Firstly, it’s essential to understand the brand. What voice does it have? Is it quirky and funny, elegant and classy, or practical and no messing?
Secondly, this message needs to be designed and written in a fitting style and tone. Are the photographs transmitting the same message as the text? Quirky images and funny text or perhaps stylish photography and smooth prose.
Thirdly, get the message out. So what’s the best way? Always holding the ‘character’ of the brand in mind, everything has to match; the website, links to Facebook and twitter, brochures and mailing material, flyers and posters.
Sound simple? Hardly. Step one means taking the time to thoroughly understand not only the product, but the entire company and the guiding principles of the boss/es. This includes their personal values, such as whether their driving principles are money or perhaps the environment, and what is their behaviour. If this is a green company, do the directors drive low emission cars? Or, if the main man is striving for a silky, corporate image, perhaps he slides into work in a long, shiny black sedan with an engine so quiet it barely purrs.
Check out their attitude, from the company bosses, through admin staff to catering. For that company message to be as accurate as possible, and to send a clear, congruent message, all those staff need to be singing the same song. So, get them together; pack them in a room and throw questions at them, play games with them, watch and listen as they build strong teams and sharpen up.
Finally, when you’ve put away all the coloured paper, glue and glitter pens, flipchart brainstormers and dirty coffee cups, you should all have the same sense of who/what that brand voice is. It’s a character on its own. It has personality. All the rest follows.
Note: Brands to look at for clear messaging and style
http://www.duchyofcornwall.org/aroundtheduchy_duchycottages.htm
http://www.pendennis.com/
Secondly, this message needs to be designed and written in a fitting style and tone. Are the photographs transmitting the same message as the text? Quirky images and funny text or perhaps stylish photography and smooth prose.
Thirdly, get the message out. So what’s the best way? Always holding the ‘character’ of the brand in mind, everything has to match; the website, links to Facebook and twitter, brochures and mailing material, flyers and posters.
Sound simple? Hardly. Step one means taking the time to thoroughly understand not only the product, but the entire company and the guiding principles of the boss/es. This includes their personal values, such as whether their driving principles are money or perhaps the environment, and what is their behaviour. If this is a green company, do the directors drive low emission cars? Or, if the main man is striving for a silky, corporate image, perhaps he slides into work in a long, shiny black sedan with an engine so quiet it barely purrs.
Check out their attitude, from the company bosses, through admin staff to catering. For that company message to be as accurate as possible, and to send a clear, congruent message, all those staff need to be singing the same song. So, get them together; pack them in a room and throw questions at them, play games with them, watch and listen as they build strong teams and sharpen up.
Finally, when you’ve put away all the coloured paper, glue and glitter pens, flipchart brainstormers and dirty coffee cups, you should all have the same sense of who/what that brand voice is. It’s a character on its own. It has personality. All the rest follows.
Note: Brands to look at for clear messaging and style
http://www.duchyofcornwall.org/aroundtheduchy_duchycottages.htm
http://www.pendennis.com/
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