Using Brand Voice to

Enhance Brand Value

WHAT IS BRAND VOICE

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YOUR BRAND VOICE MUST BE AUTHENTICIt shouldn’t be based on trend or created on a whim

What is it?

It’s your style of writing and speaking — a vital way for you to express the spirit of your brand in a way that identifies with your audience.

What role does it play?

It animates your brand through words and tone, bringing your personality to life and inviting all your constituents into the conversation.

How do we use it?

In everything, from the words of an ad to the content of a brochure, from social media to internal communications and attracting great talent.

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Brands today struggle to be heard; they must cut through the noise and rise above the clamor –

across MANY TOUCHPOINTS

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VOICE EXPRESSES YOUR PERSONALITYUse the brand voice to articulate what’s in it for them!

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VOICE CONNECTS WITH THE AUDIENCEAcross the many touchpoints

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VOICE ALSO EXTENDS INTO SOCIAL MEDIA

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“. . . people will forget what you

said, people will forget what

you did, but people will never

forget how you made them

feel.”

- Maya Angelou

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BE BOLD. BE A REBEL. BE A RENEGADE. Not selling just the bike but the experience of riding a Harley.

WHAT IS BRAND VALUE?

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BRAND VALUE IS INFLUENCED BY MANY ELEMENTSIt is defined by the total value a brand offers to its shareholders

BRAND VALUE

AWARENESS

ASSOCIATION

ENGAGEMENT

LOYALTY

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DISCOVERY CHANNEL: VOICE SUPPORTS VALUEDiscovery’s voice is intrigue, adventure & discovery of new things

Key Information:• 20% increase in viewership in

2013• 45 consecutive months of

increase in primetime viewership

• Public affairs initiatives to promote volunteering, job-skills for the unemployed and education initiatives in schools

• Ranked as one of Interbrand’s top 100 brands

• Brand value = $5.8 Billion

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FINDING YOUR VOICE: A WORKSHEETUse Harley-Davidson as an example for this worksheet

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FINDING YOUR VOICE: A WORKSHEETUse Harley-Davidson as an example for this worksheet

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Thank you!

www.brandtuitive.com