Developing Brand Language

Joining the conversation is easy - all you need is a keyboard and a mouse. Anyone can do it, but few can do it well. If you've ever watched an amazing public speaker or read a brilliant novel, you'll know how empowering words can be. If you've ever sat through a class of grade 8 poetry reading, or received a phone call from an overseas telemarketer, you'll know that the wrong words can have the opposite effect. Once you've joined the conversation you need to think very carefully about what you have to say and how you want to say it. Even if you've already got carefully constructed brand guidelines, corporate communication strategies and a public relations agency working on your side, it doesn't mean you necessarily have the right language to start engaging customers online.

We're not just talking about adding 'lol' and :) into your conversations either, Telstra, McDonalds, NAB and countless other large corporations have all been heavily criticized for trying to start a dialogue without getting their brand language right.

Social media conversations work differently from all other forms of marketing communication and they have to be completely transparent. You can't lie about who you are or create fake people to tell your story because you'll almost certainly get caught out - and besides, if you're serious about building real relationships with your fans, hecklers and crowd members, you don't want to compromise their trust in you by lying to them.

After 30 years in the business of creating social dialogue, we're in a better position to help you craft your brand language than any other Australian agency.