find your brand's voice
TRANSCRIPT
Hello!Finding Your Firm’s Voice
A RubyLaw WebinarMarch 2015
Scott Milano, Managing Director, Tanj Branding LLC, [email protected], www.tanjbranding.com, 917-885-9509
Tanj unleashes the power of words in branding.
We bring language to life so it delivers lasting, tangible
impact on your brand.
2 © Tanj 2015
About
What is Tanj?
Tanj is a boutique brand consultancy led
by copywriter, brand consultant and creative
director, Scott Milano.
What does Tanj do?
We create world-class…Brand Concepts & Stories
Strategic MessagingBrand Voice Guidelines
Brand StrategyBrand Names
Slogans & Taglines
Copy for Print & Digital
First, from “tangible.” Language is abstract and
ethereal. Tanj makes it tangible – real, active, alive.
Second, from the Japanese word “tanjun,” which means “to simplify.” Simplicity is the
hallmark of great ideas.
And finally, from “tangerine.” Scott Milano likes tangerines.
A lot.
Where does the name Tanj come from?
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Brand Reach
8
Brand
Platform
ServicesClient
Management
Innovation
Practice Development
Pro Bono
CSR
Talent Acquisition
HREmployee Engagement
ThoughtLeadership
Promotion
Identity
Messaging+ Voice
Naming
PR
Marketing
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Brand
On Brand Voice
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• It’s foundational• It’s how the brand speaks• It’s part of all comms• It’s not a tagline• It’s not your content strategy
Apple & iPad
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View Video at https://www.youtube.com/watch?v=_snOtlJ21yI
Microsoft & Surface
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View Video at https://www.youtube.com/watch?v=yYC5dkQlQLA
Each Has Its Own Voice
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• Insightful• Warm• Human• Highly Aspirational
Each targets & resonates with a different audience
• Smart• Pointed• Functional• A Little Funny
Under Armour Sports Pants
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“We know you can work up a sweat on your way to 26.2, so we armed these leggings with a muscle-boosting compression fit, and strategic stretch mesh leg panels that dump excess heat as you get fired up.”
J. Peterman Hanging Out Pants
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“Cups and cups of fresh small-batch Panama coffee.
Walk in woods before breakfast (at daybreak).
Fresh huckleberries, Irish soda bread, and trout you caught yourself (while drifting across sedge pond in old wooden raft).
Dinner for eight under the 130-year-old sequoia at twilight. Laughing to the point of soreness.
Talking, deep and late…
Hanging Out Pants (No. 4132). Comfy elastic waistband with internal drawstring…”
Again, Each Has Its Own Voice
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• Gritty• No BS• In the Now
Each targets & resonates with a different audience
• Poetic• Story-driven• Timeless
Brand Voice in the Business of Law Matters Because…
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Law is about people & words
How you speak says a lot about who you are & what you offer
Communicating your uniqueness is key to winning
business
Clients already see it in other professional
services industries
The Goldman Voice
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• Copy-driven• Unique perspective• Crisp writing• Professional yet warm tone• Engaging headlines• Clear calls to action
The Goldman Voice
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• Copy driven• Unique perspective• Crisp writing• Professional yet warm tone• Engaging headlines• Clear calls to action
Unique Perspective: Offers a definitive POV Professional Yet Warm: Writes like we speak
The McKinsey Voice
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• Clear & matter of fact• Smart yet accessible• Bold adjectives & verbs• Unafraid to think big
The McKinsey Voice
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• Clear & matter of fact• Smart but not elitist• Unafraid to think big• Bold adjectives & verbs
Bold adjectives & verbs: Using crisp, powerful verbsto drive subheads & break up copy
Unafraid to think big: Deliver an aspirational message with confidence
Brand Voice in the Business of Law Matters Because…
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Law is about people &
words
How you speak says a lot about who
you are & what you
offer
Communicating your
uniqueness is key to winning business
Clients already see it
in other professional
services industries
Law firms are already
leveraging voice
There’s one more reason…
Nixon Peabody
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• Unexpected and bold• Easy to read – clear,
concise sentences, no legalese, no fluff (ex. site navigation)
• Sounds like a trustworthy partners, doesn’t just say it
• Unique storytelling in the legal space
www.nixonpeabody.com
Nixon Peabody
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Easy to read: Sharing stories. Avoiding legalese, yet not dumbed down, the voice is accessible for a professional audience
A trustworthy partner: They conversationally lay out exactly what “we” can do for “you”
Bold: Bold claims with inspirational language paints a unique picture for readers
Gibson Dunn
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• A unique, unexpected voice• Far beyond the standard
“we are a global firm with vast experience…”
• Incredibly confident• Elaborate, deep thinking• Unexpectedly detailed
www.gibsondunn.com
Gibson Dunn
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Over the top: Elaborate, extreme language
Storytelling: Unexpected details give the impression of sitting down with a verbose grandfather figure
Confidence: A distinct impression that these people have a sure answer for everything
Tandem
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• Clear & simple• Positive & idealistic• Engaging• Feels casual and
‘start-uppy’
http://tndm.com/
Tandem
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Clear and Simple: Fairly simple, straightforward language – but not sterile
Idealistic: A positive voice imparting clear ideals paints a picture of young visionaries working to make a difference
Engaging: Succinct headlines (again positive and idealistic) draw the reader in
Sample Brand Platform: The Brand’s Strategy & DNA
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Connecting People & Live Events
For those who aim to break down the physical barriers that limit live events, we are the premier destination for connecting people and live events by creating a seamless broadcasting experience for producers and an immersive viewing experience for audiences.
