find your brand's voice

Hello!Finding Your Firm’s Voice

A RubyLaw WebinarMarch 2015

Scott Milano, Managing Director, Tanj Branding LLC, [email protected], www.tanjbranding.com, 917-885-9509

Tanj unleashes the power of words in branding.

We bring language to life so it delivers lasting, tangible

impact on your brand.

2 © Tanj 2015

About

What is Tanj?

Tanj is a boutique brand consultancy led

by copywriter, brand consultant and creative

director, Scott Milano.

What does Tanj do?

We create world-class…Brand Concepts & Stories

Strategic MessagingBrand Voice Guidelines

Brand StrategyBrand Names

Slogans & Taglines

Copy for Print & Digital

First, from “tangible.” Language is abstract and

ethereal. Tanj makes it tangible – real, active, alive.

Second, from the Japanese word “tanjun,” which means “to simplify.” Simplicity is the

hallmark of great ideas.

And finally, from “tangerine.” Scott Milano likes tangerines.

A lot.

Where does the name Tanj come from?

3 © Tanj 2015

On VoiceWhy CareBest Practices Q&A

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5

Words Have Power

6 © Tanj 2015 | TanjBranding.com

Knowing How to Harness that Power…


Is the Key to Brand Success

Brand Reach

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Brand

Platform

ServicesClient

Management

Innovation

Practice Development

Pro Bono

CSR

Talent Acquisition

HREmployee Engagement

ThoughtLeadership

Promotion

Identity

Messaging+ Voice

Naming

PR

Marketing

© Tanj 2015 | TanjBranding.com

Brand

Brand Messaging


Messaging is What You Say

Brand Voice


Voice is How You Say It

On Brand Voice


•  It’s foundational•  It’s how the brand speaks•  It’s part of all comms•  It’s not a tagline•  It’s not your content strategy

No Judgment, Just Observation


Apple & iPad


View Video at https://www.youtube.com/watch?v=_snOtlJ21yI

Microsoft & Surface


View Video at https://www.youtube.com/watch?v=yYC5dkQlQLA

Each Has Its Own Voice


•  Insightful•  Warm•  Human•  Highly Aspirational

Each targets & resonates with a different audience

•  Smart•  Pointed•  Functional•  A Little Funny

No Judgment, Just Observation


Under Armour Sports Pants


“We know you can work up a sweat on your way to 26.2, so we armed these leggings with a muscle-boosting compression fit, and strategic stretch mesh leg panels that dump excess heat as you get fired up.”

J. Peterman Hanging Out Pants


“Cups and cups of fresh small-batch Panama coffee.

Walk in woods before breakfast (at daybreak).

Fresh huckleberries, Irish soda bread, and trout you caught yourself (while drifting across sedge pond in old wooden raft).

Dinner for eight under the 130-year-old sequoia at twilight. Laughing to the point of soreness.

Talking, deep and late…

Hanging Out Pants (No. 4132). Comfy elastic waistband with internal drawstring…”

Again, Each Has Its Own Voice


•  Gritty•  No BS•  In the Now

Each targets & resonates with a different audience

•  Poetic•  Story-driven•  Timeless

Remember


Voice is How You Say It


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Brand Voice in the Business of Law Matters Because…


Law is about people & words

How you speak says a lot about who you are & what you offer

Communicating your uniqueness is key to winning

business

Clients already see it in other professional

services industries

The Goldman Voice


•  Copy-driven•  Unique perspective•  Crisp writing•  Professional yet warm tone•  Engaging headlines•  Clear calls to action

The Goldman Voice


•  Copy driven•  Unique perspective•  Crisp writing•  Professional yet warm tone•  Engaging headlines•  Clear calls to action

Unique Perspective: Offers a definitive POV Professional Yet Warm: Writes like we speak

The McKinsey Voice


•  Clear & matter of fact•  Smart yet accessible•  Bold adjectives & verbs•  Unafraid to think big

The McKinsey Voice


•  Clear & matter of fact•  Smart but not elitist•  Unafraid to think big•  Bold adjectives & verbs

Bold adjectives & verbs: Using crisp, powerful verbsto drive subheads & break up copy

Unafraid to think big: Deliver an aspirational message with confidence

Brand Voice in the Business of Law Matters Because…


Law is about people &

words

How you speak says a lot about who

you are & what you

offer

Communicating your

uniqueness is key to winning business

Clients already see it

in other professional

services industries

Law firms are already

leveraging voice

There’s one more reason…

Nixon Peabody


•  Unexpected and bold•  Easy to read – clear,

concise sentences, no legalese, no fluff (ex. site navigation)

•  Sounds like a trustworthy partners, doesn’t just say it

•  Unique storytelling in the legal space

www.nixonpeabody.com

Nixon Peabody


Easy to read: Sharing stories. Avoiding legalese, yet not dumbed down, the voice is accessible for a professional audience

A trustworthy partner: They conversationally lay out exactly what “we” can do for “you”

Bold: Bold claims with inspirational language paints a unique picture for readers

Gibson Dunn


•  A unique, unexpected voice•  Far beyond the standard

“we are a global firm with vast experience…”

•  Incredibly confident•  Elaborate, deep thinking•  Unexpectedly detailed

www.gibsondunn.com

Gibson Dunn


Over the top: Elaborate, extreme language

Storytelling: Unexpected details give the impression of sitting down with a verbose grandfather figure

Confidence: A distinct impression that these people have a sure answer for everything

Tandem


•  Clear & simple•  Positive & idealistic•  Engaging•  Feels casual and

‘start-uppy’

http://tndm.com/

Tandem


Clear and Simple: Fairly simple, straightforward language – but not sterile

Idealistic: A positive voice imparting clear ideals paints a picture of young visionaries working to make a difference

Engaging: Succinct headlines (again positive and idealistic) draw the reader in


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#1


Create a solid brand foundation

Sample Brand Platform: The Brand’s Strategy & DNA


Connecting People & Live Events

For those who aim to break down the physical barriers that limit live events, we are the premier destination for connecting people and live events by creating a seamless broadcasting experience for producers and an immersive viewing experience for audiences.

