Perspective
Finding Your Brand Voice
Executive Summary
How character is driving a new brand toolkit that’s bold, responsive and emotionally intelligent.
People are overwhelmed by brands.
We’re in an almost constant state of unsubscribing from emails and blocking irrelevant ads.
The brands we do keep around have one thing in common: They add value to our lives.
Beloved brands—at Lippincott, we call them Go-to Brands—balance connection (a mutual belief) with progress (a way to advance).
Effective brand voices must do the same. They must balance being trusted, stable, and recognizable with being flexible, adaptive, and responsive.
To accomplish this, brands need to do more than be human. They need to be a specific human—one who connects authentically with the brand’s purpose, its industry, its employees, and (of course) its audiences.
Character is key. But uncovering one isn’t easy.
- Four key criteria to building a successful, purpose-led brand character
- How to create a character with specific and actionable traits
- How to empower teams across your organization, from HR to fulfillment, to use brand voice and brand character successfully
- How today’s brand toolkit needs to evolve to reflect a purpose-led brand character (and encompass visual, verbal, and emotive cues across all channels, from social media to virtual assistants)
- Questions you can ask to ensure you have the brand foundations for success
It’s never been more important for a brand to be both ownable and adaptable. A strong brand toolkit fosters connection and creates progress.
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