What makes Apple sound so clever? Who told Trader Joe’s that you’re overeducated and underpaid? How is Glossier reading your mind again?
There are reasons, beyond strong design and desirable product, why iconic brands are instantly recognizable and very much themselves at all times. A lot of it has to do with the way they communicate their values, not just the stories they tell, but how they tell them.
There are methods for this, principles and rules that branch out from the core of the company to every platform and point of contact. In brand communication, ruthless consistency is the order of the day. Developing and implementing a brand voice is best done meticulously, systematically, with great care.
We can help you drill down into your brand values, analyze your target audience and evaluate your business goals to formulate an ownable lexicon that befits both your philosophical foundation and your vision for the future.
We call this brand voice strategy, and it will catalyze your success.
The Benefits
A STRONG POINT OF VIEW
fuels instant conversion and brand affinity over time.
ELEGANT MESSAGING
enhances brand experience every time your audience interacts.
OWNABLE LEXICON
creates intimacy between your brand and its audience.
TARGETED STORYTELLING
speaks to your audience in a language they understand.
ALL MESSAGING IS TAILORED
to support your creative and business goals.
EVERYONE ON YOUR TEAM KNOWS
exactly how your brand should speak to the world.
How it works.
Understanding your brand voice requires more than intuition. It involves working to gain a deep understanding of the desired relationship between the brand and its public, as distinguished from its competitors, then implementing a set of principles to nurture that goal. This way, everyone communicating for the brand, from the CEO to the newest intern, is clear on the agreed-upon tone of voice. The effect grows exponentially as the public catches on to the brand attitude and begins to speak naturally about the brand as if its promise were second nature.
How we execute.
We get to know your brand. We get to know your customers. We get to know your competitors. We evaluate and differentiate. We look for inspiration in your industry, in other industries, in Megan Thee Stallion lyrics, Schitt’s Creek episodes, TikTok trends, dead philosophers' treatises—wherever we can find examples of cool ways to say things. We tie the themes we see out in the world to your unique creative and business goals, so that your customers feel the way they're supposed to feel when they interact with your company and your products. We position your brand voice strategically with respect to your market and your audience, their interests, your interests and the interests of the universe.
How we deliver.
Based on our findings, we define a verbal personality and give you concrete guides for implementation, according to platform, situation and case. We tell you how long your sentences should be, how to address social media queries, write email subject lines, what words you should and should not use. We can even make up words for you to use. And that is just the beginning. Over time, as your company changes, as the market shifts and the world moves into new eras, we regularly check in to re-evaluate how your brand voice is working for you. Brand voice strategy is a living, breathing thing, a force that evolves over time, a powerful tool that grows with you.
Packages & Fees
SIGNATURE PACKAGE
A survey of your competitive set and creative goals that produces a distinctive brand personality, voice strategy and style guide while solving your most pressing copywriting needs.
$25,000
COMPREHENSIVE PACKAGE
For larger brands with extensive communication needs and/or global reach, a detailed central strategy with platform- and market-specific offshoots.
$35,000 and up
Would you like to explore the reverberating benefits of brand voice strategy?
