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Finding the Voice of Your
Organization’s Brand
Strategic Internal Branding | Scottsdale, AZ | April 30, 2016 | Paul Barton...
TALK TO YOUR
EMPLOYEES
LIKE YOU WANT THEM
TO TALK TO YOUR
CUSTOMERS
WORDS MAKE YOU
THINK
TONE MAKES YOU
FEEL
˜  Parental – we know best
˜  Legal – precise, stilted
˜  Directive – task-oriented, dictatorial
˜  Traditional Business –...
Underline bold ALL CAPS
Promotional
Tone - If it’s
boring, just
add more
exclamation
marks!!!!!!!!!!
Partnership Tone
Authentic
First person
Conversational
Warm
Positive
Short, simple words
Contractions
Tells why
Tells WIIFM
There are 259 stores that have not yet
provided us group participant information for
the Santa Claws promotion. These form...
Making a List and Checking it Twice: 259 stores
have not yet provided their group participant
info for the Santa Claws pro...
Whose Voice?
˜ The voice of management?
˜ The voice of employees?
˜ The voice of the company?
˜ The Voice of the Brand
Voice of the Brand
Who you
are
Who you
want to be
Aspirations
Inspirations
Personifications
TOOLS
Internal Style Guide
Brand Vocabulary
Graphic Standards
Guiding Principles
Personified Brand
Tone Definition
Internal	communicator	who	finds	the	
Voice	of	Brand	finds	unstoppable	power	within.
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Finding the Voice of Your Organizational Brand

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Techniques to help find the most effective tone to communicate to employees.

Published in: Leadership & Management
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Finding the Voice of Your Organizational Brand

  1. 1. Finding the Voice of Your Organization’s Brand Strategic Internal Branding | Scottsdale, AZ | April 30, 2016 | Paul Barton, ABC
  2. 2. TALK TO YOUR EMPLOYEES LIKE YOU WANT THEM TO TALK TO YOUR CUSTOMERS
  3. 3. WORDS MAKE YOU THINK TONE MAKES YOU FEEL
  4. 4. ˜  Parental – we know best ˜  Legal – precise, stilted ˜  Directive – task-oriented, dictatorial ˜  Traditional Business – impersonal, archaic ˜  Informational – objective, standardized, sanitized ˜  Promotional – selling by pseudo excitement Organizational Tones
  5. 5. Underline bold ALL CAPS Promotional Tone - If it’s boring, just add more exclamation marks!!!!!!!!!!
  6. 6. Partnership Tone
  7. 7. Authentic First person Conversational Warm Positive Short, simple words Contractions Tells why Tells WIIFM
  8. 8. There are 259 stores that have not yet provided us group participant information for the Santa Claws promotion. These forms were due Nov. 10. We must have them returned IMMEDIATELY! Failure to do so will result in no payment. Attached is a list of those that have complied and those that have not. Thank you for your cooperation in this matter. Before
  9. 9. Making a List and Checking it Twice: 259 stores have not yet provided their group participant info for the Santa Claws promo. They’re waaaaay overdue folks and we must have the complete info to pay Santa’s little helpers. So, no info means no Santa Claws money (not even a lump of coal). Attached is list of who’s been naughty and who’s been nice. Questions? Chief Elf Julie Schmaltz has all the answers. Call her at her North Pole office, ext. 2826. After
  10. 10. Whose Voice? ˜ The voice of management? ˜ The voice of employees? ˜ The voice of the company? ˜ The Voice of the Brand
  11. 11. Voice of the Brand Who you are Who you want to be
  12. 12. Aspirations Inspirations Personifications
  13. 13. TOOLS Internal Style Guide Brand Vocabulary Graphic Standards Guiding Principles Personified Brand Tone Definition
  14. 14. Internal communicator who finds the Voice of Brand finds unstoppable power within.

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