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A brand, by any other name…

Guess the brands - answer at the bottom of the article.

Companies invest millions of dollars building and protecting brand names. A brand, by any other name, would lose all the credibility and loyalty it worked so hard for. Who knew Shakespeare could stay so relevant?

To put this into perspective, Fortune’s Top 500 global companies spend, on average, $1.9 trillion on brand marketing each year. Why do they care so much? Well, creating a dynamic and memorable brand can contribute significantly to the bottom line. Take a company like Wholesale Landscape Supply. Not much to remember there, right? They changed their brand name to Big Earth, and the next year they increased sales by 200%.

No different than partners struggling to find the perfect name for their newborn, companies spend a lot of time and money finding their perfect brand. Company owners build a potential list of names and, if they have the resources, they include customer research testing to find out how each name lands. Yet often research and science factor very little in the brand decision-making process, with companies spending most of their energy and resources on their product or service instead. In some cases the brand name becomes an afterthought. “If that’s true, those businesses are run by idiots,” says Mike Mann, author of the book and blog MakeMillions.com. He goes on to say that the brand name is foundational for everything else. Therefore, taking shortcuts and relying on your emotional instincts could sabotage your brand’s long-term success.

To facilitate success, spend the time upfront to choose your perfect name. Come up with some naming strategies and use data-driven research to help you get to the one unique and memorable brand name. But before you can even do that, you must have a clear brand strategy that identifies your brand position, promise, and reason for being. Your final brand name should encompass and embody your brand strategy.

Here are five possible approaches to finding your perfect brand name.

 

1. Use people names as the brand

Consulting firms like lawyers, accountants, trainers, and agencies tend to use founder, owner and inventor names as their brand, since their consumers are buying expertise directly from their people. It’s logical that their brand names are the actual people behind the brand.

Additionally, many companies have successfully built empire on a family name—think Disney, Johnson & Johnson, Johnnie Walker, Maytag, McDonald’s, Hugo Boss, Porsche, Procter & Gamble, Wal-Mart and Toyota, to name a few. If you want to see a complete list, check out Wikipedia’s Companies Named After People. They have almost 1,000 family brand names.

2. Use descriptive words to explain what the brand is

This is where the left-brain entrepreneurs live. The descriptive brand name clearly communicates, in a straightforward manner, what service or product they are selling. Whether its tires, donuts, airlines, hotels, banks, restaurants, or pizzas, there are no surprises of what to expect from these brands.

The problem lies when they want to expand beyond their core product. Dunkin’ Donuts, for example, opened a store this year with only the brand name “Dunkin’” so they could expand beyond the donut and compete directly against Starbucks. Tim Hortons had the same problem when they first started as Tim Donut Limited. Today, they are known as Tim Hortons and offer much more than just the sugar-glazed donut. Midas Mufflers started as a specialty shop servicing vehicle mufflers but, as time evolved, they added brakes, shocks, tires and more. Simple solution—they dropped “Mufflers” from their name.

As long as a company sticks to their description they are golden, but once they want to branch out their name becomes a detriment. If you’re thinking of getting that granular with your own brand name, make sure to consider the future and stick to a name that is broad enough to encompass future plans.

3. Develop an image or experience that the brand projects

We shift now to the right-brain thinking. This is where we can use analogical reasoning with metaphors and tap into mythology and foreign words. These types become visionary brands with multidimensional imagery that can evolve and create a strong brand story. In some cases, the brand is much bigger than the product or service and actually becomes the underlying theme or promise. Nike, Patagonia, Verizon, Amazon, Expedia and Virgin are all great examples of creating a brand story that is bigger than any one product.

The $100 billion Nike brand actually started as Blue Ribbon Sports in 1964, but they had to come up with a new brand name once they started producing their own runners (see what happens when you get too descriptive?). They came up with two options, Falcon or Dimension Six, but no one liked either one! Jeff Johnson, Blue Ribbon’s first employee, came up with the name Nike— and it was just a name that came to him in a dream. Nike is the Greek Goddess of Victory. In 1971, graphic design student Carolyn Davidson designed the Nike logo swoosh for $35. The swoosh was designed to represent the wings of the goddess Nike. There was no research or focus group testing—they just did it!

