The Importance ofBeing YouCreating a meaningful,memorable brand personality#RISEATX13 @claydelk
First, a little about me.
Sr. Content Strategist!#RISEATX2013 @volusion
Founder & Organizer
Austin Content!meetup.com/Austin-Content!
Find me online at:@claydelkclaydelk.comslideshare.net/cdelk
Now, a little about you.
How do you turn that into ameaningful, memorablebrand personality?
What do you mean bypersonality?
Let’s look at some examples
vs.
vs.
vs.
It’s all about how you talkabout yourself, how youengage with others, how youcommunicate.
Source: http://www.woot.com!
What is Woot?A discussion of ill-advised efficiencies,failed idealism, and trampled dreams.Woot is a lifestyle. Woot is a v...
What is Woot?A discussion of ill-advised efficiencies,failed idealism, and trampled dreams.Woot is a lifestyle. Woot is a v...
“MailChimp has added a splash ofmischief to a product category notknown for… well, much of anything.”Source: http://mailch...
Source: http:/voiceandtone.com
Voice & tone
Your voice doesn’t change. It’spart of who you are.It may evolve over time, but itshouldn’t change based on yourmood or yo...
“The!best!brands!speak!with!one!dis2nc2ve!voice.!On!the!web,!in!a!tweet,!in!conversa2ons!with!a!salesperson,!in!a!speech!g...
Your tone can change withoutchanging your voice.You change your volume andinflection depending on yoursituation, audience a...
BlackStarCo6opBrandGuideblackstar.coop
“We have more than a million users—and millions more potential users—who experience a whole spectrum ofemotions when they’...
Finding your voice(& tone)
Pop quiz
Who are you?
Who are you not?
What do you do?
What don’t you do?
How do you do it?
Why do you do it?
How do you talk about it?
Who are you talking to?
Exercise:Defining your voice
Using your answers to theprevious questions:Group them into 3 or 4 “bigbucket” traits or ideas that candefine your brand pe...
Do they fit your personality?
Do they stand out in yourmarket? (Should they?)
Will they resonate with youraudience?
The messagearchitecture
“A message architectureis an outline or hierarchyof communication goalsthat reflects a commonvocabulary.A message architect...
Cardsorting exercise1.  Who we are2.  Who we are not (and don’twant to be)3.  Who we want to beCredit:!Margot!Bloomstein!C...
UIE – Designing Usable Categories with Card Sortinghttp://www.uie.com/events/virtual_seminars/card_sorting/
1. Empowering–  Professional without being stodgy–  Inspiring and motivating–  Informative2. Approachable–  Friendly and e...
Now we can define what these qualities lookand sound like for:-  Marketing-  Sales-  Professional services-  In-product con...
“This is the differencebetween saying ‘wereserious and mature’and communicating itby using more formallanguage, a seriftyp...
What’s your messagearchitecture?
Questions,comments,suggestions?
Thank you!
SOURCES!ContentStrategyatWorkMargot!Bloomstein!hIp://appropriateinc.com/book/!!DesigningBrandIden-tyAlina!Wheeler!hIp://al...
The Importance of Being You
The Importance of Being You
The Importance of Being You
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The Importance of Being You

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My talk on brand personality, voice and tone for RISE Austin 2013. Thanks to @Volusion for sponsoring the talk!

