Find Your Brand's Voice

Hello!
Finding Your Firm’s Voice
A RubyLaw Webinar
March 2015
Scott Milano, Managing Director, Tanj BrandingLLC, scott@tanjbranding.com, www.tanjbranding.com, 917-885-9509

Tanj unleashes the power of
words in branding.
We bring language to life so
it delivers lasting, tangible
impact on your brand.
2© Tanj 2015

About
What is Tanj?
Tanj is a boutique
brand consultancy led
by copywriter, brand
consultantand creative
director, Scott Milano.
What does Tanj do?
We create world-class…
Brand Concepts & Stories
Strategic Messaging
Brand Voice Guidelines
Brand Strategy
Brand Names
Slogans & Taglines
Copy for Print & Digital
First, from “tangible.”
Language is abstractand
ethereal.Tanj makes it
tangible – real, active, alive.
Second,from the Japanese
word “tanjun,” which means
“to simplify.” Simplicity is the
hallmark of great ideas.
And finally,from “tangerine.”
Scott Milano likes tangerines.
A lot.
Where does the name
Tanj come from?
3© Tanj 2015

On Voice
Why Care
Best Practices
Q&A
4

On Voice
Why Care
Best Practices
Q&A
5

Words Have Power
6© Tanj 2015 | TanjBranding.com

Knowing How to Harness that Power…
Is the Key
to Brand
Success

Brand Reach
8
Brand
Platform
Services
Client
Management
Innovation
Practice
Development
Pro Bono
CSR
Talent
Acquisition
HREmployee
Engagement
Thought
Leadership
Promotion
Identity
Messaging
+ Voice
Naming
PR
Marketing
© Tanj 2015 | TanjBranding.com
Brand

Brand Messaging
Messaging is
What You Say

Brand Voice
Voice is
How You Say It

On Brand Voice
• It’s foundational
• It’s how the brand speaks
• It’s part of all comms
• It’s not a tagline
• It’s not your content strategy

No Judgment, Just Observation

Apple & iPad
View Video at https://www.youtube.com/watch?v=_snOtlJ21yI

Microsoft & Surface
View Video at https://www.youtube.com/watch?v=yYC5dkQlQLA

Each Has Its Own Voice
• Insightful
• Warm
• Human
• Highly Aspirational
Each targets & resonates with a different audience
• Smart
• Pointed
• Functional
• A Little Funny

No Judgment, Just Observation

Under Armour Sports Pants
“We know you can work
up a sweat on your way
to 26.2, so we armed
these leggings with a
muscle-boosting
compression fit, and
strategic stretch mesh leg
panels that dump excess
heat as you get fired up.”

J. Peterman Hanging Out Pants
“Cups and cups of fresh small-batch
Panama coffee.
Walk in woods before breakfast (at
daybreak).
Fresh huckleberries, Irish soda bread,
and trout you caught yourself (while
drifting across sedge pond in old wooden
raft).
Dinner for eight under the 130-year-old
sequoia at twilight. Laughing to the point
of soreness.
Talking, deep and late…
Hanging Out Pants (No. 4132). Comfy
elastic waistband with internal
drawstring…”

Again, Each Has Its Own Voice
• Gritty
• No BS
• In the Now
Each targets & resonates with a different audience
• Poetic
• Story-driven
• Timeless

Remember
Voice is
How You Say It

On Voice
Why Care
Best Practices
Q&A
21

Brand Voice in the Business of Law Matters Because…
Law is about
people & words
How you speak
says a lot about
who you are &
what you offer
Communicating
your uniqueness
is key to winning
business
Clients already
see it in other
professional
services
industries

The Goldman Voice
• Copy-driven
• Unique perspective
• Crisp writing
• Professional yet warm tone
• Engaging headlines
• Clear calls to action

The Goldman Voice
• Copy driven
• Unique perspective
• Crisp writing
• Professional yet warm tone
• Engaging headlines
• Clear calls to action
Unique Perspective: Offers a definitive POV Professional Yet Warm: Writes like we speak

