What Makes a Brand Powerful?
If you want to empower your brand and elevate it from bland to grand, consider your customer’s total brand experience. This encompasses more than its visual identity. A powerful brand has a unique visual presence and an authentic “brand voice,” as well.
Your brand’s voice resonates in the words, phrases, tonality and style of every communication or brand touch-point a customer comes in contact with. It captures and conveys an attitude; the feeling it evokes influences how your company is perceived and ultimately, how successful you will be.
Is your voice weak when it speaks? Does it connote confidence, authority and integrity without being pompous, overbearing or too self-serving? Does your empathy shine through? How about a sense of humor? Funny, you should ask… there’s a delicate balance to be struck and the brand that ‘stands and delivers’ never wavers from a consistent, total entity that clearly conveys who you are and the unique advantages you offer.
An Example of Worth
For example, we developed a brand for Farrall Wealth, a financial services firm specializing in wealth management. Our challenge of positioning the Farrall brand began with an inquiry into what makes Greg and his business unique. His expertise in finance and football were two characteristics that clearly distinguished Greg’s unique brand personality. In the logo seen here – in the bold colors and the design itself – you can see the X’s and O’s that are integral to the firm’s four-part winning strategy to grow, preserve, protect and distribute wealth. His strategic game plan for his clients is expressed visually and the company’s “voice” on his website and throughout all communications, carries the ball literally to the goal line.
Have them at “hello”
When customizing your brand voice, we make sure all aspects of the branding process – name, logo, trademark, positioning, voice and messaging – work together to complement each other. We study the language of your industry and competitors. Most importantly, we listen to you regarding who you are, what you do, what you do better than anyone else and how you want that expressed. Then we craft your voice to reflect a powerful personality that is truly your own – one that engages your target markets from the word “hello” and has the power to sustain a
relationship long-term.
Your brand’s voice is one of the most overlooked aspects of brand development. Read your own material and ask “is this my choice for an ideal voice?” If you’re not happy with what comes through, make a sound decision and call us. We’ll help you analyze and develop your brand voice to reflect the authentic personality of your company so that it’s heard loud and clear.
