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