Extending Events We enable event owners to take their live events beyond four walls so fans never miss the excitement, no matter where they are.
Building Communities We're a social destination – a hub that brings together the right people at the right time, in the right way; a place for sharing the story of live events.
Truly Caring We care. From product quality to support to education, we create and innovate because we're passionate about everything live.
Enhancing the Experience We deliver an immersive viewing experience full of amazing content. Our platform works seamlessly, end-to-end.
Clear Straightforward & clean. We communicate with clarity and design for simplicity.
Professional Dedicated & qualified. We've got the skills and experience to get things done.
Bold Vibrant & innovative. We think big. We break new ground by disrupting the status quo.
Exciting Fun & youthful. Live events are all about energy and enthusiasm. So are we.
Brand Idea What we stand for
Value PropositionArticulates who we target, what we offer and the value we deliver
Brand Personality How the brand speaks, looks and behaves
Brand Pillars What drives our promise and proposition in the marketplace and frames how we communicate
Leverage Voice Directly from the Brand Strategy
37 © Tanj 2015 | TanjBranding.com
Connecting People & Live Events
For those who aim to break down the physical barriers that limit live events, we are the premier destination for connecting people and live events by creating a seamless broadcasting experience for producers and an immersive viewing experience for audiences.
Extending Events We enable event owners to take their live events beyond four walls so fans never miss the excitement, no matter where they are.
Building Communities We're a social destination – a hub that brings together the right people at the right time, in the right way; a place for sharing the story of live events.
Truly Caring We care. From product quality to support to education, we create and innovate because we're passionate about everything live.
Enhancing the Experience We deliver an immersive viewing experience full of amazing content. Our platform works seamlessly, end-to-end.
Clear Straightforward & clean. We communicate with clarity and design for simplicity.
Professional Dedicated & qualified. We've got the skills and experience to get things done.
Bold Vibrant & innovative. We think big. We break new ground by disrupting the status quo.
Exciting Fun & youthful. Live events are all about energy and enthusiasm. So are we.
Brand Idea What we stand for
Value PropositionArticulates who we target, what we offer and the value we deliver
Brand Personality How the brand speaks, looks and behaves
Brand Pillars What drives our promise and proposition in the marketplace and frames how we communicate
Sample of Voice Guidelines: Tactical Advice on How to Write
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Personality Attribute & Definition
General Voice Principle Do Don’t
BOLD Vibrant & innovative. We think big. We break new ground by disrupting the status quo.
Talk about the important stuff. Do it in a way that provokes thought and makes people take notice. No need to throw bombs. But make sure your words stick.
• Communicate ideas, not just words: Think about your copy and content on the whole, not just word for word. Does it offer a unique perspective that has impact?
• Connect with the reader as an individual:
Make sure language addresses the reader in 2nd person ("you"). Speak about Livestream in 1st person plural ("we" or "us"). Avoid 3rd person ("one" or "they").
• Be confident and positive: We're good at what we do and not afraid to let our audience know it, as long as it doesn't get in the way of communicating what matters most to them.
• Beat your chest, brag or boast
• Be disrespectful to our competitors
• Use sarcasm, poor attempts at humor or language that could be offensive
Before After
“Live Stream Your Events Everything you need to easily live stream events and build an engaged audience.”
“Let’s Go Live Extend your events & build an engaged audience on the premier destination for live events.”
Spread the word
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• Share the guidelines• Make them easy to access
(short, user-friendly, available on your intranet)
• Include them in every creative brief
Train your people
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• Develop and offer courses for writing “on brand”
• Make them fun & engaging. Sample Title – “How to not write like a lawyer J”
Be diligent. Be vigilant. Keep Evolving.
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• Use voice to evaluate creative• If it’s not on brand, change it• If your strategy is not working,
change it• Regularly share your successes to
build momentum
Key Takeaways
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Be Unique
Use voice to differentiate yourself from the legions of others who all say the same thing, and sound the same.
Not Only B2C
Voice isn’t something just for B2C brands. In fact, there’s a tremendous opportunity in B2B.
Stay Ahead of Trends
We’re already seeing voice leveraged in professional services, and law, too. Keep ahead of the pack.
Law = People & Words
People and language are at the heart of what you do. Take what you say in comms, and how you say it, seriously.
You Need a Foundation
For messaging and brand voice, you need to have a solid brand strategy and foundation in place.
You’ll Never Finish
There are no right answers in branding. It’s always an evolving process. Enjoy the journey – work hard along the way.
Scott Milano, Managing Director, Tanj Branding LLC, [email protected], www.tanjbranding.com, 917-885-9509
Thank You!