Brand voice
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Brand voice is the consistent expression of a brand through written and spoken communication that helps the brand stand out. It can be sophisticated, playful, helpful, bold, formal, or casual. Developing an effective brand voice begins with understanding the brand's identity through questions like "Who am I?" and "How do I behave?". An example is provided of Mahindra's brand voice of "Challenger spirit" and "Rise", which is expressed through initiatives taking on challenges in areas like electric vehicles, motorsports, and aviation.
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Brand voice
- 1. Brand Voice Cut through the clutter Karthik Balakrishnan November 2019
- 2. The agenda What is brand voice? How do you develop one? Why is it important? An example Agenda
- 3. What is brand voice?
- 4. Brand voice is the purposeful, consistent expression of a brand through the written and spoken word that helps the brand stand out in todays cacophonous world
- 5. A brands voice can be SOPHITICATED PLAYFUL HELPFUL BOLD FORMAL CASUAL FRIENDLY INFORMATIVE AUTHORITATIVE
- 10. Why is it important?
- 11. Blah Blah Blah
- 12. How do you develop one?
- 13. A very simple model of a brand... How do I compete? How do I behave? Who am I? The who am I defines everything - strategy, culture, people, products.everything!!!
- 14. Who am I? Represents a human truth/trait One or a few words (less is more!) Easy to understand (esp. for outsiders) Is it true? Is it really me? Do I own it? Can it stretch? Possibly the most important and toughest question of them all!!!
- 15. brand and its identity... Think Different flows from the very core! A dent in the universe Cool Design Flawless quality
- 19. and its identity... Virgin Think of any great brand... Irreverence Maverick Value Fun & Entertainment
- 20. and its identity... BMW any great brand... Pursuit of Perfection Perfectionist Precision Engineering Ultimate Driving Machine
- 21. identity... Nike Just do it. ...and youll see
- 22. identity... Reliance Growth is Life. ...why they are great brands
- 23. An example
- 25. The Mahindra Brand Challenger spirit Rise.
- 29. The movement to do good
- 31. Mahindra GenZe Mahindra Moto3 Mahindra Formula-E Mahindra Scorpio Mahindra Aerospace Man vs. Environment, The Future of Mobility Man vs. Machine, The Impossible, David vs. Goliath, etc. Man vs. Machine, The Impossible, David vs. Goliath, etc. Man vs. Environment, The Future of Mobility Man vs. Environment, The new-frontier GLOBAL INTERNATIONAL INTERNATIONAL LOCAL, THEN REGIONAL NATIONAL The Genze itself Mahindra Racing Team, The Riders (but they're not Indian..) Mahindra Racing Formula E Team, The Pilots (one is Indian- Karun Chandhok) Mahindra Reva, Chetan Maini Mahindra Aerospace team (engineering mainly) The Indian Society Getting you from A to B in the most efficient manner possible Be the first Indian team to participate in the FIM MotoGP World Motorcycle Racing Championship and the FIA Formula E Championship Be the only Indian team to race in Formula E. To develop and produce an affordable compact electric car. Be the first Indian private firm to make smaller civil aircraft for the Indian general aviation market. Improve customers' living standards The toughest problems relating to urban mobility: Congestion problem Vulnerable road user problem, Eco problem, Deterioration problem, Transportation company efficiency improvement problem Create a competitive machine and win races Create a competitive machine and win races Engineering, production, business plan, legislations How to switch from being an Original Equipment Manufacturer (OEM) for utility aircraft programs, to capture growth opportunities in India's defense and civil aerospace market The GenZe was conceived in Silicon Valleyand has been engineered and assembled in the USA. With its intelligent components, integrated Lithium-Ion SmartPack, and strong, space-saving aluminium exo-skeleton, the GenZe is just as smart to own as it is fun to ride. The team's historic 2012 victory in the CIV Constructor's Cup made Mahindra the first Indian team to win an international motorsport championship To be continued Launch of the e20. xxx OUR WHEELS ON AMERICAN ROADS Born in India, nurtured in the Valley. GenZe, World Class from India THE SKY IS NOT YOUR LIMIT. Look Up. The futures there. CHALLENGE CONVENTIONAL THINKING They said it was impossible. That's why we made it happen. OWNING 60 MINUTES ON THE WORLD CIRCUIT We are the only Indian team to race Formula E. The race is on. SECOND PLACE IS NOT AN OPTION ANYMORE. Mahindra Racing became the first Indian team to win a international motorsport championship.
- 32. Dare the bends. Rise.
- 33. Make tomorrow happen. Rise.
- 34. Give wings to your Dreams. Rise.
- 35. Clear Concise Creative Consistent Coordinated Commitment
- 37. Disclaimer: All logos, graphics and cartoons used in this presentation are trademarks of their respective owners. They have been used in this presentation for representation purposes only.