DW's Blog
Parking Lot Pondering Moment
by DW Green — May 17, 2010
I sent an email to a business prospect last week. I thought the content of the email would make a good blog post. An edited version of the email follows.
One morning last week after finishing a golf lesson, I was standing in the golf course parking lot pondering Melissa McLean Jory. Melissa is a high school classmate I connected with on facebook last year. Melissa is a nutrition expert, specializing in Celiac disease. Because of her deep knowledge and wonderful personality we hired her to speak about blogging and Celiac disease at our GPS (Green Positioning Summit) workshop last year. Melissa writes an excellent blog, and her facebook posts are very well written. Her voice, her tone, her language is positive, upbeat, informative, happy, humorous, and insightful. It resonates with me; the language makes me smile and demands my attention. Kudos Melissa! So, in this parking lot pondering moment I realized how really important voice, tone and language are to advertising and marketing communication.
I then remembered a series of TV spots that we recently were asked to review. The company’s owner was the spokesperson. The spots were excellent and much like Melissa, the owner’s personality and language resonated with me. “Gee”, I thought as I was watching the spots, “I’d love to shop at ________, that’s my kind of store!” Kudos, unnamed supermarket retailer!
Do your marketing pieces support and reinforce the language, tone and voice of your brand? Have you explored what your brand voice should be? Your brand voice and language can help deepen the connection between your company and your customers.
Brand voice is an important part of our brand strategy process.
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Yikes, you were serious, weren’t you? Thank you DW, I appreciate your comments and agree that “voice” is an important part of brand strategy. You definitely have your own authentic voice and I always enjoy pondering your Facebook comments and your blog posts. Your waffle/Taoism analogy is one of my all-time favorites!
Ponder on, my friend!
In gratitude,
Melissa