Developing Brand Language? Learn from a Rock Band
Coming up at 2pm: learn all about Claude AI and how to use the tool effectively in 1 hour. Register now
Even if you know little about music, you can hear the difference between Mia & Dion and Simon & Garfunkel. As an artist, you develop a sound that makes you recognizable and sets you apart from others. But striking the right tone doesn’t end on stage. It seeps into everything. Discover what your brand language can learn from a rock band.
(Reading time for this article: this issue of John Coffey. Don’t worry – it’s easy to read)
If all your communication expressions sound like your music, then you have your affairs in order as a band. This also applies to the brand language of an organization. Because only if everyone lives the tone of voice , does a brand language make sense. And only then will you be recognized everywhere. I will explain it using the Dutch (hard) rock band John Coffey.
The rehearsal room: the tone sessions
John Coffey once entered the rehearsal room for the first time. There they developed the tone. Sultry Justin Bieber voice or scream like Dave Grohl? Does Richard play bass with a pick or without? Does drummer Carsten use a deep, dull snare or a crackling one?
They went in search of the tone that suits them. It works the same way when developing a brand language. In tone sessions, you take the core values of your organization by the throat. Dare list of russian consumer email to push the boundaries and address each other. That makes you distinctive. That way, you squeeze out what’s in it: concrete agreements about the translation of core values into brand language.
The numbers: your tone document
All these agreements lead to crackers of songs. Catchy what is a sem campaign and how does it work in digital marketing? and compelling. With the main theme: recognisability. Everyone knows what to ao lists do. Everything is recorded on albums and in video clips. In them you hear how the band sounds. The tone document.