From the course: Advanced Branding
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Evaluate the brand language
- One of the final pieces in branding comes about through the use of language. The way the brand chooses to speak to the consumer must be reflective of its style. It's just as important to establishing the brand identity as the visuals and the vision. Most companies tend to establish voice at the end of a branding exercise, almost as an afterthought. I'd encourage you to instead explore your voice at the start of the branding project. Draft a one-page brand story that takes your brand research and development pieces and weaves them into a message you'd share with the consumer. Craft this message not as an internal brief, but instead copyright it. Invest in the development so that the language used carries the essence of your brand identity. You'll find that this exercise lets you experience the brand as if it's your first introduction. Imagine an introduction with someone you just met. The way they talk, carry…
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