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Ensuring a Consistent Brand Voice: Introducing Brand Prompts
If you’re a brand, one of the biggest challenges you have is how to ensure that everyone creating content on your behalf always keeps the tone/voice on target. This challenge only increases with global brands, where you are trying to translate the tone across regions and often languages. If you’re a global brand manager this is the sort of stuff that keeps you up at night.
If you work at Percolate, on the other hand, this is the sort of stuff that makes your mouth water. When we spot problems like this we get really excited about finding a way to solve them. It’s just too important an issue to leave to training, PDF brand guidelines, and a lot of hope. Our Client Solutions team spotted this pretty early on and came up with interesting ways to help brands solve for this. One of the methods they developed was a series of questions that Content Creators could ask themselves before they published a piece of content. The idea was to find a way to translate the brand’s voice guidelines (which are generally words like “bold” and “thoughtful”), to something actionable like “Does this post tell you something you didn’t already know?” or “Does the image present Percolate as a fun place to work?”.
When the product team saw this they started scheming and came up with a way to translate the idea into the software itself. The solution, which we introduced on Wednesday at our Customer Summit, is called Brand Prompts and allows brands to set a series of questions for a content creator to answer before they are allowed to send the post for approval or out to publish.
Two things about this feature really excite me. First, you can immediately see how this feature will extend past just its original intention. We’re already thinking about rolling out platform prompts to ensure brands are creating content that’s appropriate for Facebook and Twitter and even campaign/pillar-based prompts that ask different questions depending on what kind of content it is. Second, it’s an awesome moment of teams coming together to create something great for clients. The Client Solutions team developed a really smart way of answering a brand challenge and the Product team took that and figured out how to make it scale by building it into the product. It’s pretty much the ideal flow for how the company should function.