How Nationwide Employs a Flexible, Memorable Brand Voice
\u201cOur brand values are up on the wall but there\u2019s more to it. We have a very specific way of talking.\u201d In addition to being a part of Nationwide\u2019s Member Experience Team, Seth Sparks has a lot of the same non-branding interests as I do. In addition to talking branding, we managed to work in The West Wing, Doctor Who, and Star Trek on this week\u2019s lively episode of the On Brand podcast.\nAbout\xa0Seth Sparks\nSeth Sparks is a blogger, vlogger, podcaster, and aspiring author. Professionally, he\u2019s the head of media and technology for the Member Experience Network, a private community for strategic partners of Nationwide, as well as a partnership marketing manager for national member-based organizations.\nEpisode Highlights\nHow does Nationwide share their brand culture internally? Beyond the standard style guide, Nationwide has what Seth calls, \u201cA particular way of talking. Bullet points instead of paragraphs. Visuals instead of words. Speak simply.\u201d While this could sound like clarity in communications the outcome creates a consistent brand across all touchpoints.\nDoctor Who + Branding? Yep, we went there. When you have a couple bona fide nerds on the podcast conversation can take a turn to the Whovian. We discussed how the Doctor regenerates/rebrands every few years but he\u2019s still the Doctor. \u201cThey have their Why statement down.\u201d\nSo what does Seth do? I work in a small department at a giant company. His team works to develop affinity offers for member organizations. They do this by developing affinity of their own.\nThe Member Experience Network. With so many nonprofit organizations as partners, Nationwide developed a partner network to create value for their members by teaching them about fundraising and direct mail through hosted trainings and live events. \u201cIt\u2019s an opportunity to take something we know and do something for our members.\nWhat brand has made Seth smile recently? While an Arby\u2019s gyro commercial made him laugh, Seth invited us to check out the Nerd Writer YouTube channel.\nTo learn more, follow Seth on Twitter.\nLearn more about your ad choices. Visit megaphone.fm/adchoices