I was working with a new client the other day, and I have to say, it was a delight. This client had a very strong sense of who he was and what his business was about. And he wanted his written communication to reflect that.
He had the vital ingredient when it comes to communication style: authenticity.
So instead of creating a hazy document, muddied with corporate-speak, we were able to put together a clear, simple document that said what he wanted to say and in a way he would say it himself.
He was willing to take a risk, be a little different – be real. I call it a WYSIWYG approach. What You See Is What You Get.
The term is used to describe computing systems that display the text as it will appear in the final output, rather than in code (e.g. HTML).
I use it to describe a piece of writing that clearly conveys the ‘personality’ or ‘voice’ of the person or organisation it is about – no secret codes, no BS. You know what you’re getting.
That’s authentic – and it’s good for business. Your clients and customers can feel comfortable knowing that you mean what you say – and the language and style you use is consistent with who you are. It inspires confidence.
Does the style or ‘voice’ of your content – in websites, reports, and marketing material – reflect who you and your organisation really are? Is your communication authentic?
This is the second in our series of posts about branding. You might also like to read: Is the ‘face’ of your business sending the right message?