Getting the tone, voice and content spot on in what you write for your business or organisation is a fine balance. You may know what you want to say, but saying it right can make the difference in whether you stay true to your branding – and whether you get your branding right in the first place.
Below are three case studies in which good writing and editing has helped get the positioning right.
Case Study One – an accomplished business man newly elected to his local Council. It’s important that what he says on his new website subtly aligns him with Council practice, policy and thinking, making him seem like a natural fit within Council, with already established connections and knowledge of its workings. That’s not to say he can’t have his own opinions too. But expressing them and positioning him carefully is important, so that he doesn’t appear too much of an individualist, or outsider.
Case Study Two – A book for a state-wide not-for-profit organisation. The book features stories about members and chapters on the achievements of the organisation. Most crucial is that is does not look, feel or read like a report. It must be intensely readable, with a flow and fluidity that carries the reader through the entire work enjoyably. The stories about individuals must be entertaining, insightful and possibly moving, but they must also speak to the status and accomplishments of the organisation. The writing has a challenging job to do here - smoothly blending the personal and the organisational in an enticing and engaging way for readers inside the organisation and out. After all, this book will be both a celebration and also a promotional tool for growing the membership. Additionally, it has also come to be seen as something of a blueprint for the future executives, given the achievements of the past. That’s a hard working product, and the most expensive this organisation has ever produced – big reasons to get it right
Case Study Three. A delightful coffee table book publicising a global network. The writing must align seamlessly with the branding which is highly quirky and fun, using vintage imagery. This calls for particular language and cute phrasing. The trick is to make it seem highly polished without being overworked. The network appeals to baby boomers and Gen X individuals who are well-read, travelled and cultured. The book is sprinkled with literary, cultural and historic references which must make sense and be correctly applied. Make sure your editor has an arts degree.