4. Develop a new word as a brand name

Still in right-brain territory, this is the last chance if you have been unsuccessful in finding the perfect word to describe your brand. Start mashing up existing words by deleting or changing letters, creating new words, compounding words, or abbreviating words. The world’s most famous mashup brand name is IKEA. The first two letters in IKEA’s name are the initials of its Swedish founder Ingvar Kanprad. The last two are the first letters of the name of the property and village where he grew up: Elmtaryd Agunnaryd. Remember, you need at least one vowel to make it roll off the tongue. Some other successful mashup brands include Instagram, Tumblr, Fcuk, Pinterest, Facebook, FedEx, Acura, and Flickr.

5. Take a known word and reposition it as a brand name

I would have loved to be in the room when the agency pitched the brand name “Gap.” I can see the account manager reading the Oxford Dictionary definition: “Gap – a break or hole in an object or between two objects.” In the end, though, it was brilliant. Take an obscure word and load it with a new meaning. If you can tie the word to the brand story or promise, you’ll create a stronger connection to the brand name. Fruit seems to be a popular repurpose muse—we all know Apple, Blackberry, Tangerine, Orange, and Peach. I believe Lemon and Gooseberry are still available!

You’re Halfway There

Once you have the perfect brand name you need to protect it. The trademark process is a complete article in itself, and one I will never write. Securing viable trademarks is becoming increasingly difficult, but definitely not impossible. As a general guideline, descriptive words are generally too common to protect. For example, Hotel.com can’t be protected so, if you own the web domain name, that is as good as you will get.

Which leads me into the digital properties. If you can’t secure the domain name or social handles for your brand name, don’t sweat it. Joel Gascoigne, co-founder of Buffer says “the name itself matters much more than having the same domain name. Pick a great name, go with a tweaked domain name.” You might want to also buy misspelled variations of your name before others do. Google owns gooogle.com, gogle.com, gogole.com, goolge.com and googel.com. Trust me I have typed all of these variations, at some point.

Also remember that people must be able to easily pronounce your brand name and have it recognized by audio assistants like Siri, Google, and Alexa. If your brand will go beyond the world of English, make sure you understand any linguistic challenges with translations, idioms, slang, cultural associations, and connotations.

You will notice there was no mention of acronyms or initialism as a brand names. You have to start with the long, boring, and descriptive brand name first, make it known, and then shorten it down to its initials. KFC, RBC, IBM, AFLAC and BMW all started with their full names to gain recognition before they could shorten them. Check out my previous article WABBA – Will All Brands Become Acronyms.

acronyms brand names

 

A Brand Name is Only the Beginning

The brand is more than just a name. It’s a good start but it’s only part of your brand identity.

Beyond the name, a brand must define its voice, messaging, and content strategy—and make sure those representing the brand embody all of those things. The brand personality will influence all decisions like advertising campaigns, job postings, packaging and store design, sponsorships, customer service, and digital experiences.

 

brand name evolution

 

If at First You Don’t Succeed…

Many famous brands didn’t get their brand name right the first time, and many continue to tweak their names to broaden their markets beyond borders and product lines today. If you start with a name that doesn’t fit, don’t be afraid to go back to the drawing board.

Lexicon Branding, one of the leading brand name agencies in the world, says a great name can make a big financial difference. And they should know—they have created $15 billion in brand names, including Blackberry, Danani, Febreze, OnStar and Pentium. The most iconic brands today aren’t mind-blowing works of art, either. They are simple words that have evolved into powerful brands: Nike, Google, Facebook, Walmart, Apple and Amazon. A simple name with a powerful strategy can (and will) make all the difference.

 

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Brands in Pink

It’s not just a colour. It’s a state of mind.

The colour pink is a unique and somewhat controversial colour that is loaded with meaning and emotions. Dr. Veronika Koller, a professor and researcher at Lancaster University who studied how people interpret the colour pink, says that pink contains more meanings than any other colour. This is a respectful summation of this revolutionary colour. If history has anything to tell us, the colour pink has a lot of opportunity left in it in the world of branding.

