If your brand were a movie, what would it be and why?

"It's a mix between Blade Runner and The Summer I Turned Pretty."

At film school, we used "tonal comps" for pretty much everything.

Because tone is hard to pin down, but so essential to understand when you're reading someone's script. What if someone's writing a tongue-in-cheek comedy but you take it dead seriously on the page? Did the writer accomplish what they set out to do?  Um, no. Because the tone needs to come across. 

As a shortcut, and to get everyone on the same page, tonal comps have everyone reading a script speaking the same language.

"I want it to feel like Cocteau's Orphee here"

"You know Derry Girls? The humor's kind of like that."

"This is an homage to Kurosawa films"

(Of course, hardly anyone would use my references!)

If your brand were a movie, what tone would you strike? What story do you want to tell? What's the hero/heroine's journey of transformation that your offer provides?

Nailing your brand's movie vibe/voice/tone across ALL of your copy assets is going to help you communicate who you are with way more consistency. And hopefully more fun (fingers crossed). Bonus points, this really helps if you're super visual. 

Try it the next time you hire a marketer and you want to make sure the nail your voice and vibe — it'll help them get what you're going for right away.

If your brand were a movie, what would it be and why?

Mine would definitely be Cleo from 5 to 7.