LISTEN TO WHAT YOUR BRAND IS SAYING.
Your brand has a distinct sound, whether you realize that or not. Sure, elements such as music and voiceover (for radio, television, podcasts, etc.) are part of your brand’s overall sound. But those are only part of the aural landscape.
Just as important are your brand’s tone, vocabulary and word choice. These elements, collectively, create your brand voice. For some brands, it’s best to be fact-based and authoritative. For some, it’s best to be calm and soothing. For others, it’s best to be aspirational and open-ended. How you talk about yourself, and more importantly, how you talk to your audience, contributes to overall brand associations…and determines whether you’ll be perceived as authentic or hollow.
Chances are, you can think of brands that have lost their voice by trying to pretend they are something they’re not. This is a common pitfall of heritage brands: they tire of being the “old reliable” brand, and try to be hip and cool. Ultimately, they fail to be hip and cool…and worse, they damage their credibility.
Make sense of your brand with our BrandSense Toolkit: Sight | Sound | Touch | Taste | Smell | Intuition
OUR FULL BRAND AND CREATIVE TOOLKIT FEATURES TOOLS AND PROCESSES THAT HELP YOU DETERMINE WHAT—AND HOW—YOUR CUSTOMERS WANT TO HEAR:
TEXT SENTIMENT ANALYSIS
We use AI-powered text sentiment analysis to review all of your communication materials, determining how often you speak in a positive tone, a negative tone, or a neutral tone.
We collect your most recent customer reviews from applicable review sites and perform a text sentiment analysis to help you listen to customer feedback.
net promoter score (nps) testing
When appropriate, we proactively gather feedback from your customers using an NPS survey to identify people who are promoters, people who are detractors, and people who are passives about your brand. Common themes among detractors can help develop messaging to sway passives and convert them to promoters.
For both internally-focused text sentiment analysis and online review analysis, we automate word clouds to reveal what words and descriptors are most often used. Do customers use the same words you use? Are there common themes in what they’re saying? Is there an opportunity to update your brand’s vocabulary?