Episode 5
The Lowdown on Perspective and Tone
In this episode of The Five Minute Brand, Robyn delves into the often overlooked and underused elements of branding magic: perspective and tone. By emphasizing the significance of these two simple yet impactful components, she illustrates how things as simple as font choices and spelling can align with an individual's perspective and tone, leading to instant brand recognition. Through practical exercises, Robyn empowers listeners to identify and define their perspective and tone, encouraging them to seek feedback from trusted sources. By the end of this episode, listeners will be equipped to infuse their brand with authenticity, making simple yet powerful choices that elevate their brand messaging.
- Importance of perspective and tone in branding: Emphasizing the significant impact of perspective and tone on brand recognition and consistency in messaging.
- Simple yet powerful brand recognition methods: Highlighting the impact of font choice and spelling on brand recognition and reflecting the alignment with perspective and tone.
- Action steps for defining perspective and tone: Encourage listeners to create a list of 3 to 5 bullet points that describe their perspective and tone and seek feedback from trusted sources to gain clarity.
- Leveraging perspective and tone in brand messaging: Encouraging listeners to inject their defined perspective and tone into all verbal and visual elements of their brand for amplified brand presence.
- Authenticity and feedback: Stressing the importance of seeking feedback from trustworthy sources to validate one's perspective and tone and leaning into it authentically instead of trying to fake it.
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Transcript
I want to take you a bit deeper into branding
Speaker:magic and lore right now,
Speaker:and we're going to talk about 2 of my favorite things. They're
Speaker:so simple. They're so simple, and yet, they
Speaker:are so often overlooked, underused,
Speaker:but these 2 simple things can have
Speaker:Absolutely outsized impact on your brand and
Speaker:your brand's recognition and consistency. And that
Speaker:is perspective and tone. So
Speaker:in the previous episodes, episode 3, we talked about personality assessments
Speaker:and injecting that personality into your brand. In episode 4,
Speaker:we talked about understanding how you're different and talking about how you're different.
Speaker:And Once you've got those things sorted out, now you're going
Speaker:to inject your perspective and your tone
Speaker:into all of the verbal and visual elements of your
Speaker:brand. But, specifically, this is impactful when it comes to brand
Speaker:messaging because All the decisions about what you
Speaker:write and how you write it are going to be infinitely
Speaker:easier if you have a solid understanding of
Speaker:your perspective and your tone.
Speaker:Your perspective is your point of view. It is
Speaker:the amalgamation of all your skills and your
Speaker:experience. It is the unique lens through
Speaker:which you view Your topic, your industry, your product,
Speaker:your service, etcetera. Your tone
Speaker:is how you want to sound. It's how you want to make people feel.
Speaker:It's the adjectives, the feelings that come through your
Speaker:particular style of communicating.
Speaker:Right? Imagine
Speaker:Here is a super quick example of
Speaker:how perspective and tone can make your brand instantly
Speaker:recognizable in very simple ways. So I want you to
Speaker:imagine that we're in a bookstore. We're like a Barnes and Noble,
Speaker:Books A Million, whatever it is. I want you to
Speaker:picture yourself in that bookstore, and I hand you 2 books.
Speaker:They both have the same title, Cooking on the Farm.
Speaker:In fact, all you can see on the cover of these books
Speaker:is the title. Everything else is obscured.
Speaker:Book number 1, the title is written in a traditional
Speaker:serifed font, And the word cooking is
Speaker:spelled k o o k I n apostrophe.
Speaker:So, cookin. Cooking on the Farm is the
Speaker:title of book 1. Book 2's title is
Speaker:written in a very sleek And modern sans
Speaker:serif font. And the word farm is
Speaker:spelled p h a r m, as in
Speaker:short for pharmacy. So that one is cooking on
Speaker:the farm. So you've got
Speaker:cooking on the farm, Book 1 in one
Speaker:hand, cooking on the farm, p h a r m,
Speaker:in the other hand. Look at those 2 book Sayles, and
Speaker:tell me which one do you think was written by a man named Josh, who's
Speaker:a craft brewer Who likes to keep things simple and uses
Speaker:traditional expressive tone?
Speaker:Now, which book do you think was written by Margaret, Who's a clinical researcher
Speaker:who likes to experiment and uses an elegant and analytical
Speaker:tone? Is the light bulb
Speaker:exploding in your head yet? See how simple
Speaker:things Five font choice and spelling can
Speaker:have a huge impact on brand recognition, but
Speaker:that only works if it's in direct alignment with
Speaker:your perspective and your tone, and that
Speaker:only works if you have a crystal clear, laser
Speaker:focused understanding of what your perspective and
Speaker:your tone are, so get out that
Speaker:paper, get out that pen or pencil, open up the notes tab
Speaker:on your phone, and start making a list. I want you to write down 3
Speaker:to 5 bullet points that describe your perspective,
Speaker:and I want you to write another 3 to 5 bullet points that describe your
Speaker:tone, and then go check it with people.
Speaker:Hey, what would you say my perspective on x topic is?
Speaker:Would you describe my tone using these words?
Speaker:If I had to ask you to describe my tone in 3 to 5
Speaker:words, what words would you use? Right? Start with your own list,
Speaker:and then go ask for feedback from People you
Speaker:trust, colleagues, your best clients. Don't ask your mom.
Speaker:Don't ask your best friends. Their perspective is skewed.
Speaker:Ask the people who will tell you the things that you probably don't want to
Speaker:hear, but need to hear about your perspective and your tone,
Speaker:because you need to lean into that, not try to fake
Speaker:your way out of it. Okay? So make your list perspective
Speaker:Brand tone, so that you can begin injecting that into
Speaker:Every piece of copy, and
Speaker:Amplify your brand in the simplest choices
Speaker:and easiest of ways.
