Two Pints Deep

I once saw a set of Brand Guidelines that was actually interesting.

In it, the business described their Tone of Voice as ‘two pints deep.’

Lovely.

In just three words, I immediately understood how they wanted their brand to communicate – it said ‘matey, familiar, confident and open’ but in a much more human way.

I am forever hearing people evangelise about making B2B brands more human – but often struggle to describe what that actually looks like in practice.

But the ‘Two pints deep’ description was a perfect example of that.

Interestingly, a lot of businesses shudder at the idea of investing in good brand guidelines, but if they are as creative as the brand itself, they can be hugely powerful.

For example…

> You can use them to describe how you want your audience to feel (‘Give them the excitement of the morning before a big wedding’)

> You can use them to describe how you want to look (‘Like a goth who’s just put on a suit for the first time’)

> You can use them to better describe what your brand is trying to achieve (‘Make the people who work for us feel like every day is a Friday’)

So, if you’re really invested in humanising your B2B brand, start with taking a look at your brand guidelines.