Finding your voice. With all the talk today about getting the message right — i.e., WHAT you want to say — figuring out HOW to say it is often overlooked. Tone and Voice are every bit as critical as messaging. Upmarket or downmarket? Elegant? Bold? Innovative? Warm and inviting? How you communicate tells a prospect volumes about your brand. Take the time to do a brand inventory and get your Tone and Voice right.
Educate to elevate. Much of today’s wealth is new wealth, and many of the affluent are learning to live with money. This tells us that there’s an important role for brands in educating consumers. Don’t assume that consumers grew up with your brand, know your story, or understand and appreciate what makes it so special. Your marketing efforts must educate them, and the affluent consumer is eager to learn.