Successful brands project a distinctive image and communicate with words and tonality aligned with their culture beliefs and values with relentless consistency.
Virgin, for example, as an innovation brand, speaks the language of vision and creativity with an energised tonality, consistent with a culture that values entrepreneurship and youthful zest.
If you’re a prestige brand like Mercedes-Benz, you speak the language of excellence and distinction with a confident tonality, consistent with a culture that values status and significance.
If you’re a love brand like Dove soap, you speak the language of nurturing and relationships with a warm tonality, consistent with a culture that values self-esteem and caregiving.
If you’re a passion brand like Magnum ice-cream, you speak the language of seduction with a warm and suggestive tonality, consistent with a culture that values pleasure and intimacy.
If you’re a sage brand like the University of Melbourne, you speak the language of wisdom with a reflective and educative tonality, consistent with a culture that values intellect and analytical problem-solving.
If you’re an outlaw brand like Harley Davidson, you speak the language of revolution with a blunt and challenging tonality, consistent with a culture that values rebelliousness and disruption.
If you’re an explorer brand like Jeep, you speak the language of independence with a spirited and inquisitive tonality, consistent with a culture that values adventure and individuality.
When you use words and tonality aligned with your brand’s culture beliefs and values, you build brand trust and credibility from the consistency of voice across marketing channels and customer touch points. Ultimately this unified approach shapes a desired reputation in line with the brand image you wish to project.
©Ros Weadman 2022
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