 

The Colour Pink

Christina Olsen, director of the University of Michigan, Museum of Art, says the colour pink isn’t part of the electromagnetic spectrum so we aren’t seeing actual wavelengths of pink light but “an extra –spectral color, which means other colors must be mixed to generate it.” The primary two colours to make pink is red and white but it is yellow and blue tones that form a wide spectrum of pink colours. Wikipedia has identified over 46 notable shades of the colour pink (where as blue has over 73). In the ranking of popular colours pink is listed as number four behind blue, black and grey.

Alice Bucknell in her article A Brief History of the Color Pink explains pink has been a spectacular contradiction for masculinity and femininity. In Japan, the colour pick is associated with masculinity honouring slain Samurais whereas western cultures popularized pink in the eighteen-century fashion scene within the pastel-loving bourgeoisie. The art world brought pink to the forefront starting with the French Impressionists and Neo-Impressionist movements (such as Claude Monet’s lilies and Edgar Degas’s dancers). In the 1960’s pop art took pink to the next level with artists like Andy Warhol (with his famous Marilyn Monroe). From there we saw pink move towards a vibrant neon-soaked 90s, to finally to a subdued Millennial pink that speaks to a more emotionally connected and tolerant society.

 

Tickled Pink

Pink is known as the happy colour. Think about cotton candy and bubble-gum— pure delights.

The psychology of the colour pink is firmly rooted in the perception that pink is a feminine colour that connotes nurture, care, calmness, romance and hope. Marketing has definitely played a role in portraying pink as a “girly” colour.

Intensify the colour to a hot vibrant pink and the psychological properties shift the tonality to youthful, energetic, sexy and fun. The range of moods and feeling pink can portray are vast and can quickly define gender and/or personality.

T-Mobile uses hot pink (magenta) to help differentiate their brand from the big competitors (AT&T and Verizon) and set an irreverent brand tone. In 2012, John Legere joined T-Mobile as CEO, who created a new brand around the colour of pink transforming the company to be more energetic, youthful and cooler. He must have done more than introduce hot pink to successful motivate his employees to proudly wear their shocking magenta uniforms every-day.  This brand transformation has been a large part of T-Mobile’s successful turnaround from a $29 billion in sales and negative $6 billion revenue loss to, today, a $51 billion in sales and positive revenue over $4 billion. In 2014 T-Mobile was successful in shutting out AT&T subsidiary from trying to use a similar magenta colour by trademarking theirs— feisty true colours.

 

Pretty in Pink

Associating baby boys with blue and baby girls with pink is a relatively new trend says Jo B. Paoletti, author of Pink and Blue: Telling the Girls From the Boys in America. She said the gender-code between pink and blue was firmly drawn in western societies in the early 1980s thanks to branding and marketers such as Care Bear, Barbie, Hello Kitty, and many Disney princesses. Pink became the leading colour to define pretty little girl’s materialistic world of glitter and fairy tales.

In 2011, Forbes reported that Disney Princess franchise made $1.6 billion (US) in North American retail sales and $3 billion globally. Making it the best-seller beating Star Wars, Sesame Street and superheroes. Pink power prevails.

The colour pink doesn’t stop with infants and young girls. Victoria Secret has successfully used the colour pink for over 40 years to build a lingerie empire of over $8 billion US (2015) in world-wide sales. In 2002, Victoria Secret introduced the PINK brand to attract high school and college-age girls to purchase causal loungewear a step down from the sexy lingerie.

 

Despite this pink persuasion, I have found no conclusive scientific evidence that gender-coded pink influences women more than men nor does it have any effect on human behavior. JR Thorpe stated in her article, Why Are We So Obsessed With Millennial Pink? There’s A Scientific Explanation For Everything, that there is sufficient “evidence that we do seem to view pinks in a positive light in some situations, likely as a result of cultural programming.”

Post World War II every home had some sort of pink household products based on targeting women who were entering into the work-force and started drawing a paycheque (thanks to the war). Remember grandma’s pink bathroom complete with pink doilies? As Jennifer Wright says in her article How Pink Became a Color for Girls, if a lady “tells you that her favorite color is “pink!” she might be telling you that she wants to be dainty and demure and stay at home. Or she might just be a badass who’s trying not to scare you too much.”  Does this mean that intrinsically women are influenced by pink to some degree, due to generational exposure or a desire to be part of something bigger?

