B2B Brand
Language
Foundations
Felicity Wild
Masterclass
2024
Brand language
work is sexy and
fun
Which is why people are always in a rush to do it,
at the expense of getting the (sometimes boring)
basics in place first.
What?
Who?
Why?
The type of business
The people you are
The reason your
you are
going to be selling
business exists
The services and/or
these things to
products you offer
To do the best work, you need to be
clear on these points before you
start.
It’s surprising how often these
are just roughly formed and
loosely held ideas, rather than
concrete definitions that can be
clearly articulated.
We’re a social-first creative agency
helping sports stars build their
personal brands.
We’re a digital design studio helping
What/who
What type of business you are and who you serve.
We’re a [insert type of business] helping [broad
target audience][achieve an ultimate outcome].
eco-friendly businesses build a
sustainable online presence.
I’m a freelance accountant helping
solopreneurs take control of their
business finances.
List all the services and/or
products you offer
Sort this list into product and
service categories
Sum up everything you offer in a
What pt.2
An expanded definition of what you offer.
sentence
We’re a social-first creative agency
helping sports stars build their
personal brands.
From strategy to execution, we offer an
end-to-end strategic, creative and
management service for your socials.
What was your motivation when you
started the business?
What change do you want to see in
the world?
Why are you the person to make this
Why
The reason your business exists.
happen?
What do you want to be known for?
We’re a social-first creative agency
helping sports stars build their
personal brands.
Because we want professional athletes
Why
The reason your business exists.
to have prosperous careers long after
they’ve hung up their training shoes.
I’m a freelance accountant helping
solopreneurs take control of their
business finances.
Because I want small business owners to
embrace (rather than avoid) money
management to achieve financial
freedom.
A “why statement” works best
when it’s directly related to
what you do, and what your
clients need.
We’re a social-first creative agency
helping sports stars build their
personal brands.
From strategy to execution, we offer an
Let’s put
it all
together
end-to-end strategic, creative and
management service for your socials.
Because we want professional athletes
to have prosperous careers long after
they’ve hung up their training shoes.
Develop a
powerful brand
point of view
Define an
authentic brand
voice
Map out strategic
messaging
Go beyond givens i.e. the
Uncover your brand's true
Define who you're talking
things everyone else is
personality and
to and the problems you
saying
distinguishing voice
solve for them
Identify what your brand
Shape meaningful
Explore their desired
stands for and against
explanations to put each
outcomes and how you help
Explore how these beliefs
voice value in context
them get there
and values shape the way
specifically for your
Identify the blockers
you do business
brand
preventing them from
And how they relate to
Define voice aims to
taking action
what your ideal clients
guide you and your team's
Overcome these blockers
want and need
writing decisions (+ make
and backing your
briefing/giving feedback
statements up with proof
easy)
What’s next?
Show your brand's voice
in action to keep things
consistent and spark
inspiration
Thank you!
www.brandlanguagelab.podia.com
felicity@brandlanguagelab.com
www.brandlanguagelab.com