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 email id database free download 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 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.