We work to coordinate all client marketing efforts in alignment with a unique brand vision in a way that creates a bold and distinguished presence. We always begin this process by creating a powerful brand tone and values to guide creative and messaging throughout the entire marketing process.
Tone. The tone is not what you say, but how you say it. For some clients, we recommend their tone be polished, determined or sophisticated, while for others we may suggest being energizing, fun and witty. Nielsen Norman Group, for example, has this down to a science – their two-part experiment found that different tones of voice on a website have measurable impacts on users’ perceptions of a brand’s friendliness, trustworthiness, and desirability, with casual, conversational, and enthusiastic tones performing the best. But, regardless of where your organization falls on this spectrum, your brand tone should carry through to all of your written copy, including website content, social media messages, talking points and print collateral.
Values. In order to begin building the brand vision, we must first understand the unique role that your organization plays for your target audience, and cross-reference this with the marketing materials you’re putting out into the world. We analyze where your successes are, where there are gaps, and then develop a list of values needed to be met between the two. This is typically a combination of organizational characteristics, values and attributes, as well as a reflection what other industry stakeholders expect and rely on your organization to deliver.