that need to speak with five or six different people to make a single sale, how do you craft a tone of voice that works from all angles?
