You’re a wizard, Harry. Sound like one.

What do you get when you fill two Writer apprentices with Writer-ly wisdom and enthusiasm? A brand-busting blog series, of course.

We’ll be travelling into the Twittersphere and wading through websites. Patting the backs of the tonally consistent and pointing out the brands that could do with a hand.

What got us on to this was the uncovering of the Rowling–Galbraith pseudonym secret. Since then people have been scouring for similarities between Harry Potter and The Cuckoo’s Calling. But why? Rowling’s one author. Galbraith’s another. Effectively they’re two separate brands. But people can’t help trying to force them under the same umbrella of tone – we’re suckers for consistency.

Unlike Rowling, brands can’t just make up a new persona every time there’s something to share. Nobody would know who they were. So consistency is key. It’s pointless having one tone of voice for Twitter and another for your website. It doesn’t work. Maybe it’s because it confuses us. Maybe it’s because we like knowing what to expect. Or maybe it’s just irritating.

So what does work?
You’ll have to stick with us for the answer. Over the next few months, we’re going to unmask our heroes of consistent tone and expose those lurking, tone-deaf villains.

Keep your eyes peeled.

(And if you don’t want to end up in our next blog – for the wrong reasons – you’d better start toning up.)

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