Use Pillars to Construct Your Voice
As a brand copywriter, there’s nothing more important than getting the tone of voice just right. But where do you start? Most brands will offer some direction in their brand guidelines. But, often, any direction given is very high-level and may include generalizations that don’t do much to offer differentiation.
I’m happy to quote from an actual roadmap I created several years ago. I’ve scrubbed out the identifying details, but, for context, this was for a new sub-brand being launched under the umbrella of an existing and highly regarded financial services brand.
This approach is all about creating a set of well-considered and well-crafted Messaging Pillars that can anchor the Strategic Messaging you create to engage and influence your primary audience.
Throughout the document you’ll see references to some other key indicators that you can create in partnerships with your research and account team: Core Personality Traits (first-person statements your target might utter); Dynamic Traits (an expression of your brand truth); Storytelling Element (which should be part of your Brand or Voice standards.)
Begin by identifying a Life Tension ...
Despite its name, a Life Tension, in the marketing sense, isn’t stress per se. It’s the conflict between a state the consumer wishes to achieve and the realities of their current situation.
“The things I like to do and the events I want to attend can also be difficult to accomplish and attain.”
Okay, so from here on, we’re looking at the actual pillar strategy.
PILLAR 1—Generate Excitement
We choose language that says this is exciting and innovative. It’s not just a me-too upscale experience program--it connects you with the passions that define you.
Suddenly, it’s possible (and convenient) to take your experiences to a level which otherwise would not have been so easily attained.
Links to audience’s Core Personality Trait: “We’re constantly looking for a better way—and we usually find it.”
Use words and phrases like:
It’s all about access.
You’re not just seeing it. You’re in it.
A new way of seeing ... and doing.
PILLAR 2—Convey Exclusivity
We use consistent architecture, visual style and messaging to communicate that
This is an opportunity that’s not open to just anyone. This is something special and unique that provides the access you need to go farther and deeper into the experiences and events that matter to you.
Links to audience’s Core Personality Trait “Don’t just say it: Prove to me that you can offer me something I can’t get elsewhere.
Use words and phrases like:
It’s where you belong.
Curated collection ... bespoke experiences
Don’t make a reservation ... put yourself on the list
PILLAR 3—Amplify Their Passions
By providing insider access and coveted (and covetable) experiences, the program enables our audience to amplify what’s most important to them:
Doing, not just be-ing.
Experiencing life at a level elevated from “the crowd”
Creating the stories their friends want to hear.
There are also opportunities, expressed throughout the program, that enable customers to broadcast (amplify) throughout their social networks.
Links to the current Storytelling Element Compelling ... “Communication inspires interest, belief or action.”
Use words and phrases like:
Go beyond
Step out of the crowd
Think of the stories you’ll tell ...
PILLAR 4—Show that we understand
More than just a collection of unprecedented access and amazing experience, this program, and how we market it, provides a compelling opportunity to show “we get you.” We get that they are more interested having a one-of-a-kind experience than being another face in the crowd.
Links to the current Dynamic Trait “We don’t just try to impress you—we dare to inspire you” and Brand Tenet “We’re committed to treating you the way you want to be treated.”
Words and Phrases like:
Above the crowds
More of what you love
Because you’re not like everybody else