Hello, friends –

 

Well, the leaves are turning, the air is getting crisp, and Q4 is here. Bring on autumn—there's no better season (in our humble opinion). 

 

This issue of The Pour has a little bit of everything: reflections on the nuanced and vital exercise of crafting a brand's tone of voice, thoughts on Graza's latest leap into a new category, and the next chapter of our work with Aaji's – their inaugural marketing campaign! And of course a spotlight on a brand leader with all-star start-up experience. Hoping this note finds you well, in spite of these turbulent times, both meteorologically and politically speaking.

 

Finally, I'd be remiss not to highlight that we've got some capacity through the end of the year and at the start of 2025! If you or anyone you know is looking to reimagine their brand – from strategy through design, marketing, and activation – please do put us in touch. We love an informal chat (or a formal one!).

 

Cheers,

Laura

 

Developing a brand's verbal identity is as vital an exercise as any of the other steps in the brand-building journey. A slick and sophisticated look & feel falls flat when paired with a hackneyed headline, and nothing gives away the fact that your tech firm isn't really all that ‘human’ when the fine print reads like a jury summons.

 

In marketing circles, brands like Liquid Death, Oatly, and Lemonade inspire fawning LinkedIn posts about their uniquely irreverent verbal identities (though the glare of the spotlight can also bring criticism). The brilliance of these brands' voices is that they manage to embody the vital relevant differentiation of their brand strategies by walking the walk, even while talking the talk. They use writing as an extension of the brand and product experience, rather than treating it like lipstick for the proverbial pig.

 

The best verbal identities are developed holistically alongside the brand strategy and visual identity, sometimes even iteratively through the weeks and months of a brand building engagement. Taking the time to kick the tires, welcome a few different points of view, and test-drive the principles with real-life writing assignments (by real-life copywriters!) can help you get somewhere new, and somewhere truly special.

 

Here are some of our favorite tips & tricks:

 

Your brand's tone of voice shouldn't just be a few descriptive words listed out on a page. Whenever possible, you want to arm your teams with ‘before and after’ examples of how straightforward copy can be massaged to embody the brand more fully. 

 

Hopefully, your brand strategy is deeply rooted in authentic, ownable equity that your organization can feel good standing behind. By the same token, your brand voice should just feel right for who you are. Don't force it, don't fake it. No one ever wins in that scenario.

 

It's easy to churn out brand copy for written materials and never actually say the words aloud. Careful with that approach. Try to challenge yourself to read the words out loud, at pace, and ideally to another member of your team. If it feels wrong, it probably is.

 

Graza, which blew the CPG world away with the launch of its squeezy, green EVOO in early 2022, has innovation in its DNA. Distinctive packaging format? Check. Straightforward guidance on which oil was for the ‘sizzle’, and which was for the ‘drizzle’? Check. Clever refills in aluminum cans? Check.

 

So it was interesting to see their recent foray into…a whole new category altogether. That's right, Graza is coming for your yogurt parfait with its new ‘Grazola’ (that's olive oil granola to you). Most brand extensions these days are downright timid. Oh, a new single-serve format! A slightly different flavor profile! Now in dairy-free! It rarely stops us in our tracks, because it's rarely a particularly bold leap from the core business line.

 

Graza hasn't just dipped a toe into prepared salad dressings, or say, balsamic vinegar (the box set would practically design itself). They've been confident enough to play the supporting role in this sequel, which speaks to a strong sense of brand identity, and a willingness not to be the star of the show. Olive oil makes this granola unique, sure, but it's not the main event. Rather, it is born of a confidence that even when used in small doses, a stellar product can make anything sing.

 

And so we have to say brava, Graza. You took a risk, took a leap, and made us take notice. Can't wait to see what's next.