Extending Events We enable event owners to take their live events beyond four walls so fans never miss the excitement, no matter where they are.

Building Communities We're a social destination – a hub that brings together the right people at the right time, in the right way; a place for sharing the story of live events.

Truly Caring We care. From product quality to support to education, we create and innovate because we're passionate about everything live.

Enhancing the Experience We deliver an immersive viewing experience full of amazing content. Our platform works seamlessly, end-to-end.

Clear Straightforward & clean. We communicate with clarity and design for simplicity.

Professional Dedicated & qualified. We've got the skills and experience to get things done.

Bold Vibrant & innovative. We think big. We break new ground by disrupting the status quo.

Exciting Fun & youthful. Live events are all about energy and enthusiasm. So are we.

Brand Idea What we stand for

Value PropositionArticulates who we target, what we offer and the value we deliver

Brand Personality How the brand speaks, looks and behaves

Brand Pillars What drives our promise and proposition in the marketplace and frames how we communicate

Leverage Voice Directly from the Brand Strategy


Connecting People & Live Events

For those who aim to break down the physical barriers that limit live events, we are the premier destination for connecting people and live events by creating a seamless broadcasting experience for producers and an immersive viewing experience for audiences.

Extending Events We enable event owners to take their live events beyond four walls so fans never miss the excitement, no matter where they are.

Building Communities We're a social destination – a hub that brings together the right people at the right time, in the right way; a place for sharing the story of live events.

Truly Caring We care. From product quality to support to education, we create and innovate because we're passionate about everything live.

Enhancing the Experience We deliver an immersive viewing experience full of amazing content. Our platform works seamlessly, end-to-end.

Clear Straightforward & clean. We communicate with clarity and design for simplicity.

Professional Dedicated & qualified. We've got the skills and experience to get things done.

Bold Vibrant & innovative. We think big. We break new ground by disrupting the status quo.

Exciting Fun & youthful. Live events are all about energy and enthusiasm. So are we.

Brand Idea What we stand for

Value PropositionArticulates who we target, what we offer and the value we deliver

Brand Personality How the brand speaks, looks and behaves

Brand Pillars What drives our promise and proposition in the marketplace and frames how we communicate

#2


Develop voice (and messaging) guidelines

Sample of Voice Guidelines: Tactical Advice on How to Write


Personality Attribute & Definition

General Voice Principle Do Don’t

BOLD Vibrant & innovative. We think big. We break new ground by disrupting the status quo.

Talk about the important stuff. Do it in a way that provokes thought and makes people take notice. No need to throw bombs. But make sure your words stick.

•  Communicate ideas, not just words: Think about your copy and content on the whole, not just word for word. Does it offer a unique perspective that has impact?

•  Connect with the reader as an individual:

Make sure language addresses the reader in 2nd person ("you"). Speak about Livestream in 1st person plural ("we" or "us"). Avoid 3rd person ("one" or "they").

•  Be confident and positive: We're good at what we do and not afraid to let our audience know it, as long as it doesn't get in the way of communicating what matters most to them.

•  Beat your chest, brag or boast

•  Be disrespectful to our competitors

•  Use sarcasm, poor attempts at humor or language that could be offensive

Before After

“Live Stream Your Events Everything you need to easily live stream events and build an engaged audience.”

“Let’s Go Live Extend your events & build an engaged audience on the premier destination for live events.”

#3


Create processes to scale voice across the business

Spread the word


•  Share the guidelines•  Make them easy to access

(short, user-friendly, available on your intranet)

•  Include them in every creative brief

Train your people


•  Develop and offer courses for writing “on brand”

•  Make them fun & engaging. Sample Title – “How to not write like a lawyer J”

#4


Be diligent. Be vigilant.Be flexible.

Be diligent. Be vigilant. Keep Evolving.


•  Use voice to evaluate creative•  If it’s not on brand, change it•  If your strategy is not working,

change it•  Regularly share your successes to

build momentum

Key Takeaways


Be Unique

Use voice to differentiate yourself from the legions of others who all say the same thing, and sound the same.

Not Only B2C

Voice isn’t something just for B2C brands. In fact, there’s a tremendous opportunity in B2B.

Stay Ahead of Trends

We’re already seeing voice leveraged in professional services, and law, too. Keep ahead of the pack.

Law = People & Words

People and language are at the heart of what you do. Take what you say in comms, and how you say it, seriously.

You Need a Foundation

For messaging and brand voice, you need to have a solid brand strategy and foundation in place.

You’ll Never Finish

There are no right answers in branding. It’s always an evolving process. Enjoy the journey – work hard along the way.


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Scott Milano, Managing Director, Tanj Branding LLC, [email protected], www.tanjbranding.com, 917-885-9509

Thank You!

find your brand's voice

Marketing

brand messaging

tanj branding llc

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boutique brand consultancy

scott milano

power of words