3 Levels of Communication to Differentiate Your Agency Brand

<p>Can you effectively communicate what your business is about? With a 30-year background in marketing, Chris West noticed businesses normally handled their visual identity very well but need help when it comes to using their language. He started his agency, <a href="https://www.verbalidentity.com/" target= "_blank" rel="noopener">Verbal Identity</a>, and has helped clients create a distinctive and impactful tone of voice for their brand. He is a big believer in the power of language and in this interview, Chris discusses the three levels of communication he teaches his clients, why humanity wins over corporate in social media, and his new book.</p> <h2>3 Golden Nuggets</h2> <ol> <li><strong>3 levels of communication. </strong>As a digital agency, you need to differentiate yourself from your competition. When looking at how the world’s biggest brands communicate, Chris identifies three levels of communication. At the 10,000 feet level, we have a vision of the world you want to create. <a href= "https://jasonswenk.com/agency-brand-easier/" target="_blank" rel= "noopener">What do you stand for?</a> And even more powerful, what do you stand against? At 1,000 feet, we have the personality, which is a very important piece because customers buy into the personality of a business. Finally, at ground level, it's all about the details, especially when it comes to the language. Establish the language your business will use and identify with and communicate it to your team.</li> <li><strong>Humanity wins.</strong> Even when it comes to some of the world’s biggest brands, like Microsoft, people would rather follow Bill Gates on <a href= "https://jasonswenk.com/social-media-new-business/" target="_blank" rel="noopener">social media</a> than his company. That is because they want to follow a person, someone they can relate to. It’s important to be more than a corporate blank face that only speaks in business terminology and communicates merely in announcements. Dare to get personal, to share your likes and dislikes and you wil