[et_pb_section bb_built=”1″][et_pb_row][et_pb_column type=”4_4″][et_pb_text admin_label=”C\u00d3MO DIFERENCIARTE EN TIEMPOS CONVULSOS ” _builder_version=”3.1.1″]<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n
With the arrival of COVID-19 and while people lock themselves away in their homes out of fear for their own personal health and their loved ones, brands are regaining our attention. We are seeing similar initiatives and content emerge and overlap in attempts to tackle a major communication challenge. Never before has it been so easy to speak, and never before could the results have been so costly.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”\u00bfPara qu\u00e9 sirve construir una identidad verbal? ” _builder_version=”3.1.1″]<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”3.1.1″]<\/p>\n
In times such as these, we need to remember that our brand is much more than just a logo or simple advertising announcement: it is one of the company\u2019s most important strategic assets, responsible for building emotional relationships with people. Especially now, we yearn for a way to express authenticity and differentiate the brand so the organization\u2019s DNA can be conveyed, and connections built with stakeholders: verbal identity<\/strong>. A tool that employs linguistic and narrative techniques, empowering brands to tell their story and be perceived in a tangible and coherent manner.<\/p>\n Still the least well-known aspect of branding, verbal identity is the key to humanizing the brand and connecting it to its audiences. It is not \u201conly\u201d about doing and saying, but rather about knowing HOW to do it and say it. Because having a communication strategy is as vitally important for dealing with any crisis<\/strong>, as is implementing that strategy while protecting, conveying and strengthening your brand identity.<\/p>\n Has your brand built a verbal identity? If so, has it helped you more effectively respond to the challenges of COVID-19?<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”3.1.1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2020\/04\/1-5.jpg” align=”center” \/][et_pb_image _builder_version=”3.1.1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2020\/04\/1-5.jpg” align=”center” \/][et_pb_text admin_label=”Destacado” _builder_version=”3.1.1″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” background_color=”#e6eef4″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Texto: 1. TONO DE VOZ” _builder_version=”3.1.1″]<\/p>\n This is the way in which we express what we want to communicate. It encompasses the verbal, visual and attitudinal aspects of the brand that express what the company is like. It manifests through WHAT IS SAID by the brand (values and personality traits) and through HOW IT IS SAID (words, structures, expressions, idiosyncrasies). A tone of voice guide contains all the linguistic resources needed to express the company\u2019s attitude in any message, in any of the brand\u2019s communication channels and consistently over time.<\/p>\n Can you imagine if Ikea used \u201cSir\u201d and \u201cMadam\u201d to address you or if the Cirque du Soleil had no music during its performances? Can you imagine if Nike encouraged you to binge watch TV series during this confinement?<\/em><\/p>\n A fine example can be found in Lowi<\/strong> a virtual mobile operator of Vodafone in Spain, which has such a strong and recognizable verbal identity that its teams and agencies consider it to be the guiding principle when building brand communications. Lowi\u2019s tone of voice is based on cool, empathy, informal speech and fun, all cross-cutting concepts that are reflected in all its content and that highlight the \u201ccustomer-centric\u201d strategy implemented by the company. The most interesting thing is that, despite being a virtual brand, it does not only apply its tone of voice to advertising campaigns and its social media but also to all the brand\u2019s points of contact – the welcome letter sent to customers, router, call center guidelines, etc. – to create a coherent and memorable brand experience.<\/p>\n That consistency in the use of its own language is precisely what has enabled it to stand out from other competitors in a market saturated with similar products, where brands become the main distinguishing feature for companies.<\/p>\n The tone of voice of the brand has enabled Lowi to launch campaigns such as this latest one during the COVID-19 situation focused on social media: \u201cIf you stay at home, we\u2019ll stay with you\u201d. Why? Because the brand has already built a personality that is perceived by its customers and that enables it to launch initiatives aimed at achieving engagement and strengthening its position without jeopardizing its legitimacy. In the campaign, Lowi identifies the social insights emerging from the crisis, such as sharing, balconies and messages of encouragement, and adapts its tone of voice to each social media.