Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a highly useful tool for business leaders and communication teams to create and manage the unique voice of their brands in every customer interaction.
This one-day strategy session on developing guidelines on brand voice is designed for corporate communication and marketing executives to develop the foundation of their unique brand voice to help everyone within the organization tell the brand’s story in a consistent and compelling manner. In the clutter of our 21st century marketplace, there are three essential hurdles all brands, large and small, must overcome with their audiences to enjoy competitive advantage in the marketplace:
Your brand must be heard.
Your brand must be recognized.
Your brand must be remembered.
More importantly, the brand must tell the right story. A story based in purpose and the shared values that shape how the organization delivers the value it promises customers. Aligned with the brand’s identity (who the brand is), brand voice establishes the distinctive tone of your brand verbal communications. To build deep emotional connections with consumers, customers, employees, strategic partners and stakeholders, brand voice is about what you say and how you say it to effectively resonate with your audiences.
Through facilitated and interactive exercises participants will gain clarity, consensus and confidence in the strategic and creative decisions they will make in building the foundation of their brand voice.
Participants will gain consensus and make strategic decisions in these important areas:
Defining the brand’s archetype.
The “familiar” characteristics and themes therein that enables your brand storytelling to be mythic and memorable. Within the context of the brand’s archetype, participants will map archetype associations to the brand’s identity, brand purpose, and brand expression.
Defining the brand’s personality.
The shared values that bond your brand to its audiences. This is an expression of the values that shape your organization and the perception of audiences–not only through messaging and content (what you say), but also by emotional and empathetic expression (how you say it).
Defining the range of your brand voice.
This is about the dynamic range of your brand voice. How far your brand voice can extend and still remain relevant and adaptable to different marketplace conditions. What mood, tone and manner are required to communicate the right messages, the right way, at the right time?
Defining the specific language used in brand communications.
This is more than simply selecting words. The language your brand speaks in must be language your audience speaks in as well. Clear and effective communication begins with understanding and comprehension. Are your messages clearly heard, quickly recognized and easily remembered?
Who should participate in the Brand Voice Workshop?
The nature of this strategic brand development workshop requires strategic decision making at the senior leadership level of the organization most responsible for corporate communications, investor or public relations, marketing and brand management and marketing communications. Ideal group size is 8-12 participants, but we have conducted this workshop for groups of 20 or more.
Workshop deliverable and outcome.
An Executive Summary Report will be prepared following the workshop, outlining all the core insights, decisions and activities of the workshop. This comprehensive document will serve as a tool for effective internal brand management–maintaining the consistency of your brand voice across the organization, and delivering on your brand promise from the inside out.
The Workshop Investment:
The investment for this workshop is $10,000. USD plus travel expenses.
Typically our clients are growing brands with annual revenues of $5-20 million+.