Did you know that maintaining brand consistency can increase revenue by an average of 10-20%?
If your brand messaging isn’t being picked up, shared or remembered, it’s not because your team isn’t working hard enough. It’s likely because the message itself lacks the clarity and consistency it needs to cut through.
In PR and marketing, visibility is about being understood, trusted and repeated. But how do we get there? The answer lies in a brand voice that’s confident, present across every touchpoint, and backed by credibility.
Here’s how to make your brand voice stick and why the best-performing campaigns aren’t always the loudest.
Lead with insight, not intention
A common mistake in brand messaging is trying to sound important, without really saying anything important. Audiences and journalists can spot fluff a mile off. If your messaging is built on vague claims or recycled phrases, it won’t travel far.
Instead, lead with insight. When Strengthscope wanted to amplify its Team Effectiveness in the Workplace 2025 report, it didn’t simply push out a summary. Skout worked with the team to identify the most newsworthy angles – hybrid working, leadership challenges, team dynamics – and built a media relations programme around them.
The result? 22 pieces of coverage in just three months, with 43% placed in tier-one HR publications and 78% linking directly to the report. That’s what happens when messaging is rooted in relevance, not repetition.
Say something only you can say
Opinions are everywhere. Data isn’t. If you want your messaging to stand out, back it up with something original. That could be anonymised customer insights, internal process data, or commissioned research. The key is to find a story in the stats and tell it in a way that matters to your audience.
For example, Strengthscope’s report worked because it framed data around the challenges HR leaders were already facing. That’s what made it both newsworthy and shareable.
Use the voices that influence decisions
Your brand’s most credible spokespeople aren’t always in marketing. They’re the people solving problems for customers every day such as your sales leads, developers, customer success managers. These are the voices that resonate because they speak from experience.
But they’re also busy, and not always natural writers. That’s where structured support matters. Skout’s ‘foraging calls’ are a smart way to extract expert insight and turn it into compelling content. It’s how Bear Grylls Survival Academy repositioned its corporate team-building offer for HR leaders. Through connecting survival training to leadership development and resilience, Skout secured national coverage and over 125,000 online views. The message landed because it came from a place of lived experience – not marketing spin.
Make your voice recognisable and repeatable
A brand voice is the tone and rhythm that shows up in every email, caption, press release and comment. Consistency is what earns familiarity. When your messaging holds steady across platforms and formats, it becomes identifiable. That’s what makes it memorable. If your tone evaporates the moment you switch channels, what you’ve got isn’t a brand voice, it’s a formatting style.
The brands that get quoted, shared and remembered are the ones whose voice doesn’t rely on a logo to be recognised. It’s embedded in how they speak, not just what they say.
Make it discoverable and distributable
Even the best content won’t get heard if it’s buried. Structure your content for discovery: clear headings, expert bios, consistent author profiles. AI-powered search tools are increasingly prioritising content that demonstrates experience, authority and trustworthiness, so make sure your content ticks those boxes.
And don’t forget distribution; a single blog post can become a LinkedIn article, a podcast talking point, a webinar theme. Repurposing isn’t lazy, it’s strategic. It keeps your message alive across multiple touchpoints, without diluting its impact.
Finding the voice that earns trust
Getting your brand heard isn’t about shouting louder. It’s about saying something worth listening to and saying it well, often, and in the places your audience already trusts. Whether you’re launching a new product, repositioning your offer, or simply trying to stay relevant, the brands that win are the ones that speak with clarity, consistency and credibility.
And if you need help finding your voice or making sure it’s heard in the right places – you know where to find us. Get in touch here.
