What does your brand sound like at 11PM?

Is it winding down or powering up? Settling into a sleep track or leaning in for more?

11PM marks the drawing of the day before the next one begins. The liminal space between everything that has come before and the strike of the clock to do it all over again.

Is it resting, smart watch or ring tracking every minute of sleep?

Is it leaning into a conversation, pouring another glass, deep in the moment?

Is it in the middle of the dancefloor, feeling every beat of the song in its bones?

11PM can sound a lot of different ways - 

Big declarations or total silence, whispered conversations and low music humming in the background, conversations that started at 5PM and seamlessly rolled six hours ahead, what your brand sounds like at 11PM can unlock corners of your voice that you didn’t know existed. 

When we think about voice like this - as a physical thing that operates out in the world, we can slip into the brand as a persona, looking around and visualising what it would see, hear, and feel.

Is it gossiping, sharing stories from the day, pitching a new idea, or putting on mouth tape?

Is it gripping someone’s arms declaring a new best friend, sharing a bottle in a wine bar, or completing a 10 step skincare routine?

Is it loud, is it soft, is it laughing, is it meditating - how does it speak, or not speak?

What is your brand sound like at 11PM?

Take yourself there - think about the location, the setting, the company, what’s playing, what’s around, and then go into the tone, the volume, the words, the kind of conversations - if there’s any at all -  and the kind of language and expression that the brand is using. 

When you have it, sit with it - then you can use it to draw closer to that voice, getting to know the brand better and how it actually speaks in the world. We get to think of the brand as a living breathing thing (it actually is) and feel into how the brand feels when there is space to breathe, think, and be.