Branding Week3 copy - Terry Lee Stone · 2016-02-17 · Assignment: Brand Book Week 1 Brand Book Homework: Last week you researched Company Overview & History and Basic Company/Product

Week 3: Branding Voice

BRANDING STRATEGIESTerry Lee Stone

Lovemarks & Your Brand

✤ Your assignment: write150-250 words connecting your Brand Bible Brand to the Lovemark concepts of Mystery, Sensuality & Intimacy

✤ Exchange papers with a partner to read it.

February 2016

Brand VoiceCreating Connection Through Words

Developing Brand Voice

✤ Brand Voice: requires that you know the following: Core Values, Business Goals, and Mission of the brand.

✤ Brand voice means creating a story and expressing personality through vocabulary and tone.

Developing Brand Voice

✤ Comprised of these aspects: Character/Persona, Tone, Language, Purpose

✤ Touchpoints and voice

✤ You need to write in the brand voice for your Brand Bible

Brand Voice Exercise 1

✤ Brand Voice: The purposeful, consistent expression of a brand through words and prose styles that engage and motivate. The personality of your brand is determined, in large measure, by the words you use and the sentences you write.

✤ List 5 adjectives that capture what is engaging about your brand.

✤ List 5 things that might motivate 20-somethings to love your brand.

Brand Voice Exercise 2

✤ Form into Brand Groups

✤ Together, write in the appropriate Brand Voice: 1. A welcome statement 2. A special offer for art school students 3. An art & design newsletter signup screen for their website

February 2016

Brand BiblesStudent Samples

Assignment: Brand Book

✤ Week 1 Brand Book Homework: Last week you researched Company Overview & History and Basic Company/Product Statistics. This week, summarize these things in a way that 20-somethings could get and appreciate. This copy will be used in your Brand Book.

✤ Draft 4 rough Strategy concepts that could be used to attract the Target Audience. Verbal ideas only.

September 2015

Brand Book ProjectIt’s about experiencing Brand Strategy for yourself

Additional Homework

✤ Read Lovemarks Academic Modules 1, 2 & 3 which you will use to help you write your Brand Book copy drafts.

✤ These PDFs will be at the class website.

✤ Questions? Contact me with questions: Terry Lee Stone: [email protected]

✤ Thank you!