 

The Politics of Pink

While the colour of pink has been associated with passive, innocent and girly. As an advocacy colour pink has been fierce and powerful, loaded with pride and strength.

The pink triangle was associated with the gay liberation movement but its original creation was far more evil as it was used by the Nazi’s to identity homosexual prisoners in concentration camps.

In 1991, the Susan G. Komen Foundation gave pink ribbons to runners in its New York breast cancer survivor race. The following year, the pink ribbon became the official—now ubiquitous—symbol of Breast Cancer Awareness Month.

In both cases, the pink colour is used to communicate active defiance and empowerment. Many feminist groups have adopted the colour pink as a sign of strength and pride in the mission towards equality and opportunity.

The pink ribbon Breast Cancer Awareness Month is an excellent example of using the gender-coded colour pink to their advantage to promote awareness and increase early detection of breast cancer. Some people would argue that the pinkification of breast cancer has turned a horrible disease into a brand that has been commodified by other brands for their own profits. That being said, the BreastCancer.org estimate that “about 40,610 women in the U.S. are expected to die in 2017 from breast cancer, though death rates have been decreasing since 1989. Women under 50 have experienced larger decreases. These decreases are thought to be the result of treatment advances, earlier detection through screening, and increased awareness.” I wasn’t able to find any awareness statistics on the pink ribbon campaign but I would guess it would be highest among the many ribbon campaigns that exist today.

 

For Pink Sake

Then there are those brands that don’t care about the gender-coding or personality traits of the colour pink. They just want a colour that will clearly differentiate them from the competitive pack.

Owens-Corning is one of those companies who introduced their Pink Fiberglas insulation into the market over 50 years ago. In 1980 they introduced the Pink Panther as their mascot in all of their marketing to accentuate their pinkness and likable pink personality. Since introducing the Pink Panther customers prefer pink insulation by a ratio of seven to one over the closet competition, as revealed in a Owens-Corning study done in the late 1990s. They were also one of the first company to successful trademark their colour against competition. Mr. Smith, Head of Marketing says, “We are fortunate. We have a trademark color that is up there with Coke red.” In his dreams!

In 1893, the Financial Times went from a generic white paper newspaper to a shade of salmon-pink which immediately distinguish it from all the competition. Why pink? It was cheaper to dye it pink than dying it white. Today, the opposite is true but as readers’ transition to the online version the colour is more about tradition than attracting attention on a dying newsstand.

 

Millennial Pink

Millennial Pink, also known as the Tumblr Pink or Scandinavian Pink (check out Pinterest), is the politically correct colour that has appeared in shades of beige with a touch of blush to a pleasing peach-salmon. This gender-neutral, androgynous colour is growing in popularity since it first appeared in 2012. You can find it in restaurants interiors, furniture, household products, clothing for both men and women, hair tints, drinks, rose-gold iPhones, and Drake’s album cover Hotline Bling, to name a few.

“Millennials are increasingly redefining what it means to be a grown-up in a seriously troubled world,” explains JR Thorpe. “Sometimes, we all want to be soothed — and what better way to do that than looking at Instagrams of a mid-century modern pink velvet settee.” May I suggest that they use the pinky velvet Pepto-Bismol, a better solution to sooth their tummies.

I predict there will be a few digital gender-neutral brands that will be utilizing this colour soon. Two brands that have embraced this restrained colour so far are Acne Studios clothing retailer and Thinx, a period-proof underwear company.

 

Pinked Out

No question, pink is a strong colour to build a brand, but you must understand the connection you are trying to build with the colour. You can’t ignore the historical gender connection that pink has in defining or promoting femininity (both good and bad). Maybe Millennial Pink will make pink less about gender and more about how it makes you feel.  But until then, as hip-hop rapper Talib Kweli said “women are complex creatures.” I think the colour pink is just as complex.

However, many brands have successfully broken away from the competitive crowd using the colour pink and more new brands will do the same.

