Finding your voice
Making brand values work
Organisations' brand values often appear random and farcical when presented, as they usually are, as single words. Typical examples are: integrity, helpful, excellence, open, customer dedication, teamwork, heart.
To make brand values more functional, try identifying those which can be reflected in an act of communication. For instance, effective relationship writing will demonstrate - as a matter of course - most of the following basic communication values:
warm, friendly, open, approachable, ready to listen, trustworthy, reliable, honest, genuinely interested in you, sincere, respectful, considerate, polite
You can build on communication values by isolating other 'characteristics' that are more interesting or individual. These can be described as personality values and demonstrated in the tone of voice. For example:
fun, jovial, sense of humour, curious, imaginative, passionate, energetic, conservative, informal, laid back, compassionate
A corporate personality therefore has the same characteristics as a human personality.
If the style of writing you use violates any of the communication or personality values you wish to uphold, it will damage not just the potential relationship but your organisation's reputation.
Corporate speak can give a very negative impression. Putting it politely, it can make an organisation appear cold, unfriendly, remote, boring, lazy, inconsiderate, insincere, and so on.
The remaining brand values normally attempt to describe a product or service. For example:
convenient, affordable, safe, technology, quality, international, partnership, pioneering, excellence
Unlike communication values and personality values, product/service values can only be stated in writing rather than demonstrated in a style of writing.
In selecting its values, an organisation should consider which of the three categories they fall into more readily and the ratio between them.
'Customer dedication', for instance, is often put forward as a product/service value. But when qualified as 'we are dedicated to helping our customers', it is a personality value that can be demonstrated - rather than simply stated - in writing.
Ask any group of employees what their organisation's values are and normally there is a sea of puzzled faces, laughter and 'I dunno' - until someone finds the documentation. When the values are read out, they are often ridiculed because they appear so meaningless.
For an organisation to truly live, breathe and 'own' their communication and personality values, it's worth trying to involve employees in choosing them rather than simply having them imposed by a committee.
From this involvement, a natural form of 'verbal branding' will emerge as an integral part of an organisation's culture. This provides a foundation for setting detailed writing standards.
Next: Conversations in writing
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Published : 01/10/2005
