Using Brand Voice to Enhance Brand Value
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Using a consistent brand voice enhances brand value by connecting with audiences across touchpoints. A brand voice expresses a brand's personality through its style of writing and speaking. It brings a brand's spirit to life for customers and employees. An authentic brand voice that invites conversation helps cut through noise and rise above competition. Discovery Channel's voice of intrigue, adventure and discovery supported a 20% increase in viewership and ranking as a top global brand valued at $5.8 billion by expressing what's interesting for audiences. Finding an authentic brand voice through worksheets helps animate a brand's personality.
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Using Brand Voice to Enhance Brand Value
- 1. Using Brand Voice to Enhance Brand Value
- 2. WHAT IS BRAND VOICE BrandTuitive | Brand Voice Workshop2
- 3. YOUR BRAND VOICE MUST BE AUTHENTIC It shouldn’t be based on trend or created on a whim What is it? It’s your style of writing and speaking — a vital way for you to express the spirit of your brand in a way that identifies with your audience. What role does it play? It animates your brand through words and tone, bringing your personality to life and inviting all your constituents into the conversation. How do we use it? In everything, from the words of an ad to the content of a brochure, from social media to internal communications and attracting great talent. BrandTuitive | Brand Voice Workshop3
- 4. BrandTuitive | Brand Voice Workshop4 Brands today struggle to be heard; they must cut through the noise and rise above the clamor – across MANY TOUCHPOINTS
- 5. BrandTuitive | Brand Voice Workshop5 VOICE EXPRESSES YOUR PERSONALITY Use the brand voice to articulate what’s in it for them!
- 6. BrandTuitive | Brand Voice Workshop6 VOICE CONNECTS WITH THE AUDIENCE Across the many touchpoints
- 7. BrandTuitive | Brand Voice Workshop7 VOICE ALSO EXTENDS INTO SOCIAL MEDIA
- 8. BrandTuitive | Brand Voice Workshop9 “. . . people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
- 9. BrandTuitive | Brand Voice Workshop9 BE BOLD. BE A REBEL. BE A RENEGADE. Not selling just the bike but the experience of riding a Harley.
- 10. WHAT IS BRAND VALUE? BrandTuitive | Brand Voice Workshop10
- 11. BrandTuitive | Brand Voice Workshop11 BRAND VALUE IS INFLUENCED BY MANY ELEMENTS It is defined by the total value a brand offers to its shareholders BRAND VALUE AWARENESS ASSOCIATION ENGAGEMENT LOYALTY
- 12. BrandTuitive | Brand Voice Workshop12 DISCOVERY CHANNEL: VOICE SUPPORTS VALUE Discovery’s voice is intrigue, adventure & discovery of new things Key Information: • 20% increase in viewership in 2013 • 45 consecutive months of increase in primetime viewership • Public affairs initiatives to promote volunteering, job- skills for the unemployed and education initiatives in schools • Ranked as one of Interbrand’s top 100 brands • Brand value = $5.8 Billion
- 13. BrandTuitive | Brand Voice Workshop13 FINDING YOUR VOICE: A WORKSHEET Use Harley-Davidson as an example for this worksheet
- 14. BrandTuitive | Brand Voice Workshop14
- 15. BrandTuitive | Brand Voice Workshop15 FINDING YOUR VOICE: A WORKSHEET Use Harley-Davidson as an example for this worksheet
- 16. BrandTuitive | Brand Voice Workshop16 Thank you! www.brandtuitive.com
Notes de l'éditeur
- POWERFUL BRANDS ARE AUTHENTIC. YOUR BRAND VOICE MUST BE AUTHENTIC BECAUSE IT REFLECTS WHO YOU ARE. it’s the WAY CUSTOMERS HEAR YOUR BRAND AS IF YOUR COMPANY WERE A PERSON…IT’S YOUR PERSONALITY So why is a consistent, meaningful and relevant Brand Voice so important? In addition to representing the personality of your brand, it’s important to think about how people are bombarded with millions of messages every day.
