COMMUNICATION GUIDE
Make your message count
Just as strategy guides visual evolution, it must also guide verbal evolution so that everything your brand says resonates with your audience and drives value.
This requires more than great writing—it requires shared clarity about what to say, when to say it, and how to say it.
STEP ONE
Brand name assessment and evolution
A brand name is the most fundamental and valuable expression of brand identity. For this reason, a brand name should rarely be changed. But when a name is problematic or misaligned, it can add friction to growth. In this case, evolving it can signal positive change to your audience and support long-term growth.
Using tools like the Brand Scorecard to assess name equity and Brand Redefinition to clarify audience relevance, Referent helps brand leaders choose from three strategic approaches:
1. Keep the existing name
This is the most common approach because it preserves the most recognition.
2. Modify the name while preserving recognition
In many cases, a name can be improved while preserving most or all of the existing recognition. Example: DMGgo evolved their name to Go HQ, transforming a confusing acronym into an evocative name that still reflects its roots.
3. Create a totally new name
This approach is the best fit for a brand reinvention, when creating a new brand within a portfolio, or when a merger of brands requires a new name. When change is appropriate, we lead name ideation, conduct preliminary trademark vetting, and research domain availability, delivering a name built to last.
STEP TWO
Message strategy
A message strategy helps your team know what to say and when to say it, building stronger audience connection and supporting movement along the customer journey. Our approach uses your purpose, promise and values to identify the topics your brand should focus on and articulates your brand’s point of view for each topic. This provides a balance of focus and flexibility, supporting consistently relevant communication that’s timely and fresh.
STEP THREE
Brand voice
Two brands can deliver the same message, but the tone of voice can completely change how that message is received. While message strategy focuses on what to say, brand voice guides the tone and style of your communication. Referent develops brand voice from brand personality traits and brings it to life with copy examples tailored to different touchpoints and moments.
Comm guide FAQ
Simplified answers to common customer questions.
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We help to differentiate what you say through brand redefinition and messaging strategy. And when your brand must communicate the same information as a competitor, a unique brand voice adds distinctiveness.
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It informs content strategy and creation, campaign ideation, copywriting, and even customer service messaging, making your message more effective across touchpoints.
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No. While it focuses on writing, it also supports verbal communication like sales scripts and interview talking points.
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Primarily marketing, sales, and customer service teams, as well as anyone communicating on behalf of the brand.
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Yes. We provide sample copy tailored to specific touchpoints, as well as flexible boilerplate language.
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Not at all. The guide applies when someone is speaking as the brand. When individuals speak in their own voice, they should align with the brand strategy but retain their unique voice.
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