Published in: Business, Technology

The Importance of Being You

  1. The Importance ofBeing YouCreating a meaningful,memorable brand personality#RISEATX13 @claydelk
  2. First, a little about me.
  3. Sr. Content Strategist!#RISEATX2013 @volusion
  4. Founder & Organizer
Austin Content!meetup.com/Austin-Content!
  5. Find me online at:@claydelkclaydelk.comslideshare.net/cdelk
  6. Now, a little about you.
  7. How do you turn that into ameaningful, memorablebrand personality?
  8. What do you mean bypersonality?
  9. Let’s look at some examples
  10. vs.
  11. vs.
  12. vs.
  13. It’s all about how you talkabout yourself, how youengage with others, how youcommunicate.
  14. Source: http://www.woot.com!
  15. What is Woot?A discussion of ill-advised efficiencies,failed idealism, and trampled dreams.Woot is a lifestyle. Woot is a vision. Woot is apungent aroma that never apologizes for what it is.Woot is the hope in the eyes of a child when thatchild realizes you dont have to pay List Price forcool stuff. Woot is an ever-evolving deal maelstromchurning around a tornado circling a mystery. If youhavent seen Woot since yesterday, you haventseen Woot.Source: http://www.woot.com/faq
  16. What is Woot?A discussion of ill-advised efficiencies,failed idealism, and trampled dreams.Woot is a lifestyle. Woot is a vision. Woot is apungent aroma that never apologizes for what it is.Woot is the hope in the eyes of a child when thatchild realizes you dont have to pay List Price forcool stuff. Woot is an ever-evolving deal maelstromchurning around a tornado circling a mystery. If youhavent seen Woot since yesterday, you haventseen Woot.Source: http://www.woot.com/faq
  17. “MailChimp has added a splash ofmischief to a product category notknown for… well, much of anything.”Source: http://mailchimp.com/about/
  18. Source: http:/voiceandtone.com
  19. Voice & tone
  20. Your voice doesn’t change. It’spart of who you are.It may evolve over time, but itshouldn’t change based on yourmood or your environment.
  21. “The!best!brands!speak!with!one!dis2nc2ve!voice.!On!the!web,!in!a!tweet,!in!conversa2ons!with!a!salesperson,!in!a!speech!given!by!the!president,!the!company!needs!to!project!the!same!unified!message.!It!must!be!memorable,!iden2fiable,!and!centered!on!the!customer.”Alina!Wheeler!DesigningBrandIden-tyPhoto!credit:!www.fourfront.us!
  22. Your tone can change withoutchanging your voice.You change your volume andinflection depending on yoursituation, audience and needs.
  23. BlackStarCo6opBrandGuideblackstar.coop
  24. “We have more than a million users—and millions more potential users—who experience a whole spectrum ofemotions when they’re interacting withMailChimp. So we consciously adjustour tone, based on our users’ feelings.”Source:voiceandtone.com/about
  25. Finding your voice(& tone)
  26. Pop quiz
  27. Who are you?
  28. Who are you not?
  29. What do you do?
  30. What don’t you do?
  31. How do you do it?
  32. Why do you do it?
  33. How do you talk about it?
  34. Who are you talking to?
  35. Exercise:Defining your voice
  36. Using your answers to theprevious questions:Group them into 3 or 4 “bigbucket” traits or ideas that candefine your brand personality.
  37. Do they fit your personality?
  38. Do they stand out in yourmarket? (Should they?)
  39. Will they resonate with youraudience?
  40. The messagearchitecture
  41. “A message architectureis an outline or hierarchyof communication goalsthat reflects a commonvocabulary.A message architecturediffers from brandvalues, which speakmore to the companyscredo than to how itshould communicatewith its target audience."Margot BloomsteinContent Strategy at Work
  42. Cardsorting exercise1.  Who we are2.  Who we are not (and don’twant to be)3.  Who we want to beCredit:!Margot!Bloomstein!ContentStrategyatWork
  43. UIE – Designing Usable Categories with Card Sortinghttp://www.uie.com/events/virtual_seminars/card_sorting/
  44. 1. Empowering–  Professional without being stodgy–  Inspiring and motivating–  Informative2. Approachable–  Friendly and engaging–  Empathetic–  In the know, but not know-it-all3. Trusted–  Stable, yet flexible–  Transparent–  Helpful
  45. Now we can define what these qualities lookand sound like for:-  Marketing-  Sales-  Professional services-  In-product content-  Support-  Social media-  Etc. etc. etc.
  46. “This is the differencebetween saying ‘wereserious and mature’and communicating itby using more formallanguage, a seriftypeface, slightlylonger sentences, andimages of associatesin gray suits withtraditional tailoring.”Margot BloomsteinContent Strategy at Work
  47. What’s your messagearchitecture?
  48. Questions,comments,suggestions?
  49. Thank you!
  50. SOURCES!ContentStrategyatWorkMargot!Bloomstein!hIp://appropriateinc.com/book/!!DesigningBrandIden-tyAlina!Wheeler!hIp://alinawheeler.com/!Voice & ToneMailChimphttp://voiceandtone.com/UIE – Designing Usable Categories with Card Sortinghttp://www.uie.com/events/virtual_seminars/card_sorting/Black Star Co-ophttp://blackstar.coop

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