Verbal Branding: Mood

by Sep 23, 2013Content Strategy

Verbal Branding: Mood

by | Sep 23, 2013

image

When you write, your voice is the attitude you take towards the world as a whole. Is the whole world against you, or is everything always getting better?

Your tone is the attitude you take towards your subject matter: does it excite you? Does it bore you? Does it make you feel home-sick?

Both of these are all about you. But what about your reader? How do you want them to feel? What attitude should they take towards what you’re saying?

When you write, the mood is how you make your reader feel about your topic. Do you want them to feel romantic? Do you want them to laugh? Do you want them to get raving mad?

Here is a Poem by William Wordsworth:

      My heart leaps up when I behold

          A rainbow in the sky:

      So was it when my life began;

      So is it now I am a man;

      So be it when I shall grow old,

          Or let me die!

      The Child is father of the Man;

          I could wish my days to be

      Bound each to each by natural piety.

How’s it make you feel?

  • Wistful?
  • Nostalgic?
  • Sad?
  • Sleepy?

The feeling a piece of writing creates in you is the mood that it sets.

Even corporate-speak sets a mood: it makes the reader feel passive and bored, like everything is already under control, predictable, and not too interesting. Is that the mood you want your reader to be in?

Do you want people to feel protected and safe? Do you want them to feel inspired? Comfortable and at home? Like they can finally relax? Standing firm on solid ground? The way you use words creates that mood.

What about when you write about yourself? How do you want your audience to feel about you? What mood should you put them in?

Figuring that it out is what the process of branding is all about.

Read Parts One and Two of this series on Verbal Branding.

Photo courtesy of Maja.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

The Key to a Smooth Branding Experience

You’ve decided to pull the trigger and invest in your brand, setting aside the budget and time needed to get things rolling. Your workshop is scheduled and you’re getting excited about the future. Or maybe you’re nervous about the investment and the process. Here are...

The Simplest B2B Funnel Strategy to Get Started

In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not trying to get people to buy. Instead, we're trying to get people to get into a conversation that...

Can Authentic Brands Be Canceled?

Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question. Given the polarization that’s put everyone in our country under increasing pressure to take sides, can...

Don’t Improve Your Marketing Processes (Let Your Team Do It)

With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to ask questions. Many of us are doers or at least planners. We know how to get things moving. And hiring...

To Build an Enduring B2B Brand, Start Small

A strong, healthy B2B brand builds a community.  If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its community will see the B2B brand through ups, downs, and adaptations to a changing marketplace. Of...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.