From Nike and Pepsi to GE and Microsoft, major corporations spend millions each year on marketing initiatives to carefully shape, protect or revitalize their brand image. The success of a marketing campaign can hinge on a single word or image choice. That’s why these companies have also invested millions in brand style guides that carefully define and protect branding and tone across all internal and external communication touch points. Why? A distinct and unwavering brand voice is a core communication attribute. Any communication inconsistency can create brand confusion. Consistency matters.
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