 

Check out “Does the Colour of a Brand Really Matter

 

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Brand Overkill – Why Less is More

Everything is a brand today. Brand experts even tell us that we must build our own personal brand. Everywhere we look we are being attacked by brands. We are lucky to get through a day without being bombarded with over 5,000 brand messages (Yankelovich study) of which only about 12 get any brain attention. There is over 4 million new brand names every year added to the brand shopping list. There is a serious problem of brand overload. Is it really important to have over 50 different shampoo brands and hundreds of specialized types to give you the perfect bouncy, curly, wavy, shiny or smooth tresses?

 

 

The biggest problem facing companies today is the world is running out of pronounceable brand names. We are making it almost impossible for consumer to keep up. The World Intellectual Property Organization report that in absolute terms, trademark demand quadrupled from just under 1 million applications per year in 1985 to 4.2 million trademark applications by 2011. In developing countries such as China, India and Brazil the rise in trademark applications is exploding. In the last four years there has been approximately 16.8 million new trademark applications.

 

Are we reaching a point of saturation where the proliferation of brands are doing more harm than good? Our memory banks just can’t keep up.

 

Barry Schwartz, PhD, a Swarthmore College psychologist and author of The Paradox of Choice: Why More is Less explains “there’s a point where all of this choice starts to be not only unproductive, but counterproductive – a source of pain, regret, worry about missed opportunities and unrealistically high expectations.”

 

 

Have we reached a state where a brand is no longer able to differentiate itself from other brands? How many deep brand relationships do we really want or can handle in our busy lives? A Gallup research study (2004) suggests that on average, Americans say they have about nine ‘close friends’ and the older you get the number maxed out to 13 close friends. Can we expect any more from a consumer concerning a meaningful relationships with brands?

 

The Beginning of Brands

 

We can blame Japan for starting some of the world’s first and oldest brands such as Kongo Gumi which was established in the year 578 and Hoshi Ryokan founded in 718 according to William O’Hara book Centuries of Success. Kongo Gumi is a construction company that built Buddhist temples, Shinto shrines and castles. But after surviving 14 centuries (1,428 years!) as a family business it closed its doors in 2006. There wasn’t a huge demand for  building temples anymore which occupied 80% of their business focus. Hoshi Ryokan is a Japanese inn located in Komatsu for over 1300 years. You can book a room today on booking.com. In a study conducted by the Bank of Korea they discovered over 3,146 companies that are over 200 years old in Japan, 837 in Germany, 222 in the Netherlands, and 196 in France.

 

Brands Come & Go

 

But brand age doesn’t guarantee brand success. Jim Collins, a co-author of Built to Last—Successful Habits of Visionary Companies, says brands must follow a set of unchanging and sustainable principles of who they are, yet constantly change in what they do and how they do it. Today, we have many examples of brands who knew who they were but didn’t have the courage to change what they did such as old favourites as Kodak, Blackberry, Blockbuster, Nokia and Hummer. Check out the article Lessons from the Brand Graveyard.

 

If you go back to the Fortune 500 in 1955, 88% of those brands no longer exist on the 2014 Fortune 500 list. Brands continually get destroyed by mergers, acquisitions, bankruptcies or break-ups. There is a healthy churn in brands coming and going. Steven Denning reported in Forbes that fifty years ago, the life expectancy of a firm in the Fortune 500 was around 75 years. Today, it’s less than 15 years and declining all the time.

 

That being said, there are about 250,000 new brands launched globally each year which keeps the world’s advertising agencies very busy. Lynn Dornblaser, an analyst at market research firm Mintel who tracks new products, says the typical failure rate of new product launches can be anywhere for 85% to 95%. That’s a lot of new business cards and advertising wasted. Schneider Associates and research partners SymphonyIRI Group and Sentient Decision Science did a consumer survey (2010) that found 45% of participants couldn’t name a single new product brand.

 

The Virgin of Everything

 

But all of these setbacks in launching a new brand hasn’t stop brand extension and introducing new products.

 

Many brands have tried to extend their brands from the classic offering to capture new markets and target groups – some successfully and others with less clarity. I call it the “Virgin of Everything.” Sir Richard Branson has taken the irreverent and fun Virgin brand and has stretched it across 350 different products from life insurance to lingerie. David Taylor blogger on Brand Gym said in his article Virgin: the worst or best of brand extension? that this was a “brand ego trip, where the brand gets too big for its boots.”

