The tone of voice and all
These archetypes are organized into four groups that correspond to four macro-needs of man: change , belonging , order and independence . You write your brand's identity card The first step to take is therefore to define the archetype of your Brand which will then be the character model of reference for developing all its communication. Once you have identified the archetype that your Brand will refer to, everything will become more linear: the tone of voice and all the elements of the Brand Identity will be calibrated on this archetype to allow you to speak the same language as your audience, read their dreams and most ambitious desires and always refer to the values underlying the Brand.
What is Brand Identity Made Up Of? The Iceberg Model The analogycaseno email list we like to use most when we talk about Brand Identity is, as I was telling you before, that of a building. But the image that in my opinion best represents the concept and shape of Brand Identity is the iceberg . In fact, there are several elements at the base of the Brand Identity that are not immediately visible and tangible, but that are perceptible only through all the communication elements and that contribute decisively to supporting the entire scaffolding of your Brand. In order of level, starting from the bottom, we have values , mission and vision below the water surface.
These are elements that are not explicitly visible, but which contribute to shaping the identity of your brand. The explicit and visible elements, which represent real touchpoints with which the public can interact, as well as come into direct contact, are: name payoff tone of voice visual identity You write your brand's identity card As I told you in this article, the topic of Brand Identity is capturing, in recent times, more and more attention precisely because of the more human orientation that communication and marketing are taking. In practice, using a metaphor, it is as if each company needs to find the most suitable score to speak a language that touches the right chords of its audience .
頁:
[1]