- Their natural inclination is to build a wall up against those messages and FILTER THROUGH only those that resonate with them. Those that have meaning to them and add value to their lives. WE ARE IN AN ENVIRONMENT TODAY WHERE A CUSTOMER RELATES TO US ACROSS MORE TOUCHPOINTS THAN EVER BEFORE. IN ADDITION TO TRADITIONAL MEDIA SUCH AS TV, PRINT, RADIO AND OUTDOOR, CUSTOMERS RELATE TO BRANDS THROUGH DOZENS OF SOCIAL MEDIA AND DIGITAL CHANNELS. YOUR VOICE SHOULD SET YOU APART FROM OTHERS. IT SHOULD BE RECOGNIZABLE AND HELP IN TELLING YOUR BRAND’S STORY. TO CUT THROUGH THE CLUTTER IT’S CLEAR THAT YOU NEED TO SPEAK TO YOUR BRAND FROM A PLACE THAT IS UNIQUE, INTERESTING AND MEANINGFUL TO YOUR CUSTOMERS. WE THINK A GREAT EXAMPLE OF THIS HAPPENING RIGHT HERE IN NEW YORK CITY IS MANHATTAN MINI STORAGE.
- MANHATTAN MINI STORAGE’S TONE WORKS SO WELL BECAUSE IT IS EDGY AND DIRECT, JUST LIKE A NEW YORKER. MANY OF THEIR ADS ARE BORDERLINE CRASS – BUT THEY ARE CONSISTENT WITH THEIR VOICE ACROSS THE MANY CHANNELS, SUBWAY SIGNAGE, BILLBOARDS AND TWITTER, MANHATTAN MINI FOCUSES ON ITS CORE CUSTOMER…THE TYPICAL NEW YORKER WHO LIVES IN A TINY APARTMENT. WE ALL HAVE A FRIEND WHO USES THEIR KITCHEN OVEN FOR ADDITIONAL STORAGE. MINI STORAGE CAPITALIZES ON THIS WITH ITS BRAND VOICE.
- IN OTHER ADS, THEY CONTINUE TO DRIVE HOME THE SAME MESSAGE…
- LET’S LISTEN TO THEIR MESSAGE ON HOLD AND SEE HOW THESE ELEMENTS ARE REINFORCED HERE AS WELL [PLAY MESSAGE ON HOLD] FOR THE MESSAGE ON HOLD THAT WE JUST HEARD, THE TONE OF THE LADY’S VOICE EVOKES AN EMOTION, ESPECIALLY WITH THE WAY SHE SAYS I AM A ROCK STAR! THIS MAKES YOU FEEL THAT MANHATTAN MINI STORAGE REALLY UNDERSTANDS YOUR NEEDS AS A NEW YORKER. AND MAKING PEOPLE FEEL IS ALSO AN UNDERTONE OF WHAT BRAND VOICE IS ALL ABOUT.
- ….A powerful Brand Voice that is meaningful and relevant to your customers, and delivered consistently, will cAUse them to feel an association with your brand, AND will take the consideration of doing business with any other brand right off the table…. Here’s a brand that’s definitely forged a strong emotional bond with their customer base, Harley Davidson
- IN SOME OF HARLEY’S SALES LITERATURE IN 2013, THEY INCLUDED THE QUOTE “WHEN WRITING THE STORY OF LIFE, NEVER LET ANYONE ELSE HOLD THE PEN.” THIS IS WHAT THE HARLEY BRAND IS ABOUT. IT ISN’T ABOUT THE ACTION OF RIDING THE BIKE, BUT OF THE TOTALITY OF THE EXPERIENCE RIDING THE BIKE PROVIDES. HOW IT MAKES YOU FEEL, THE FREEDOM MOTORCYCLE RIDING OFFERS AND THE IDEA OF LIVING LIFE A LITTLE BIT ON THE EDGE. THE CONSISTENCY OF THIS MESSAGE PERVADES THE WEBSITE, THE DEALERSHIP, THE APPAREL AND EVEN THE HOUSEWARES.
- the company and its shareholders. BUT, WE LIKE TO LOOK AT four key Customer-Based components that ARE REALLY THE DRIVERS IN influencING a brand’s value.
