How to Match Your Brand Voice to Your Change-Making Product
Raise the stakes, and your position, by standing your ground
A Brave New Brand Voice, or Not
I recently had the opportunity to do some design work for an exciting new consumer goods start-up that had developed a truly revolutionary new material technology.
Their sustainable material was so innovative, they were running into legal issues with how they could describe their product to consumers. They could legitimately get into legal trouble if they didn’t use the right wording in their marketing and product descriptions.
This seemed like it could create a huge hurdle, and they started going back and forth with their legal and marketing teams who were making various recommendations around diluting their messaging to accommodate those pre-existing consumer goods guidelines.
It just took a little zooming out to see that their predicament was a gift.
Their brand was making a change so big that they didn’t fit into an existing categorization of consumer goods! Their brand already had onlyness built into it by nature of their proprietary material, and now the law was against them.
