Little did we know that one word would have us locked in a 40 minute discussion about whether is stays or goes.
We have a section in our Brand Workshop that focuses on creating values and exploring words. This really brings out the opinions and creates some serious hustle and bustle in the room. Little did we know that one word would have us locked in a 40 minute discussion about whether is stays or goes.
The room was split. Round and round in circles we went before we started asking questions that removed opinion and started focusing on the personality of the brand and its customers. These questions led to one of the core values of the business and continues to push them forward and allows them to make decisions that promotes their vision.
By now you’re scratching your head thinking what words have the power to do this? How did they make a decision? How did you get the other half of the room on side? Let me explain.
The two words in question were “intelligent” and “clever”. The business was predominantly communicating with big US biotechs, leading scientists, high level decision-makers, based on this half the room voted “intelligent”. The brand we were creating was to be a thought leader, an educator, confident, friendly and approachable, based on this half the room voted “clever”.
Two real good arguments for both, the question that swung the vote was “If you created a solution what would you want your audience to say?”, “that’s clever” or “they’re intelligent”. Clever came out on top. It ticked the boxes of personable and approachable, mirrored the goal of creating a thought leading brand, but most of all it lead to a value that drives action with the business.
Words hold huge importance to your brand and its communication. The next time you are working on values or messaging put yourself in your customers shoes and look at the larger goals of your business and ask yourself the question “What would I want them to say”.
We are clever. You can call it smarts or intelligence but it’s all the same, clever - to us - portrays our personality. We are clever-thinkers on a mission to develop better ways to deliver clinical trials. The best trials.
We have a section in our Brand Workshop that focuses on creating values and exploring words. This really brings out the opinions and creates some serious hustle and bustle in the room. Little did we know that one word would have us locked in a 40 minute discussion about whether is stays or goes.
The room was split. Round and round in circles we went before we started asking questions that removed opinion and started focusing on the personality of the brand and its customers. These questions led to one of the core values of the business and continues to push them forward and allows them to make decisions that promotes their vision.
By now you’re scratching your head thinking what words have the power to do this? How did they make a decision? How did you get the other half of the room on side? Let me explain.
The two words in question were “intelligent” and “clever”. The business was predominantly communicating with big US biotechs, leading scientists, high level decision-makers, based on this half the room voted “intelligent”. The brand we were creating was to be a thought leader, an educator, confident, friendly and approachable, based on this half the room voted “clever”.
Two real good arguments for both, the question that swung the vote was “If you created a solution what would you want your audience to say?”, “that’s clever” or “they’re intelligent”. Clever came out on top. It ticked the boxes of personable and approachable, mirrored the goal of creating a thought leading brand, but most of all it lead to a value that drives action with the business.
Words hold huge importance to your brand and its communication. The next time you are working on values or messaging put yourself in your customers shoes and look at the larger goals of your business and ask yourself the question “What would I want them to say”.
We are clever. You can call it smarts or intelligence but it’s all the same, clever - to us - portrays our personality. We are clever-thinkers on a mission to develop better ways to deliver clinical trials. The best trials.
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