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SOUND LIKE YOUR VALUES
When a brand first comes into being, it’s often the result of much hard thinking, planning and creativity by its founder, inventor or the small team behind it. The people working close to creative centre pick up their creators’ enthusiasm and passion, and everyone involved talks about the brand in the same way. They can speak the brand language. Years go by, the company grows, the brand name is still there and people are doing their jobs. But the links to the brand’s beating heart, the connections to the creative team, have weakened or faded away.
The idea Part of business writing for brands is to work with organisations to help them articulate their brand personalities, to put their brands into words. Odd things happen to people when they start to write for a business. They believe that they’ve to use all the longest words they know, and jam in all the facts they’ve ever picked up. Sometimes, the people at the very top are often the worst culprits. They’ve learned the habit of writing to sound important instead of interesting. They completely forget that someone has to read what they’ve written, and act on it. This often happens within organisations whose brands have been in existence for decades, maybe centuries, and their people 100 GREAT BRANDING IDEAS • 5
100 Great Branding Ideas 14dec.indd 5
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