<\/p>\n [\/et_pb_text][et_pb_image _builder_version=”3.1.1″ src=”https:\/\/ideasen.llorenteycuenca.com\/wp-content\/uploads\/sites\/6\/2020\/04\/Grafico-1-branding.jpg” align=”center” \/][et_pb_text admin_label=”Texto: 2. MANIFIESTO DE MARCA” _builder_version=”3.1.1″]<\/p>\n this is a key component because it consists of a public declaration of a company\u2019s intentions and the strategic pillars on which it is based. It is an inspiring, emotional and courageous piece of communication material because it reveals the commitment made to others by the brand (to society and\/or its customers). It is a \u201cwar cry\u201d through which the brand conveys its vision and seeks to mobilize internal and external audiences to join forces. To develop a brand manifesto, you need to consider the values, personality and attitude of your company and respond to the role it plays in society.<\/p>\n However, a brand manifesto is not enough on its own because it is merely one piece of a larger jigsaw for which it must be a perfect fit. Those brands that have a powerful manifesto are those that have successfully made themselves stand out from their competitors and unequivocally transmit a unique personality with which consumers identify. This is the case of Estrella Galicia<\/strong> a Spanish brand of beers that seeks to be a \u201cLove Brand\u201d: the mostloved brand.<\/p>\n Estrella Galicia has a well-built identity and has successfully identified and consistently held on to its distinguishing characteristics: authenticity, traditionality and Galician quality. A part of its success lies in its ability to distance itself from the inherent standardization in the market and differentiate itself from other strong beer brands. How? By looking after its product and by its vindicating and rowdy attitude. Estrella Galicia has perfectly enshrined this attitude and purpose in its brand manifesto.<\/p>\n Fragment from the Estrella Galicia Manifesto<\/strong><\/em><\/p>\n Through its manifesto, the brand addresses those consumers who share its lifestyle philosophy. Unlike other companies that speak to everyone while running the risk of not mattering to anyone, Estrella Galicia takes courageous decisions. As the saying goes, \u201cstrategy is the art of sacrifice\u201d and sacrifice is essential in a brand manifesto in order to make safe bets.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Destacado” _builder_version=”3.1.1″ custom_margin=”60px|60px|60px|60px” custom_padding=”30px|30px|30px|30px” background_color=”#e6eef4″]<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Texto: 3. MATRIZ DE MENSAJES” _builder_version=”3.1.1″]<\/p>\n It will be key to illustrate the messages that the company should send with examples, guaranteeing communication that is in line with the brand identity and that generates recognition in the market. This matrix consists of standard messages aimed at training other people at the company and agencies to generate content while guaranteeing consistent communication. The success of any messaging matrix lies in knowing how to adapt tone of voice concepts to each communication channel and stakeholder group, because your brand should be flexible and capable of adapting itself to different audiences without losing its essence.<\/p>\n As an example of a brand whose global recognition can be largely attributed to its strong verbal identity, we have chosen Dove. In every country where it operates, this brand launches consistent messages centered around its concept of beauty: real beauty.<\/p>\n Dove\u2019s voice is one of a brand that encourages women to create a world in which beauty is a symbol of confidence, not frustration or concern. One of the keys to its success is based on the ability to consistently apply its unique and recognizable tone of voice regardless of the specific circumstances in question. The content and form of the messages used by the brand are undoubtedly the brand\u2019s insignia: uniform, positive, encouraging and focused on real beauty.<\/p>\n The fact that Dove not only has a well-built identity but also actively operates its brand in line with that identity has enabled it to achieve an indisputable market position. The brand has taken decisions, such as to stop using models in its campaigns and commit to training in order to improve the self-esteem of women and girls, that only further bolster its image.<\/p>\n\u201cStill the least well-known aspect of branding, verbal identity is the key to humanizing the brand and connecting it to its audiences\u201d<\/h2>\n
1. VOICE TONE<\/h2>\n
2. BRAND MANIFESTO<\/h2>\n
“Those brands that have a powerful manifesto are those that have successfully made themselves stand out from their competitors and transmit a unique personality with which consumers identify\u201d<\/h2>\n
3. MESSAGING MATRIX<\/h2>\n