What is your organization’s brand purpose and persona? How does that translate into your daily voice–the way in which you communicate to your customers, partners and consumers? This presentation takes a look at some organizations that are getting brand voice right. It also serves as the basis for training a public corporation on the important of voice and how to articulate that voice consistently and continuously in all communications.
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Editor's Notes
Brand voice is the translation of a brand’s positioning statement and personality attributes into a writing style.
When used effectively, voice can serve as a distinct way to differentiate the brand from its competitors.
Brand voice reinforces the brand promise.
Too many brands fall into the trap of trying to sound like everyone else in their industry category.
A brand voice that consistently is well executed across all touchpoints help to tell a unique story and reinforces what the brand stands for.
Unlocking your brand voice requires having a point of view and putting a spotlight on your organization’s beliefs.
Brand voice that is based on your strongest beliefs shines through in everything you do.
Nike believes that “If you have a body, you are an athlete.” Google believes it’s betst to “do one thing really well.”
In social media, Target’s tone is whimsical and personable while still relating newsworthy updates.
Target extends its personal, conversational tone in its advertisements and website content.