Your brand voice strategy needs a new mood

It’s a question that’s come up with all our clients recently, filtered through various lenses. How, in this new world, do we talk about: SPF for a summer that won’t exist; lipstick for mouths hidden behind face masks; art for a museum-less world; anything, really, for a population that’s nearly 15% unemployed? 

The collective mood is grim, and rightly so. The borders of our individual worlds have receded at a breathtaking pace, and we are unable to rely on the social and spiritual fuel of our previously contact-full lives. We can’t even envision the future. 
 

Antonym doesn’t offer quick, strategy-starved copy for a reason. It guts intention, and we know good communication is an art. As Helen Rosen Woodward—whose groundbreaking career in advertising copywriting allowed her to retire at the age of 43 in 1924 as one of the highest-paid women in the industry—said, “In writing good advertising, it is necessary to put a mood into words, and to transfer that mood to the reader.” 

The internet is the cornerstone of our new social lives. Coincidentally, it is also the only place where brands can currently exist. People are flocking to its pages and applications, desperate for fresh ways to engage and interactions that make them feel less hopeless. Words unattached to a meaningful mood are senseless. 

Think of it this way. When your friend’s having a tough time, and you want to do something special, you don’t just have them over for dinner, plop some food in front of them, and unpack all the reasons they should feel better. You lower the lighting, put on some music, arrange vibrant flowers, spend a few extra bucks on wine, make sure the temperature’s just right. You set a memorable mood because it shows you care. And it always outlasts the taste of the food. 

This is the world now. The food is cooked. How will your brand use language to magic a new mood for your customers? We're not talking spinning out content for content's sake. Think fresh editorial platforms, social campaigns, winsome email offerings, and connected platforms that help you solve your customer's problems tout suite. 

Want help? Contact us, and let's strategize.