Here at MESH we’re constantly developing new, creative ways for our clients to differentiate themselves from their competition. Typically, the first step we take in this process is to define the uniqueness of their organization. Making distinctiveness core to the visual identity and outward personality of our clients makes it difficult for competitors to copy them and encourages members of the organization to take ownership of the brand. In today’s marketplace, it is estimated that advertising impressions have reached a saturation point of 3000 hits per day. Assuming an average of 10 seconds a piece, that equals 8.33 hours a day and a whole lot of noise and clamor. Creating a unique personality that includes an easily identifiable and accessible brand voice and a distinct visual design will build emotional connections that cut through all of the daily commotion.
What is a Brand Voice?
A brand voice is a guide that enables the people in your organization to convey your story in a powerful, irresistible way. Alan Siegel coined the term “Brand Voice” in 1981. The MESH process begins with a list of descriptive terms, keywords, to be used in marketing collateral. They are the foundation upon which we begin building a set of metaphors and start storytelling. We help our clients choose words that intentionally create impact and convey meaning in a specific and useful way. They will be the foundation for the story of your brand.
Brand Voice Imperatives
Your organization's values should define your brand voice. These values should shape perceptions and key messages.
Be consistent across all marketing platforms but be flexible enough to have a personality. Like a speaking voice, a brand voice must be able to convey a compelling message from a whisper to a shout.
A list of words is the place to start but it is not the whole story. Keep in mind style and messaging.
Be clear and succinct. Remember, it’s about words within syntax.
Communication and engagement must be considered. It’s not about talking at people, it’s about talking with people. Use social media platforms like Twitter and Facebook and be prepared to listen and respond in meaningful, consistent ways.
Brand voice is a guide. It empowers the members of your organization to own the brand and speak with a singular, consistent point of view.
Don’t allow your brand voice to stagnate. It should change with time and become stronger through evaluation of what’s working and what’s not.
A brand voice needs to consistently convey your organization's personality at every touch-point. It should encourage dialogue and provide inspiring stories. At its best, it’s the foundation for myth building and is immediately recognizable. What you say has a lot to do with how you say it. Tell your story in a unique characteristic way and people will not just pay attention to your brand, they will adopt it as an extension of their own personality.
