2013 North American Properties MULT-IFAMILY LEASE UP 13
BRAND VOICE
Defining the conversation target( s) and brand“ voice” of each apartment community.
1. Character / Persona: Whom does our brand sound like? Since we have multiple audiences, we may need to have a more flexible brand voice, or determine that we need multiple social media channels to reach different audiences.
2. Tone: Tone is the underlying vibe that emanates our brand’ s communications. This is where we establish our credibility; place our brand in the past, present or future; and subtly alert fans and followers whether our brand is going to be wide-open or a bit more buttoned up. For example, Clinical or scientific could be good for tone when dealing with our B2B channels.
3. Language: Although our brand may be the expert in its field, coming off sounding like we’ re smarter than our customers could turn people off pretty quickly. Establishing appropriate brand language will give us a foundation for