FIRST MAINSTREET.
Giving a community-minded insurance brand a language people can actually use.
Define a voice for First MainStreet Insurance that reflects its commitment to small communities, then translate that voice into practical guidance for brand behavior and audience-specific communications.
The Hero as Language.
Turning an archetype into a usable vocabulary · Brand book, printed pages 7–8
Our voice is more than just the words we write and speak, it is also inherent through our visual language.
When we communicate, how do we ensure that we are making the promise and positioning real? Language is fluid and imaginative, but must embody the First MainStreet brand.
Alignment to our voice not only helps in communicating consistently and giving life to our brand, it also serves to evaluate the work we do.
Mayberry
We are genuine in our small-town charm, where handshakes endure and matter.
Rooted
Our legacy is earned and grown. Meaningful relationships are built on a deep history and presence within our communities.
Invested
We don’t just talk, we’re committed to doing, because hard work runs through our veins. Community rallying points and financial efforts are equally valuable.
Relevant
Local is right here, but through tech and media, expectations are global. Meeting those expectations keeps us competitive and builds the future.
Friend (ship)
Our capacity to care about our community is more than friendly, more than neighborly. Our kinship is true.
The Hero as Effort.
Defining what the brand is—and what it refuses to be · Printed pages 9–10
A brand is more than words.
For a brand to have meaning, it must be lived.
Demonstrated. Proven. These personality traits guide us to how we act as a brand and interact with our customers.
Kind / We are not: Enablers
We interact with a positive tone, empathetic and aware of the needs of others and how we can meet those needs. Our approach is driven by simple, uncomplicated manners.
Soulful / We are not: Fragile
Our purpose goes beyond acquisitions and selling products and services. We are inspired by Community Wellness and the part we can play in igniting community building.
Serious / We are not: Humorless
Our words are driven by business acumen and a commitment to happy relationships. We are agenda-driven to match the best products and services to satisfy each unique situation, yet foster spontaneous conversation.
Modern / We are not: Robots
We acknowledge the influence that technology, media and pop-culture has on our business and customers. We apply those fundamentals to strengthen our human-focused experience.
2 Cups of Coffee.
A memorable tonal scale built for real-world writing decisions · Printed pages 13–14
The Voice Tonal Scale is a practical tool that will help guide us in the creation of content that is both relevant to Bill, while remaining true to our brand voice. Using an 8-hour work day as metaphor to advise our vocabulary, the range spans from a sleepy morning fog to an alert and thoughtful 2 cups of coffee to an untactful 3 bottles of beer at happy hour. Don’t be sleepy. Don’t be 3 bottles of beer. Always strive for 2 cups of coffee.
Sleepy
“You can count on us.” “Let’s do business together.”
2 Cups of Coffee
“First MainStreet isn’t just a company – we’re people that honor legacy and community.”
3 Bottles of Beer
“Hey, don’t sweat it, we got this.” “We know how to run your business right.”
A voice people can use.
From archetype to attributes, from personality to behavior, and finally to a tonal scale that helps writers choose the right words. The work turns brand strategy into a practical communication system.
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