The McKinsey Voice
• Clear & matter of fact
• Smart yet accessible
• Bold adjectives & verbs
• Unafraid to think big

The McKinsey Voice
• Clear & matter of fact
• Smart but not elitist
• Unafraid to think big
• Bold adjectives & verbs
Bold adjectives & verbs: Using crisp, powerful verbs
to drive subheads & break up copy
Unafraid to think big: Deliver an aspirational message
with confidence

Brand Voice in the Business of Law Matters Because…
Law is about
people &
words
How you
speak says a
lot about who
you are &
what you
offer
Communicati
ng your
uniqueness
is key to
winning
business
Clients
already see it
in other
professional
services
industries
Law firms
are already
leveraging
voice
There’s one more reason…

Nixon Peabody
• Unexpected and bold
• Easy to read – clear,
concise sentences, no
legalese, no fluff (ex. site
navigation)
• Sounds like a trustworthy
partners, doesn’t just say it
• Unique storytelling in the
legal space
www.nixonpeabody.com

Nixon Peabody
Easy to read: Sharing stories.Avoiding legalese,yet
not dumbed down,the voice is accessible for a
professional audience
A trustworthy partner: They conversationally lay out
exactly what“we” can do for “you”
Bold: Bold claims with inspirational language paints a
unique picture for readers

Gibson Dunn
• A unique, unexpected voice
• Far beyond the standard
“we are a global firm with
vast experience…”
• Incredibly confident
• Elaborate, deep thinking
• Unexpectedly detailed
www.gibsondunn.com

Gibson Dunn
Over the top: Elaborate,extreme language
Storytelling: Unexpected details give the impression
of sitting down with a verbose grandfather figure
Confidence: A distinct impression that these people have a
sure answer for everything

Tandem
• Clear & simple
• Positive & idealistic
• Engaging
• Feels casual and
‘start-uppy’
http://tndm.com/

Tandem
Clear and Simple: Fairly simple, straightforward language – butnot
sterile
Idealistic: A positive voice imparting clear ideals paints a picture of
young visionaries working to make a difference
Engaging: Succinct headlines (again positive and
idealistic) draw the reader in

On Voice
Why Care
Best Practices
Q&A
34

#1
Create a solid
brand foundation

Sample Brand Platform: The Brand’s Strategy & DNA
Connecting People & Live Events
For those who aim to break down the physical barriers that limit live events, we are the
premier destination for connecting peopleand live events by creating a seamless broadcasting
experience for producers andan immersive viewing experience for audiences.
Extending
Events
We enable event
owners to take their
live events beyond
four walls so fans
never miss the
excitement, no matter
where they are.
Building
Communities
We're a social
destination – a hub
that brings together
the right people at
the right time, in the
right way; a place for
sharing the story of
live events.
Truly
Caring
We care. From
product quality to
support to education,
we create and
innovate because
we're passionate
about everythinglive.
Enhancing the
Experience
We deliver an
immersive viewing
experience full of
amazing content. Our
platform works
seamlessly, end-to-
end.
Clear
Straightforward &
clean. We
communicate with
clarity and design for
simplicity.
Professional
Dedicated &
qualified. We've got
the skills and
experience to get
things done.
Bold
Vibrant & innovative.
We think big. We
break new ground by
disrupting the status
quo.
Exciting
Fun & youthful. Live
events are all about
energy and
enthusiasm. So are
we.
Brand Idea
What we stand for
Value Proposition
Articulates who we
target, what we offer
and the value we
deliver
Brand Personality
How the brand
speaks, looks and
behaves
Brand Pillars
What drives our
promise and
proposition in the
marketplace and
frames how we
communicate

