AMBI NUTRITION BRAND VOICE & TONE AUGUST 30, 2019 | ROUND 1
WHAT IS YOUR BRAND’S VOICE & TONE A Brand’s voice refers to the personality and emotion infused into a company’s communications. It encompasses everything from the words and language you use, to the personality and image your marketing assets aim to invoke. It plays an important role in making sure your message cuts through the noise and makes a lasting impression on potential customers.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
WHY IS ESTABLISHING A BRAND’S VOICE & TONE IMPORTANT? The most enduring companies have a strong personality and clear sense of purpose. Their message is delivered consistently everywhere they have a presence with an established brand voice. Developing brand recognition with consumers requires consistency and repetition. If your personality or messaging appear to change frequently, it’s harder for audiences to know exactly what you’re all about. As a result, your efforts are likely to fall flat, and lose out to a better-branded option.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
WHAT WE KNOW ABOUT AMBI’S VOICE & TONE SO FAR Brand Archetype – The Sage The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. The Sage shuns ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others. Sage brands generally have high levels of consciousness and intelligence. These brands act as sources of guidance to help consumers feel more informed to make better decisions. Sage brands often veer from the status quo in an effort to make people see things in a different way.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
Goal: To use intelligence and wisdom to understand the world and teach others what they know Strategy: Seek out information and knowledge through self-reflection, research, objectivity and diligence Gift: Wisdom Motivation: Independence and fulfillment Attributes: Expert, thinker, philosopher, reflective, advisor, teacher, confident, wise intelligent
WHAT WE KNOW ABOUT AMBI’S VOICE & TONE SO FAR
The Mentor’s very existence is devoted to sharing
Brand Sub-Archetype The Mentor
wisdom for the benefit and support of others. The ability to remain objective and be a good judge of character serves the Mentor well and ups the level of trustworthiness. Everything the Mentor does is based on a desire to make sure the right outcomes are reached.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
WORDS WE LIKE
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
THE GOAL
Playing off the Sage and Mentor Archetypes, we distill down into three more specific voice and tone personalities that are authentic to Ambi Nutrition’s core values and mission. From there, we choose and develop a recognizable voice that resonates with our target audience and leaves a lasting impression.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
OPTION 1
The Individualist AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
THE INDIVIDUALIST The Individualist embraces a multi-faceted approach to communication. Engaging and inspirational, this voice and tone is informative without being stuffy or boring. Quick witted, and true to his or her own unique identity, the Indivudualist style encourages consumers to be themselves. With this voice and tone, self-awareness is key. Ambi Nutrition communicates its understanding that the consumer knows what’s best for their needs and supports and encourages the audience to Know Thyself, Be Thyself and Grow Thyself. The Vibe:
Individuals Who Embody the Individualist Approach:
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
Intelligent Charming Engaging Informative Witty Jim Carrey Oscar Wilde
THE INDIVIDUALIST - HOW WE SAY IT Ambi Nutrition Bars. It’s No Big Meal.
Ambi Nutrition bars fill you up with everything you need to power through you workouts, your weekends, your whatevers. Simple, natural, smart and packed with energy boosting nutrients and pure, all natural ingredients, Ambi Bars are powerful nutrition in a convenient little package.
You Know Your Body. Ambi Knows Nutrition.
Your body is a temple. Offering it the right nutrients at the right time will keep it balanced and in optimal health. The ideal nutrition bar to get you between work and workouts, Ambi is a nutritional snack that’s got your back.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
OPTION 2
The Thinker AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
THE THINKER The Thinker’s approach to communication is all about mind over matter. We appeal to the consumers’ intelligence with messaging that makes them think and empowers them to make good choices that benefit their overall health and wellbeing. Knowledge is power and Ambi provides clear, straightforward language that is substantive and thought provoking. This is a very unique differentiator in the nutrition bar market. The more you know the better choices you make. Information is key. The Vibe:
Individuals Who Embody the Individualist Approach:
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
Straightforward Clear Substantive Deep Aspirational Albert Einstein Jordan Peterson
THE THINKER - HOW WE SAY IT Some Labels Are Meant to Be Read.
You know you shouldn’t judge a book by its cover, but Ambi Nutrition believes you should judge a bar by its label. All of our ingredients are simple and straightforward with no confusing additives. Ambi Nutrition Bars. Food for Thought.
Raise the Bar on Better Health.
When your cruising down the road less traveled, you need a little energy boost along the way. Ambi Nutrition is here to provide you with nutrient-rich, organic, all natural energy bars purposefully created to steer yourself and your body in the right direction.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
OPTION 3
The Guide AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
THE GUIDE This communication style understands the mind, body, spirit connection. The language The Guide uses embraces expansion and personal growth. Uplifting, motivating and powerful, The Guide leads the way, clearing a path toward holistic health for its audience. Inner wisdom and outer expansion are concepts that drive messaging. The Guide is a mentor and wise counsel for an audience that wants to be and feel their best.
The Vibe:
Individuals Who Embody the Individualist Approach:
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
Knowledgeable Wise Expansive Encouraging Holistic Eckhart Tolle Ram Dass
THE GUIDE - HOW WE SAY IT A Better Bar for a Bigger Journey.
Fuel for the journey within, Ambi Nutrition dives deep to fill your energy reserves so you can live life from the inside out. For the dreamers and doers, for the movers and shakers, Ambi Nutrition are energy bars for the here and now.
A Nutrition Bar Built for Breakthroughs.
At Ambi Nutrition, your purpose is our passion. We provide fitness focused individuals an extra dose of nutrients to drive peak performance. Because when you’re moving mountains you’re gonna need a better bar.
Expand Your Consciousness. Not Your Waistline.
Wake up to a new way of seeing nutrition bars. Ambi Nutrition feeds your mind, fuels your body and frees your spirit with all natural, organic ingredients blended for balance.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
NEXT STEPS
Consider each Ambi Brand Voice & Tone option and choose a direction for further development. Keep in mind that there maybe concepts, ideas and copy from each of the three options that resonate and can be integrated into one unique voice and tone.
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1
THANK YOU thrivercreative.com | 615.830.0006 | lyric@thrivercreative.com
AMBI NUTRITION | BRAND VOICE & TONE PRESENTATION | AUGUST 30, 2019 | ROUND 1