Brand Voice Architecture

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What is a brand? Is it a logo? An idea? Is it an entity? Brands were once considered just static logos; now they are dynamic, evolving and fluid expressions that are communicated visually and conversationally. Companies spend a great deal of time and resources on protecting their visual identities (the look and feel of their website, collateral and signage, and logos) but few take the time to consider the benefits of employing a unique voice and language choice. Developing a unique brand voice through quantitative and qualitative measurement of language is now a business imperative.

8
HAPPY #NATIONALBESTFRIENDSDAY!
THESE DYNAMIC DUOS WERE MADE
FOR EACH OTHER, TOO.
16 CELEB DUOS WHO’VE BEEN
FRIENDS SINCE THEY WERE KIDS
#NATIONALBESTFRIENDSDAY.
HAPPY #NATIONALBESTFRIENDSDAY!
THIS DYNAMIC DUO IS CELEBRATING
IN ALL-DAY #FLAWLESS STYLE.

9
HAPPY #NATIONALBESTFRIENDSDAY!
THESE DYNAMIC DUOS WERE MADE
FOR EACH OTHER, TOO.
16 CELEB DUOS WHO’VE BEEN
FRIENDS SINCE THEY WERE KIDS
#NATIONALBESTFRIENDSDAY.
HAPPY #NATIONALBESTFRIENDSDAY!
THIS DYNAMIC DUO IS CELEBRATING
IN ALL-DAY #FLAWLESS STYLE.

10
OUR COMPANY IS BUILT ON
INNOVATION AND WE HOPE OUR
PRODUCTS CREATE INSPIRATION
FOR CONSUMERS
WE ARE COMMITTED TO INSPIRING
COMMUNITIES AROUND THE WORLD
BY DEVELOPING... INNOVATIVE
PRODUCTS AND CREATIVE SOLUTIONS

11
OUR COMPANY IS BUILT ON
INNOVATION AND WE HOPE OUR
PRODUCTS CREATE INSPIRATION
FOR CONSUMERS
WE ARE COMMITTED TO INSPIRING
COMMUNITIES AROUND THE WORLD
BY DEVELOPING... INNOVATIVE
PRODUCTS AND CREATIVE SOLUTIONS

14
The science of analyzing how brands and their
audiences interact, and the art of interpreting that
data into actionable communications principles.

Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation. In this presentation, we aim to simplify the world of marketing and bundle these frameworks in three main Brand Religions beyond the classic ‘Kotler-ian’ thinking, nl penetration, influencers and relationship religions.

As a youth marketer it's easy to fall back onto your own assumptions about the best way to connect with young people. After all, you were young once, you think you're still a little bit cool, you see kids on the street and (if you're really smart) you read blogs like this. This Seven Misconceptions presentation is just a little how-to-guide on how to avoid some of the more obvious pitfalls in youth marketing. You'll live by some, a couple may reaffirm what you know already and I hope a few may surprise you. If you take nothing away from it you are doing everything right. Well done.

AdJourney: Logo design - "Developing Your Logo"

Brian Sykes

Slide Deck used in a class Brian Sykes presented at Sandhills Community College's Small Business Center on 2/7/18. ‘Developing Your Logo’ will help you create the visual anchor of your Brand and develop the basis for a new logo. Don’t fret over lack of drawing skills or non-existent graphic ability. This hands-on seminar will be a creative exercise to uncover the name, images and visual cues that best represent the business you desire to communicate. Discover your brand identity and how to visually express it. "The best marketing tells a story. It provides context and establishes a sense of place, people, conflict and resolution, making it relatable and memorable." - Brian Sykes, Owner & CCO of AdJourney

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AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

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Brand Voice Architecture

2. 2 THIS IS NOT A BRAND

3. 3 THIS IS NOT A BRAND (BUT IT’S CLOSER)

4. 4 In a democratized, socialized environment, the interaction and the experience that consumers have is the brand.

5. 5 You can’t just give your brand a trademarked slogan; you have to give your brand a unique voice.

6. 6 THAT IS YOUR BRAND

7. 7 BRAND LANGUAGE IS GENERIC AND REPETITIVE OF REEBOK’S BRAND LANGUAGE WAS GENERIC ACCORDING TO ANALYSIS IN 2012

8. 8 HAPPY #NATIONALBESTFRIENDSDAY! THESE DYNAMIC DUOS WERE MADE FOR EACH OTHER, TOO. 16 CELEB DUOS WHO’VE BEEN FRIENDS SINCE THEY WERE KIDS #NATIONALBESTFRIENDSDAY. HAPPY #NATIONALBESTFRIENDSDAY! THIS DYNAMIC DUO IS CELEBRATING IN ALL-DAY #FLAWLESS STYLE.

9. 9 HAPPY #NATIONALBESTFRIENDSDAY! THESE DYNAMIC DUOS WERE MADE FOR EACH OTHER, TOO. 16 CELEB DUOS WHO’VE BEEN FRIENDS SINCE THEY WERE KIDS #NATIONALBESTFRIENDSDAY. HAPPY #NATIONALBESTFRIENDSDAY! THIS DYNAMIC DUO IS CELEBRATING IN ALL-DAY #FLAWLESS STYLE.

10. 10 OUR COMPANY IS BUILT ON INNOVATION AND WE HOPE OUR PRODUCTS CREATE INSPIRATION FOR CONSUMERS WE ARE COMMITTED TO INSPIRING COMMUNITIES AROUND THE WORLD BY DEVELOPING... INNOVATIVE PRODUCTS AND CREATIVE SOLUTIONS

11. 11 OUR COMPANY IS BUILT ON INNOVATION AND WE HOPE OUR PRODUCTS CREATE INSPIRATION FOR CONSUMERS WE ARE COMMITTED TO INSPIRING COMMUNITIES AROUND THE WORLD BY DEVELOPING... INNOVATIVE PRODUCTS AND CREATIVE SOLUTIONS

12. 12 SO HOW DO YOU FIND YOUR VOICE?

13. BRAND VOICE ARCHITECTURE

14. 14 The science of analyzing how brands and their audiences interact, and the art of interpreting that data into actionable communications principles.

15. 15 We create a framework for living brands to be ﬂexible in all communications and marketing through a dialogue- oriented voice strategy. BRAND NEEDS & TRUTHS COMPETITIVE LANDSCAPE AUDIENCE NEEDS & INTERPRETATION

16. MILESTONE MOMENTS

17. 21 PROMOTEEVOLVE PROTECT BRAND TRANSFORMATION LAUNCHING NEW BRAND/SERVICES CRISIS MANAGEMENT PRODUCT EVOLUTION RAPID SCALING OF BUSINESS CONSISTENCY OF COMMUNICATIONS MERGERS & ACQUISITION EMERGENCE INTO NEW MARKETS OR CATEGORIES COMPETITIVE ADVANTAGE INTEGRATION & SEPARATION

18. THANK YOU

Brand Voice Architecture

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