ONE DAY BRAND TRANSFORMATION WORKSHOPS

The Brand Voice Workshop is designed for business leaders and communication teams to create and manage the unique voice of and expression of their brands at every customer interaction.

Brands, just like people, have a voice – the tone, manner and personality of expression that distinguishes one brand from another. This full-day facilitated brand voice workshop is custom designed for marketing and corporate communication teams to develop the foundation of their unique brand voice to help everyone within the organization communicate the brand’s messaging in a clear, consistent and compelling manner.

 

In the clutter of our 21st century marketplace, there are three essential hurdles all brands, large and small, must overcome with their audiences to enjoy competitive advantage in the marketplace:

Your brand must be heard.
Your brand must be recognized.
Your brand must be remembered.

To build deep emotional connections with consumers, customers, employees, strategic partners and stakeholders, brand voice is about what you say and how you say it to effectively resonate with your audiences. Through facilitated and interactive exercises participants will gain clarity, consensus and confidence in the strategic and creative decisions in these important areas:

Defining the brand’s personality.
The “familiar” characteristics and themes therein that enables your brand communications to resonate and be memorable. Within the context of the brand’s archetype, participants will map persona associations to the brand’s identity, brand purpose, and brand expression.

Defining the brand’s tone, language and manner of expression.
The shared values that bond your brand to its audiences. This is an expression of the values that shape your organization and the perception of audiences–not only through messaging and content (what you say), but also by emotional and empathetic expression (how you say it).

Defining the range of your brand voice.
This is about the dynamic range of your brand voice. How far your brand voice can extend and still remain relevant and adaptable to different marketplace conditions. What mood, tone and manner are required to communicate the right messages, the right way, at the right time, to the right audience?

Defining the specific language used in brand communications.
This is more than simply selecting words. The language your brand speaks in must be language your audience speaks in as well. Clear and effective communication begins with understanding and comprehension. Are your messages jargon free, clearly heard, quickly recognized and easily remembered?

Who should participate in the Brand Voice Workshop?
The content of the brand voice workshop requires strategic decision making at the senior leadership level of corporate communications, investor or public relations, marketing and brand management and marketing communications. Ideal group size is 8-12 participants, but we have conducted this workshop for groups of 20 or more.

Workshop deliverable and outcome.
An Executive Summary will be prepared following the workshop, outlining all the core insights, decisions and activities of the workshop. This comprehensive document serves as a tool for effective internal brand management–maintaining the consistency of your brand voice across the organization and all communication channels with customers and stakeholders.

The Workshop Investment:
The investment for the Brand Voice Workshop and Executive Summary is $7500. USD  Paid in advance and non-refundable (plus travel expenses). Our clients have annual revenues of $2 million+ and come from diverse consumer and B2B market sectors.