Leverage Voice Directly from the Brand Strategy
Connecting People & Live Events
For those who aim to break down the physical barriers that limit live events, we are the
premier destination for connecting peopleand live events by creating a seamless broadcasting
experience for producers andan immersive viewing experience for audiences.
Extending
Events
We enable event
owners to take their
live events beyond
four walls so fans
never miss the
excitement, no matter
where they are.
Building
Communities
We're a social
destination – a hub
that brings together
the right people at
the right time, in the
right way; a place for
sharing the story of
live events.
Truly
Caring
We care. From
product quality to
support to education,
we create and
innovate because
we're passionate
about everythinglive.
Enhancing the
Experience
We deliver an
immersive viewing
experience full of
amazing content. Our
platform works
seamlessly, end-to-
end.
Clear
Straightforward &
clean. We
communicate with
clarity and design for
simplicity.
Professional
Dedicated &
qualified. We've got
the skills and
experience to get
things done.
Bold
We think big. We
break new ground by
quo.
Exciting
Fun & youthful. Live
events are all about
energy and
enthusiasm. So are
we.
Brand Idea
What we stand for
Value Proposition
Articulates who we
target, what we offer
and the value we
deliver
Brand Personality
How the brand
speaks, looks and
behaves
Brand Pillars
What drives our
promise and
proposition in the
marketplace and
frames how we
communicate

#2
Develop voice
(and messaging)
guidelines

Sample of Voice Guidelines: Tactical Advice on How to Write
Personality
Attribute &
Definition
General Voice
Principle
Do Don’t
BOLD
We think big. We
break new ground by
quo.
Talk about the
important stuff. Do it
in a way that
provokes thought
and makes people
take notice. No need
to throw bombs. But
make sure your
words stick.
• Communicate ideas, not just words:
Think about your copy and contenton the
whole, not just word for word. Does it offer a
unique perspectivethat has impact?
• Connect with the reader as an individual:
Make sure language addresses thereader in
2nd person ("you"). Speak aboutLivestream in
1st person plural ("we" or "us"). Avoid 3rd
person ("one" or "they").
• Be confident and positive:
We're good at what we do and notafraid to let
our audience know it, as long as it doesn't get
in the way of communicating what matters most
to them.
• Beat your chest, brag or boast
• Be disrespectful to our competitors
• Use sarcasm, poor attempts at humor or
language that could beoffensive
Before After
“Live Stream Your Events
Everything you need to easily live stream events
and build an engagedaudience.”
“Let’s Go Live
Extend your events & build an engagedaudience
on the premier destination for live events.”

#3
Create processes
to scale voice
across the
business

Spread the word
• Share the guidelines
• Make them easy to access
(short, user-friendly, available
on your intranet)
• Include them in every creative
brief

Train your people
• Develop and offer courses
for writing “on brand”
• Make them fun & engaging.
Sample Title – “How to not
write like a lawyer J”

#4
Be diligent.
Be vigilant.
Be flexible.

Be diligent. Be vigilant. Keep Evolving.
• Use voice to evaluate creative
• If it’s not on brand, change it
• If your strategy is not working,
change it
• Regularly share your successes to
build momentum

Key Takeaways
Be Unique
Use voice to differentiate
yourself from the legions of
others who all say the same
thing, and sound the same.
Not Only B2C
Voice isn’t something just for
B2C brands. In fact, there’s
a tremendous opportunity in
B2B.
Stay Ahead of Trends
We’re already seeing voice
leveraged in professional
services, and law, too. Keep
ahead of the pack.
Law = People & Words
People and language are at
the heart of what you do.
Take what you say in
comms, and how you say it,
seriously.
You Need a Foundation
For messaging and brand
voice, you need to have a
solid brand strategy and
foundation in place.
You’ll Never Finish
There are no right answers
in branding. It’s always an
evolving process. Enjoy the
journey – work hard along
the way.

On Voice
Why Care
Best Practices
Q&A
46

Scott Milano, Managing Director, Tanj BrandingLLC, scott@tanjbranding.com, www.tanjbranding.com, 917-885-9509
Thank You!

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