Extract 1 - Voice qualities

The MINDBODY voice is consistent wherever in the world it’s used, and based on four powerful qualities:

HUMAN | AUTHENTIC | RADIANT | INCLUSIVE

We do however need to consider how we use these voice qualities – and perhaps apply them differently – to connect with a UK audience.

The solution is a number of subtle shifts which gel together to form a solid foundation for MINDBODY’s UK Voice. It’s the same personality as MINDBODY US, but seen from a UK perspective. Twins brought up on different sides of the Atlantic.

HUMAN

A universal term. BUT consider how a UK company might connect with its UK audience: there are differences we need to bear in mind.

People themselves are different. A very broad way to sum this up is by imagining a high five. In the US, this is something people embrace and do energetically, even with strangers. In the UK, people tend to be embarrassed by it, and do it half-heartedly!

The same basic principle can be applied to communication. The UK audience is more open to understated communication - it doesn’t want to be told to be excited, it wants to decide for itself whether to be excited or not.

Communication has to get around this natural reserve and (particularly when it comes to advertising) resistance, not smash through it.

Luckily, the audience recognises and laughs at these tendencies in itself. Communication can therefore use the very human qualities of humour and empathy to create a shared experience which helps to circumnavigate these barriers.

AUTHENTIC

For the UK audience, we need to focus on being ‘real’. Our authenticity is demonstrated by telling real stories.

We must be realistic with aims and goals we feature in comms - we can’t sell dreams. And we must be aware of where people are and what they’re doing when they see our messages.

Help them identify themselves in what we say – and how we say it.

RADIANT

A more appropriate term for the UK is ‘positive’.

Although both words are in the same area, this mental shift helps to balance the language and keep a naturally British restraint on it. British audiences prefer understatement to overstatement.

It also keeps communication more in line with the authentic/real focus.

INCLUSIVE

This is an ideal that travels well.

MINDBODY is for everybody in the UK, just as it is in the US. No change of mindset necessary.