Joshua Conran is the Managing Partner at Deksia.View all articles written by this author
Your company’s brand tone is based as much on what your clients think you are or want you to be as it is on your own beliefs and opinions. It’s all about perception. If you believe your unique selling proposition is to provide a quality product, your current and potential clients might just assume that fact is a given. You may think of one aspect of your business as the thing that sets you apart, but if all of your competitors offer the same thing, than it’s not.
What’s different about your product, your approach, your service? What actually makes you unique? It doesn’t have to be something drastic. For example, Aaron talked about NAI’s team-based approach in his brand tone blog. A team approach to real estate isn’t revolutionary; it just happens to be the thing that’s different about NAI. If that quality appeals to a significant segment of the market, then it’s worth going after. A relational approach, a fast response time: these are unique selling propositions. The tone of voice in your messaging needs to speak to that. If you’re focusing on the quality product angle, but all of your competitors are as well, then nobody’s going to hear you because everybody is singing the same song.
Once you nail down the unique selling proposition and begin constructing brand tone around it, we can begin thinking of how to portray the brand visually. Tone of voice is more than just the literal meaning; it also applies to the visual aspects of the brand. If you have a relational tone of voice that doesn’t translate to your designers, and they create aggressive artwork to represent you, it’s not going to line up. You’ll have missed the mark, you’ll confuse your potential client, and you’ll struggle to meet the levels of success you should be able to reach.
We try to give our creative team the best insight and information we can, so they can actively portray the research without thinking, “What can I make that looks cool?” There has to be more thought behind the visuals than just selling them to the client. They have to resonate, hold up the brand, and set expectations the company will be able to meet.
We don’t guess. We don’t create 10 different logos and try to match them to clients. Because of the research we do, we typically don’t miss the mark by much. We’ve learned as long as clients give us quality information and believe the things they tell us, we are very good at hitting the mark.
Through experience, research, and the system we’ve developed, we create brand tone results that speak for themselves.