brand personality – what is it and why does it matter? · 2014-12-05 · day. normal opening...

© Wordtree 2014.

Brand personality – what is it and why does it matter?

© Wordtree 2014.

WORDTREE

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We’re brand language specialists based in Cardiff. We work with clients all over the world on brand, tone of voice, messaging, naming and writing projects.

© Wordtree 2014.

DIFFERENTIATION

Brand personality

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DIFFERENTIATION

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DIFFERENTIATION

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Provenance Ethics

Price point Health

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DIFFERENTIATION

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DIFFERENTIATION - LANGUAGE

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Belu started with a simple idea – that there was a better way to do business by reducing our environmental impact and using all the profits to fund clean water projects.We are an award-winning ethical business and leading social enterprise that produces great tasting British natural mineral water, sold in all the best places. We take every possible step to minimise our environmental impact in everything that we do.

We make the best environmental decisions across all aspects of our business – from the way we run our head office, to our distribution model and the materials we use. Belu’s way of doing business is not just driven by cost, but by the impact we have on our planet.

We are lucky. In the UK we have access to clean safe water at home, at work, at school. When we’re out and about we can buy bottled water easily.

Yet in developing countries over a billion people still cannot access clean water.

By supporting Thirsty Planet and choosing to drink our water not only will you enjoy a quality British spring water but you will help save and change the lives of millions of African people who are not as fortunate.

© Wordtree 2014.

BRAND PERSONALITY

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USING LANGUAGE TO DIFFERENTIATE

Tone of voice is personality

expressed in language.

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QUIZ

A) Wotcha.

B) Hey baby!

C) Hiya.

D) Well, good evening, good evening, good evening.

E) Greetings, peoples.

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EXAMPLES

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Customers are reminded that the store will be closed on Christmas Day. Normal opening times resume on Boxing Day. Customers are cordially wished an enjoyable festive period.

A little reminderWe’re closed on Christmas Day – but our opening hours are back to normal on Boxing Day. Have a great time and we’ll see you soon.

© Wordtree 2014.

EXAMPLES

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A rogue private landlord refused to fix Emma’s flat. Rising damp left the walls covered in mould and the boiler broke down during the winter. She had a young child and was expecting another. We made a disrepair claim that forced the owner to fix the boiler and damp. Then we helped the family find a better home – away from their hostile landlord.

Pregnant mum Emma couldn’t get her private landlord to deal with the damp and cold in her flat.

We fought the landlord and forced him to fix the boiler and get rid of the damp.

Then we found a better home for Emma and her family.

© Wordtree 2014.

EXAMPLES

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Shelter has a large, catalogued archive consisting of a wide variety of materials illustrating our campaigning work since 1966 –including reports, photographs, audio, video footage and posters of all areas of Shelter’s history. Currently this archive is not being utilised to its full capacity. We believe that the Shelter archive is a fascinating reflection of the social history of Britain since 1960s and could therefore be digitised as a series of images to tell the story of the Spirit of Shelter.

Since 1966, we’ve archived all our campaign materials.

This fascinating resource gives a grass roots insight into Britain’s social history over the past four decades.

But it’s going to waste.

We want everyone to see these images, posters and reports – and to understand that the housing rights they take for granted were fought for.

We want to make the story of housing in Britain available to everyone.

© Wordtree 2014.


• What kind of clothes would your organisation wear?

• What would it do in its spare time?

• What kind of newspapers would it read?

• Which TV shows or films would it watch? Or which books would it read?

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brand personality – what is it and why does it matter? · 2014-12-05 · day. normal opening...

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