The editorial identity differentiates you from your competitors. It has a charter and a publishing line, the stronger it is, the more it believes in commitment.
What is the editorial identity?
To distort this definition of identity by the Larousse, the editorial identity would be: ” The permanent and fundamental character of a brand, which is individual, singular, … and which is fully and quickly recognizable. »
In addition, the identity of a brand is strongin addition it contributes to federate around its values and to shorten the buying process. It is above all a promise and fact a privilege of trust between the brand and its users.
Editorial identity goes from couple to graphic identity. They feed off each other to create a seamless content program available across all plates and media.
Identity, charter or editorial line: kézako?
The concepts of identity, charter and editorial line are rightly closely linked. To draw a parallel with the world of construction:
- The editorial identity is your vision of the house, tell him that you tell him the name of the architect and the builder.
- The editorial charter is the transcription of this vision into actionable actions, it is the architect who designs the plans and gives the different characteristics for the builder.
- The editorial line is the specifications and the production schedule established by the builder of your house.
after having set guidelinesthis is where the work begins:
Find your editorial identity
To believe that they are editorial identities, it is above all to ask this question: what is my soul supplement? In short: what makes me different, how am I doing compared to my competitors?
obviously, Sales and marketing techniques are part of this. But don’t stop at “price”, at “service”. Add your value, your vision, your will. Do like Innocent, Michel et Augustin or Monoprix: compose your humor, your drollery, your slightly clumsy singularity.
Clearly, your soul supplement is at a crossing of three melting elements :
- you skill
- you organizational strength
- you willpower motor
Redefining your identity: client case
A few years ago, we supported Post.lu In the redefinition of its editorial identity. It wasn’t about a big shake-up: sometimes it’s just about recalibrating.
With a dynamic and enthusiastic tone, we have kept in touch with the values and traditions of the company. By focusing on the offer rather than the technicality, we have highlighted the usefulness of the product, rather than its characteristics.
We worked with testimonials from customers of different ages, and focused content on a strong UVP and USPs focused on customer benefits.
Read our Post.lu case study
Objectivize your editorial line
At Wearethewords, we use many tools to learn and transcribe a strong and different editorial identity. Semiological analyses, territories of expression, semantic and lexical studies or ergonomic audits make it possible to objectify the approach.
Calling on an agency to (re)define an identity and an editorial line is often beneficial. Indeed, when you are soaked in your business from morning to night, you do not have the perspective necessary to see what is going – and what is not. An external agency allows this breath of fresh air, this new eye, and sometimes also this little kick in the anthill.
Do you need creatives to support you in (re)defining your editorial identity? Do not hesitate to contact us.