Australian Wildlife Conservancy brand strategy

I worked with the team at Australian Wildlife Conservancy (AWC) to orient their brand persona, TOV, and messaging to consider the emerging market of wildlife advocates.

An introduction to the audience work

The AWC brand has previously spoken to a very loyal, steadfast audience. They have a unique set of needs that we’ve been more than happy to cater to. However, there is an emerging audience that is calling for our brand voice to evolve. They want to be spoken to in a way that matches their worldview and gives them a sense of belonging amongst the AWC community—it’s the brand’s job to create that sense of belonging.

So, how do we engage the emerging (and growing) audience, while not alienating the existing audience, and staying authentic to the heart/essence of AWC?

A taste of the persona work

As it was expressed in the brand persona workshop, the different AWC audiences each want something different from the brand. This is especially true (and most notable) on social media. “On LinkedIn, they ask for the scientific name and are far more interested in the scientific process of the work we do. On Instagram, they want to see the cute picture of an animal—they are more likely to engage with content that promotes the end-benefit of our work.”

We know that AWC has different audience segments; however, the needs of these audiences also fluctuate—even when it’s the same person—so our brand persona needs to have the flexibility to fluctuate with them. This is how we connect to all facets of our audience base while remaining authentic to the heart/essence of AWC.

Rather than defining AWC as one brand personality—or celebrity persona—we are actually a collective of brand personalities that are expressed when the channel/audience calls for it.

BTS of TOV strategy

This is where we translate each persona characteristic (for this brand there were six such as quiet believers and concrete idealists) into an actionable tone. This is where your brand finds its unique voice. I wrote six pillars; here are just a couple:

Devoted

Devotion is the place where passion and commitment meet. There is a sureness to our voice that feels strong and driven, without being intimidating. We speak with devoted conviction.

Thoughtful

When we speak, it is with careful intent. Sentiment is clear, direct, and honest. We avoid unexplained jargon and are thoughtful in our communication delivery. This tone is a nod to our ability to hold IQ in as high regard as EQ.

As this work was really about the strategic thinking, you will need to get in touch to see more.