 

Then there are sub brands of brands with unique attributes, quality and value levels. For example, Coca-Cola with its line of Classic Coke, Diet Coke, Caffeine Free Coke, Caffeine Free Diet Coke, etc. Nothing is simple today. Too many choices.

 

Brand Apathy

 

Everything in life is moving faster and faster. Nothing is predictable and digital technologies are changing everything except our brains. Humans still have only so much memory power and capacity to retain and process information. Bob Nease, behavioural scientist and author of the book, The Power of Fifty Bits explains that the brain can process 10 billion bits of information each second but when it comes to the “decision-making part of the brain [it] only processes a maximum of 50 bits per second.” This is a major bottleneck in the decision making process that won’t change anytime soon. Just think, we have a bandwidth issue in our brains. The proliferation of brands and branding messages means fewer chances that new brands will find a permanent place in a consumer’s mind. Steve Jobs said on his return to Apple in 1997 that “For me, marketing is about values. This is a very noisy world, and we’re not going to get a chance to get people to remember much about us. So, we have to be very clear what we want them to know about us.” Almost twenty years later Jobs’ comment is even more relevant today. A simple route to the consumer’s head and heart doesn’t exist anymore.

consumer path 2

 

We can get a new product brand to market faster and more efficient than ever before. We have more channels to get our message out than ever before. But the resulting complexities has created brand apathy. As we continue along this path of madness, brands have less of a chance to be successful. Aldo Cundari, CEO of Cundari agency, explains in his book Customer-Centric Marketing, “The new customer behavior has serious implications for all brands. If organizations don’t commit to meeting their customers’ expectations today, customers will go elsewhere tomorrow.”

What Cundari says isn’t revolutionary thinking but the warning signs are everywhere–consumers are reaching a point of brand overkill. It’s like a stadium full of brands all screaming to persuade potential customers to reach for their brand. The noise is deafening.

Havas Media Group’s annual global Meaningful Brands survey (2015) has been consistent in the last five years in saying “most people would not care if 74% of brands disappeared.”

 

Survival Tips

 

Put our branding feet into the consumer’s shoes for a day. They truly need our support.

Help them manage the daily complexities, simplify the burden of choices and reduce the cognitive load. Be where they want your brand to be and be relevant. Solve their problems even before they become problems. Take away the need for them to have to make another decision or remember another brand name.

Automate to eliminate repeating issues or tasks. Make them feel good even when your brand isn’t about feeling good. Help them navigate a simpler life. Stop yelling and start listening more.

Your brand will be rewarded for its simple solutions and not for more choices. Remember less is more and always be empathetic and relevant.

Just be human.

 

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Brand’s Voice… it’s not what is said, it’s how it’s said that matters

Everyone in brand marketing understands the importance of clearly defining and living your brand tone-of-voice but I am not sure many brands stay true to their personality. In some cases, let the creative teams win and run a muck. As blogger Harriet Cummings says “A tone of voice is not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace.” Some brands tone-of-voice are just down-right boring or nonexistent, and others change their voice daily depending on who is controlling it or where it’s being used. It’s so easy to fall for fun and humorous creative, but by not matching your brand’s tone and voice, you could be diluting your brand’s hard-earned equity.

 

Rob Marsh, copywriter and author of the blog Brandstory says “very little attention is paid to brand voice—the words, phrases, and characteristics that set a brand apart take a back seat to the more “important” visual aspects of the brand.” The reason why is because defining and living a brand tone-of-voice is damn hard. It is especially hard when many people are involved in producing various communications, each having a different point-of-views of what the brand voice should be. If done right, the brand tone-of-voice can be distinctive, recognisable and unique. In life, sometime it’s more important on how you say something than what you say. As American author Maya Angelou once said, “People don’t always remember what you say or even what you do, but they always remember how you made them feel.”