- BRAND VALUE IS INFLUENCED BY SEVERAL ELEMENTS. THE FIRST IS AWARENESS. AWARENESS INCLUDES BRAND VISIBILITY AND THE FAMILIARITY OF THE BRAND THAT CONTRIBUTES TO LIKING IT. SECOND IS CUSTOMER ASSOCIATION WITH THE BRAND. CUSTOMER ASSOCIATION IS THE CREATION OF POSITIVE FEELINGS AND MARKET DIFFERENTIATION THAT LEAD TO PURCHASING YOUR PRODUCT OVER COMPETITORS. THIRD IS ENGAGEMENT. ENGAGEMENT IS ACTIVELY INVOLVING YOUR BRAND IN THE LIVES OF YOUR CUSTOMERS, BOTH EXISTING ONES AND NEW ONES. AND FOURTH IS LOYALTY. LOYALTY TAKES ENGAGEMENT TO THE NEXT LEVEL AND BUILDING A LONG-TERM RELATIONSHIP WITH CUSTOMERS.
- DISCOVERY IS SUCH A NICE EXAMPLE OF A MEDIA BRAND THAT HAS EXPERIENCED STRONG GROWTH FROM BOTH AN AUDIENCE AND A FINANCIAL PERSPECTIVE. 20% INCREASE IN VIEWERSHIP IN 2013 AND 45 CONSECUTIVE MONTHS OF INCREASE IN PRIMETIME VIEWERSHIP AMONG THEIR KEY DEMOGRAPHIC. SO THESE METRICS SHOW THAT CLEARLY DISCOVERY IS DOING SOMETHING RIGHT. ONE THING IS THEIR BRAND VOICE. THEIR VOICE CLEARLY ARTICULATES THEIR BRAND’S PERSONALITY OF INTRIGUE, ADVENTURE AND DISCOVERY OF NEW THINGS IS DELIVERED IN A VERY ACCESSIBLE VOICE AS YOU WILL SEE IN A MOMENT.
- NOW THAT WE’VE TAKEN A LOOK AT BRAND VOICE AND SHOWN AN EXAMPLE OF HOW A WELL-CRAFTED VOICE BUILT EXCEPTIONAL BRAND VALUE, LET’S DO A SHORT EXERCISE. THE EXERCISE EXPLORES HOW YOU START TO DEVELOP A BRAND VOICE. WE THOUGHT WE WOULD USE HARLEY AS AN EXAMPLE, THEY HAVE DONE A GREAT JOB AND ARE VERY TOPICAL WITH THE RECENT INTRODUCTION OF THE ELECTRIC BIKE. TAKE ABOUT 15 MINUTES TO ANSWER THE QUESTIONS ON THE WORKSHEET AND THEN WE’LL DISCUSS THEM.
- HOW WAS THAT? HOPEFULLY YOU FOUND IT A LITTLE FUN AND MAYBE EVEN A LITTLE CHALLENGING. WHY DON’T WE REVIEW SOME OF YOUR RESPONSES TOGETHER. OUR FAVORITE QUESTION IS #8. IT REMINDS US THAT BRAND VOICE ISN’T SOMETHING THAT’S A ONE-AND-DONE EXERCISE. IT’S AN ONGOING, VIGILANT PROCESS. IF YOU CHALLENGE YOURSELF, YOU CAN ALWAYS FIND ELEMENTS THAT COULD USE A BRAND VOICE TUNE UP. HECK, YOU’LL PROBABLY FIND SOME THAT NEED NOT JUST A TUNE-UP, BUT AN OVERHAUL! WELL THIS EXERCISE WAS NOT MEANT TO IMPLY THAT DEVELOPING A SOLID BRAND VOICE TAKES 8 QUESTIONS AND 15 MINUTES. THE EXERCISE IS MEANT TO HELP US ALL EXERCISE OUR “BRAND VOICE MUSCLE.” SOMETHING AS VALUABLE AS A BRAND VOICE THAT HAS SUCH AN IMPACT ON BRAND VALUE SHOULD BE CONSIDERED CAREFULLY AND WITH AN EVER-WATCHFUL EYE. WE INVITE YOU TO USE THESE SAME QUESTIONS TO EXPLORE THE BRAND VOICE OF YOUR OWN ORGANIZATION.