Verbal Identity Guidelines for Web Platform Spark

introduction

SPARK is a digital video platform that helps parents and adolescents communicate openly and honestly about difficult topics and emotions.

TARGET MARKET: U.S. based adolescents and teens and their parents and guardians OPPORTUNITY STATEMENT: Honest communication creates a strong partnership to face the hard, messy, or confusing parts of growing up.

introduction

BRAND PURPOSE STATEMENT: Spark helps parents and teens become comfortable having authentic and vulnerable conversations about difficult topics.

BRAND TAG LINE: Start talking, keep connecting.

verbal identity VERBAL LEXICON A verbal lexicon is a system of language. It can be thought of as a specialized, open-ended dictionary containing key words and phrases to be mined for the creation of any messaging and verbal branding. It allows brand messaging to stay true to the values and persona of the company.

acceptance: approval or favorable reception

communication: sharing information through speech or writing

authenticity: real, genuine adolescent: a person between the ages of 11 and 19

confidence: the state of being certain of yourself connection: a relationship

behavior: the ways in which a person acts and conducts themself

conversation: an informal talk between at least two people

bond: a uniting force

family: group of people who live under one roof as a united group

verbal identity VERBAL LEXICON A verbal lexicon is a system of language. It can be thought of as a specialized, open-ended dictionary containing key words and phrases to be mined for the creation of any messaging and verbal branding. It allows brand messaging to stay true to the values and persona of the company.

intimacy: suggesting a warm, personal relationship independent: Not having to rely on someone else nervous: Timid and uneasy parents: People who bring up and raise a child sex: Sexual activity including oral, anal, and vaginal activities.

share: To tell thoughts, feelings, or experiences with others spark: Both a verb and a noun; to stir to activity or that which sets off an action teen: A person between the ages of 13 and 19 vulnerable: Capable of being emotionally wounded

verbal identity Brand voice + tone Our voice reflects the persona and values of our brand and should stay consistent. It is friendly, genuine, and inclusive. Our tone of voice changes based on the audience and medium. This is true for all of us. For example, we speak in a slightly different tone when we are talking to our best friend than to a group of colleagues. Our in-house tone of voice is more casual than our B2C tone.

Be genuine but not desperate: From the pictures we choose to the conversation topics that we discuss, Spark exudes authenticity. Spark is endearing and emotionally intelligent, but not desperate. We always want to highlight the importance of honesty and authenticity but we don’t want to scare off adolescents who will immediately flee from neediness.

verbal identity Brand voice + tone Our voice reflects the persona and values of our brand and should stay consistent. It is friendly, genuine, and inclusive. Our tone of voice changes based on the audience and medium. This is true for all of us. For example, we speak in a slightly different tone when we are talking to our best friend than to a group of colleagues. Our in-house tone of voice is more casual than our B2C tone.

Be conversational: Since Spark is all about genuine conversations, the brand’s verbal identity must exude the feeling of a genuine conversation. The language should be precise but not formal. It should sound like something a warm, caring family member would say. However, it shouldn’t be cheesy and cringe-worthy.

verbal identity Brand voice + tone Our voice reflects the persona and values of our brand and should stay consistent. It is friendly, genuine, and inclusive. Our tone of voice changes based on the audience and medium. This is true for all of us. For example, we speak in a slightly different tone when we are talking to our best friend than to a group of colleagues. Our in-house tone of voice is more casual than our B2C tone.

Families come in all shapes and sizes: Spark’s platform represents all types of families with all types of situations, from same-sex parents with children to grandparents and other extended family-members raising children. Therefore we never expect — nor desire — homogeneity. We are always inclusive and welcoming. To stay true to this aspect of the brand’s identity, verbal and visual elements must work together.