 

A brand’s voice, when consistent, can tell consumers a great deal about the brand, especially its attitude and overall personality. To be successful whatever the brands tone-of-voice is, it must be consistently delivered everywhere. Comedian Jerry Seinfeld says that most people aren’t aware of the many different tones they project. But with a brand you can build a brand image from a consistent tone that accentuates its brand values and personality. Nigel Edginton-Vigus, Creative director at Blue Hive advertising agency says many large brands are schizophrenia with their tone-of-voice. You can go from a friendly and chatty physical brand experience a cold and cluttered online experience. “It’s like finishing this amazing love-making session and you lie back content with bliss and your partner turns to you and says ‘affirmative you now have been logged out. Thank you.’”

 

To illustrate the importance of a brand’s voice, I have selected three brands in the men’s shaving industry who demonstrate three different voices.

 

The Designer Shave Brand’s Voice

 

The first one is Harry’s, an online low-cost provider of high quality men’s shaving products. Harry’s was founded by Andy Katz-Mayfield and Jeffrey Raider, two bright millennials who shared a passion “for simple design, appreciation of well-made things, and a belief that companies should try to make the world a better place.” Not surprising, Jeff went on to become co-founder of the trendy online eye-wear retailer Warby Parker. Harry’s website states “Harry’s was built out of respect for quality craftsmanship. Simple design, modern convenience and most importantly for guys who think they shouldn’t have to overpay for a great shave.”

 

Viewing Harry’s website or their lifestyle blog-a-zine Five O’clock gives you an immediate feel of a New Yorker Magazine layout. Their tone is calm with subtle, dry, sophisticated humour, yet very easy going and approachable. It’s confident and smart without the hassle or aggression. You feel clean and positive about the experience.

 

 

The High Performance Shave Brand’s Voice

 

The next example is the mammoth Gillette brand worth $20.4 billion and part of Procter & Gamble that controls 70% of the global blades and razor market. When you think of Gillette, you think of technologically advanced superiority shaving – so how complex can “the Best a Man Can Get.” Their tone-of-voice reeks of masculinity, confidence, precision and calculated. Every time I shave with my Fusion Proglide razor with the new Flexball technology, I think I am driving an Audi RS 7 Quattro with a V-8 engine, adaptive suspension, and all-wheel drive system. Foot to the floor, the best I can get. Plus the maintenance cost to boot.

 

 

Off and on, the Gillette brand shifted into a new gear with a tone-of-voice that didn’t fit the brand. Maybe they are trying to be more human, like their competitors. The problem is, it doesn’t feel like the Gillette brand I grew up with. When did the Gillette brand start becoming funny?

 

The Cheap and Cheery Shave Brand’s Voice

 

I am sure everyone has seen the youtube video of Michael Dubin co-founder of Dollar Shave Club ranting about how F**KING GREAT their one dollar blades are. The Dollar Shave Club, a subscription based razor company’s tone-of-voice is funny, cheeky and makes fun of Gillette. They quickly tap into every man’s feeling of getting ripped-off with the high cost of razor blades. Their underdog brand has no flashy models or famous sports stars. They’re just down-to-earth, humble, witty and supported by an unbelievable price. Today, buying a pack of razors isn’t cheap. A pack of eight blades can set you back $35 to $40 dollars. The Dollar Shave Club taps into consumer frustration. “Dollar Shave Club wants to speak to you in an everyday voice,” Dubin said in an Adweek article by Tim Nudd. “Using a celebrity is not who we are. Tonally, it’s important to remind people, here’s a guy who’s just like you, finding a solution to a real problem.”

 

 

The Final Brand Voice

 

Who would have thought a simple product like a razor blade could be as complex as it concerns their tone-of-voice? But like a human, a brand’s attitude and personality is complex. Many brands leave the tone-of-voice to be driven and cultivated by the creative folks and designers, but in actual fact, it’s everyone’s responsibility working for a brand to emulate the brand’s attitude, personality and with its customers. It even becomes more important when more employees are communicating with customers through social channels. Every brand needs a voice and tone guide to ensure employees are consistently projecting it. The guide forces the brand to clearly define what is its tone-of-voice and gives the brand a benchmark to judge future content. Maybe this would have helped Gillette from making the “first real suit” commercial. I don’t think so.

 

If you can’t describe your brand’s voice and don’t see it in any of your communications, it might be time to start building your brand’s voice and tone guide. Click here to view some examples and tips to help inspire you.

 

Remember it’s not only what you say, it’s how you say it that matters.