Work Sample

Brand Book Text

The Lexicon Spirit

We’re always hungry. We’re problem-solvers who love learning. Every new client and project we accept gives us an opportunity to learn. To understand new industries. To fill in our picture of how the world works. To build a new and effective strategy for each company or organization.

Every department at our company represents an art form, and every project is a chance for us to get better at what we do. To hone, refine and expand our craft. To challenge ourselves, gathering experience and expertise every step of the way. To become more effective professional educators, entertainers and marketers.

We build partnerships with our clients, gauging our own success by measuring theirs. We work well because we believe in our clients and we believe in what we do, from top to bottom.
We believe Einstein was right when he said, “If you can’t explain it simply, you don’t understand it well enough.” We believe that, as tempting as it is to jump right in on a new project, the more initial research we do at the outset, the more care we will take in getting it right the first time, the better we will understand what the situation requires, and the more on-point and insightful our efforts will ultimately be.

We believe that our goals of true value-added commentary, arresting and impactful image creation, and precisely targeted social media campaigns depend on preparation as much as talent. We believe that in order to create engaging content, we must first truly engage with the material ourselves in a way that motivates us.

Target Audience

Our clients are well-educated professionals in management positions, aware of the world’s shift to online life but somewhat behind in exploiting that shift. They may be aware of Facebook, Twitter, Instagram and LinkedIn, but they are most likely not experts in how to use those platforms to their best advantage.

They will need help in determining a strategy to build their brand for public consumption in the digital age. They are familiar with the widely-used terms in the marketing industry, but may not know the specifics of how to use visuals, tone, style and social media platforms in combination to tailor a powerful and distinctive company identity that potential customers can readily identify and relate to.

Our clients grew up in a world dominated by TV and print, and were busy building their business careers while society changed around them. They have only partially adapted to a world that has changed just a bit faster than they were ready for, and are now out of step with online culture and advanced digital marketing.

They are good at what they do, but that fact alone no longer guarantees engagement with their desired audience. Their websites are rather dated and new content is scarce. They are far from #1 on Google searches within their industry. Their social media platforms are halfhearted affairs, receiving little interaction from the wider community when posts are eventually made.

Our clients know their industry inside and out, but most people (including many in their own field) aren’t aware of their expertise. They have tried their hand at digital marketing in the past – either on their own, or with outside help that turned out to be underqualified – and received little return on their investment.

They are open to the idea of trying again, but their instincts tell them to be cautious. They want to dip their toes in the water first, before they dive in. They want to see plenty of numbers, statistics, and measurable benefits before they invest a lot of money in the digital world again. They see digital marketing as a concrete cost that brings abstract benefits, and only the evidence of experience is likely to change their feelings on the matter.

In more personal terms, work takes up an enormous share of their lives, but with the remainder they like to follow current events around the world and enjoy the latest movies, books, TV shows and music that other people are talking about. They’re fairly good at keeping up with the topics that people talk about at dinner parties, whether these include the issues of the day or the latest big movie.

They may spend more time on business than anything else, but their careers have not killed their curiosity for good stories or their appreciation of novelty and substance. If given the choice, they would rather read articles that are informative but also entertaining and relevant to the outside world, as opposed to specialist literature that delivers similar information in a more technical way. Many articles and authors compete for their attention, and our clients are drawn to the ones that use down-to-earth language and aren’t afraid to be a bit lighthearted in the delivery of their message.

Lexicon Target Audiences & Personas

In an earlier chapter, we outlined our services and the kinds of firms which are our most obvious clients. In this section, we’ll consider the types of individuals within those companies that we’re trying to attract with our own thought leadership content.

Knowing our own target audience allows us to create content designed to appeal to these Thailand-based professionals. We then use this content to capture their attention and bring these potential customers to our website, where we tell the Lexicon story and build positive associations with our brand.

In general terms, our content should always be designed to position ourselves as accessible experts in branding, writing, visual design and social media. Offering free insights into these fields allows us to provide samples of our expertise to potential customers, with the ultimate aim of selling them our services.