Two Brands Walk Into a Bar …
True or false: it's not what you say, but how you say it that matters.
I say TRUE.
Voice, tone, inflection, volume, hand gestures, body posture, facial expression, eye contact, fluency, timing – minor variations in these elements can take a bright and cheery "nice outfit" to a strange and creepy "niiiice outfit."
Most professionals understand this at both a studied and instinctive level because PACKAGING MATTERS.
The same is true with your brand. Just like you, your organization has a personality.
I've seen many businesses create an amazing client and employee culture rich with character and then fall completely flat with their external "packaging."
Imagine your brand personified for a moment. Your website, environmental design, social messaging, content delivery methods –– how would these things translate in human form?
Now picture your brand sitting in a conference room among its peers. How does it shape up? Is its messaging interesting? Is its delivery captivating? Charming? Warm? Bold? Disruptive? Has some leftover business jargon stuck in its teeth?
This is a simple (and perhaps slightly ridiculous) exercise, but do me a favor and just do it. You’ll be glad you did.
