Imagine two people who were really good friends once. One gets a job promotion is moves to the other side of the country, where they have a totally different accent. That friend who moved, let’s call him Barnes, didn’t have that much time to visit his old home town that much — but he did adapt quickly.
The friend who stayed, let’s call him Nobles (original, I know) lived his life normally, occasionally being in touch with Barnes through less in-person means of communication, such as emails and text messages and very few occasional voice or regular calls.
When Barnes and Nobles reunited, however, the shock that the latter had on the speech changes of the first were huge. They could barely understand each other — even though they were still friends.
What was missing from their experience? Better communication and understanding of each other.
When you change your brand’s voice, don’t do like Barnes did. Occasionally tipping your audience that you are changing a your brand’s voice will do more harm than good.
Imagine if Apple suddenly inject too much humor on their Commercials. How would their audience respond?