Every strong brand has a personality behind its voice. How do you ensure the personality remains consistent across multiple audiences, who speak with a variety of vocabularies? Brands that remain consistent across multiple products for multiple audiences encourage more trust, and result in more loyal customers. In the second webinar of her series, content strategist Marli Mesibov will review brands with compelling personalities, and explore content strategy tools to create and enhance brand personalities and voices. Marli Mesibov is a content strategist with passion for the user experience. Her work spans websites, web applications, and mobile for enterprise companies and startups across the country. She is an editor at UX Booth, and a frequent conference speaker. Marli can also be found on Twitter (@marsinthestars), where she shares thoughts on UX Design, content strategy, and Muppets. You can learn more about her and her work at http://marli.us

1. Finding Your Brand Personality
Marli Mesibov
February 20, 2014

2. Experience the DCL Difference
DCL blends years of conversion experience with cutting-edge technology and
the infrastructure to make the process easy and efficient.
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World-Class Services
Leading-Edge Technology
Unparalleled Infrastructure
US-Based Management
Complex-Content Expertise
24/7 Online Project Tracking
Automated Quality Control
Global Capabilities
@marsinthestars

3. Valuable Content Transformed
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Document Digitization
XML and HTML Conversion
eBook Production
Hosted Solutions
Big Data Automation
Conversion Management
Editorial Services
Harmonizer
@marsinthestars

4. We Serve a Very Broad Client Base . . .
@marsinthestars

5. . . . Spanning All Industries
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Aerospace
Associations
Defense
Distribution
Education
Financial
Government
Libraries
Life Sciences
Manufacturing
Medical
Museums
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Periodicals
Professional
Publishing
Reference
Research
Societies
Software
STM
Technology
Telecommunications
Universities
Utilities
@marsinthestars

6. My story
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Content strategist based in Boston
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I specialize in creating brand guidelines
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I’m on Twitter as @marsinthestars
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I have a weakness
for the muppets
@marsinthestars

7. The content migration story
Auditing the content
 Creating new content
 Archiving old content
 Deleting unnecessary content
 Updating old content
 Designing responsive layouts
 Writing adaptive copy
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@marsinthestars

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9. Would you buy a laptop from this guy?
@marsinthestars

10. How about a motorcycle?
@marsinthestars

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19. The Jester
@marsinthestars

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25. Branding
specialist
@marsinthestars

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30. 1. Research
2. Brainstorming
3. Taxonomy
Creation
4. Archetype Selection
5. Message Architecture
@marsinthestars

31. Research
@marsinthestars

32. Brainstorming
@marsinthestars

33. Taxonomy Creation
@marsinthestars

34. Archetype Selection
@marsinthestars

35. Message Architecture
@marsinthestars

36. “Carbonite helps you
keep your files safe, so
you can get them
wherever and whenever
you need them.”
@marsinthestars

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38. Words have the
power to create a
personality.
@marsinthestars

39. Words have the
power to create a
brand.
@marsinthestars

40. Q&A
Linda Morone Cassola
SVP, Sales and Marketing
lcassola@dclab.com
Marli Mesibov
Content Strategist
www.marli.us
@marsinthestars