Post by account_disabled on Mar 6, 2024 5:27:52 GMT
Marty Neumeier had to come to say that a brand is not a logo. No, it is not. It all adds up, but a brand is not a tangible and intangible asset that can be summarized in a logo. Not even in storytelling. Not even in a brand story. An identity project is born with a word and, later, with a speech. Only later, much later, do we add a typography, a color, a grid... A brand is a word because the value proposition is the starting point from which everything is born. A brand is a word because the naming is the first piece of the identity , but the word will be in the last line of your user manual, your contract or a customer service message. Words, words, words. Editorial content supported by the communication tone of a brand. Corporate identity has often been limited to the visual layer. This post is a plea for verbal identity, for the words that give meaning to a brand. A word is a meaning, a context, a relationship. We can say bulb, light or home. They are words, but they do not mean the same thing (although in all three cases the product may be identical). It is the value of words.
The tone of voice expresses the brand essence A brand's tone of voice is not the personality with which it expresses itself. No. The tone of voice is the essence of the brand, it is a kind of genetic code capable of extending to any communication need throughout the customer journey, from the seduction of the sale to the intelligent service in a post-sales incident. . The tone of voice is the common thread of all those touch points, a brand asset that has more weight than the logo you place in the upper left part of each element. How to define the brand tone of voice, that is, how a brand speaks, essential Industry Email List to connect. study the tone of voice Identity is the ability to be yourself over and over again. It has to do with repetition, with consistency, with the guarantee of complying in each situation without cracks. The tone of voice is the verbal genetic code that establishes the words we use, the type of linguistic turn, the narrative contexts, the brand slogan, the content strategy... It is not the specific message, but a certain way of seeing the message. world and relating to it through words.
Tone of voice is the way in which an organization uses words, it is part of its verbal identity . Linguistics, the registration of the language, the extension of the discourse, the reality of the user and the sector, the dictionary and the correct and incorrect uses that are established as green and red lines are key here. A guarantee: the verbal identity manual The voice of a brand is a living and demanding reality. Each worker in your organization has the ability to generate messages and transmit them outwards on dozens of platforms. Everyone writes words and generates phrases, messages.and brands with them. Your brand. That is why your organization needs a didactic , pragmatic and verbal identity-orienting manual. As a result of our experience in dozens of verbal identity projects for large organizations, we know that a tone of voice manual is the secret to aligning all web, commercial, advertising, marketing, customer service, brand messages. in the same semantic framework . Brands will need to express more and more textual messages in the future. Failure to define a clear verbal identity will cause the brand to be diluted or transmit contradictory messages.
The tone of voice expresses the brand essence A brand's tone of voice is not the personality with which it expresses itself. No. The tone of voice is the essence of the brand, it is a kind of genetic code capable of extending to any communication need throughout the customer journey, from the seduction of the sale to the intelligent service in a post-sales incident. . The tone of voice is the common thread of all those touch points, a brand asset that has more weight than the logo you place in the upper left part of each element. How to define the brand tone of voice, that is, how a brand speaks, essential Industry Email List to connect. study the tone of voice Identity is the ability to be yourself over and over again. It has to do with repetition, with consistency, with the guarantee of complying in each situation without cracks. The tone of voice is the verbal genetic code that establishes the words we use, the type of linguistic turn, the narrative contexts, the brand slogan, the content strategy... It is not the specific message, but a certain way of seeing the message. world and relating to it through words.
Tone of voice is the way in which an organization uses words, it is part of its verbal identity . Linguistics, the registration of the language, the extension of the discourse, the reality of the user and the sector, the dictionary and the correct and incorrect uses that are established as green and red lines are key here. A guarantee: the verbal identity manual The voice of a brand is a living and demanding reality. Each worker in your organization has the ability to generate messages and transmit them outwards on dozens of platforms. Everyone writes words and generates phrases, messages.and brands with them. Your brand. That is why your organization needs a didactic , pragmatic and verbal identity-orienting manual. As a result of our experience in dozens of verbal identity projects for large organizations, we know that a tone of voice manual is the secret to aligning all web, commercial, advertising, marketing, customer service, brand messages. in the same semantic framework . Brands will need to express more and more textual messages in the future. Failure to define a clear verbal identity will cause the brand to be diluted or transmit contradictory messages.