Leader’s voice can help, hinder
In marketing as in politics, a brand’s voice can make or break its ability to connect with its target audience. More than just tone and delivery, a brand’s voice signals its authenticity, approachability, and relatability. Get the voice wrong, and your message may fall on deaf ears — or worse, grate on them like nails on a chalkboard.
As Marshall McLuhan famously said, “the medium is the message.” In other words, how you say something is just as important as what you’re saying. The wrong brand voice can cause the receiver to simply tune out. Like Charlie Brown’s monotonous teacher whose “wah wah wah” fails to hold the Peanuts gang’s attention, a brand that speaks in a dull, generic way will struggle to engage its audience.
Worse than a bland voice, an irritating brand voice risks alienating the very people it seeks to persuade. For example, the vocal fry affected by some young people, as parodied in the TV show “Loudermilk,” is like fingernails on the blackboard — the message is lost as the receiver cringes at the delivery. Brands must be wary of crossing the line from distinctive to annoying.
In the political realm, a leader’s voice can be their greatest asset or liability. Former U.S. president Barack Obama’s oratorical skills were the envy of his opponents. U.S. Vice-President Kamala Harris’ once commanding presence has faltered into word salads in her role as VP. Former prime minister Brian Mulroney was praised at his funeral for his oratory and his baritone voice. Yet it must be said that after nine years as PM, this same voice made many Canadians wince. Much depends on the match between the voice and the moment.
Some political strategists suggest citizens are growing weary of Prime Minister Justin Trudeau’s particular cadence after eight years. Just like those ads about togetherness that rallied the nation during the pandemic would grate if repeated by advertisers today, a growing number of Canadians might tune him out even if he speaks from the heart.
Bob Ramsay, who I first met when he ran a firm appropriately called Remarkable Communications, wrote that what seriously annoys him about Trudeau is “how he talks to us. Or rather, talks down to us.” Adding “You’d think we’re a bunch of high school drama students learning how to overenunciate for effect, practicing earnestness as if it’s the key to conviction.”
His conservative rival would be wise to take note.
Pierre Poilievre’s fondness for repeating slogans risks wearing thin if he reaches for a catchphrase to answer every question. Or if he answers questions by questioning the questioner’s questionable query, sometimes while eating an apple.
For brands, finding the right voice is a constant balancing act. It must ring true to the brand’s values and personality. It must evolve with the times and the audience. Most of all, it must make people want to lean in and listen. In a world of endless noise, a compelling brand voice can be a powerful tool to rise above the din.