AlinaWheeler-DesigningBrandIdentity

Brand basicsStaying on messageStay on message is the brand mantra. The best brands speak with one distinctivevoice. On the web, in a tweet, in conversations with a salesperson, in a speech givenby the president, the company needs to project the same unified message. It mustbe memorable, identifiable, and centered on the customer.Voice and tone work harmoniously with clarityand personality to engage customers, whetherthey are listening, scanning, or reading. Eachword offers an opportunity to inform, inspire,and fuel word of mouth.Whether it is a call to action or a productdescription, language must be vital, straightforward,eloquent, and substantive. Be sure themeaning is accessible to all customers. Whendeveloping key messages and companydescriptions, preserve the impact by cuttingthrough hype and clutter. Brand messages workwell if they distill the essence of the product orservice. A memorable message grows withrepetition, taking on a life of its own.Language and communications are intrinsic toall brand expressions. Unified, consistenthigh-level messages demand buy-in at all levels:the commitment must be long-term. Integratedcommunications require that content and designwork together to differentiate the brand.Let’s give them something to talk about.Bonnie RaittEach word is an opportunity to be intentionalNomenclatureBrand esssenceCommunicationsInformationTouchpointsCompany name formalMission statementsVoiceContentWebsites + blogsCompany nameinformalTaglinesDescriptorsProduct namesProcess namesService namesDivision namesVision statementsValue propositionsKey messagesGuiding principlesCustomer pledgesVocabularyHistoryBoilerplateElevator speakToneHeadline stylePunctuationCapitalizationEmphasisAccuracyClarityConsistencyCall to actionPhone numbersURLsEmail signaturesVoicemail messagesAbbreviationsTitlesAddressesDirectionsNews releasesFAQsPress kitsAnnual reportsBrochuresShareholdercommunicationsCall center scriptsSales scriptsPresentationsAnnouncementsBlast emailsAdvertising campaignsDirect mailProduct directionsSignage26