The Art of the Authentic Brand Voice with Amanda Aldinger
How can you create an unforgettable brand voice that speaks to your target audience and leaves a lasting impression? Today, we sit down with the founder and CEO of Antonym, Amanda Aldinger, to unravel the secrets behind crafting a consistent and authentic brand voice. Amanda shares her journey from acting to working with major beauty brands like MAC Cosmetics, and how she discovered the importance of a core brand strategy in creating a consistent yet alive brand voice across platforms.
In this captivating conversation, we discuss the power of authentic messaging in branding as Amanda shares her insights on how modern consumers are drawn to beauty brands that not only provide tangible results but also prioritize sustainability and philanthropy. We explore the significance of tone of voice in the beauty industry and delve into how younger generations are demanding more from brands in terms of efficacy and truth in their messaging. Don't miss Amanda's expert advice on the importance of being responsive to customers and addressing their concerns to stay competitive in this ever-evolving market. Tune in and learn how to make your brand truly stand out!
KEYWORDS: Beauty Brands, Brand Voice, Brand Strategy, Core Brand Strategy, Authentic Messaging, Tone of Voice, Engagement,
Amanda Aldinger is a lifelong storyteller and worshipper of words. She founded Antonym to let others in on the action.
She began her writing career as an actress. Inhabiting diverse human voices, developing rich backstories, and grounding dialogue in immutable objectives, are, coincidentally the fundamentals of exquisite copywriting and brand voice strategy. As an actress, she performed on the stage; as a copywriter, her theatre plays out on the page.
She received her Master’s in Arts Journalism at the School of the Art Institute of Chicago, with a focus on fashion history, and began her writing career in Chicago as a journalist. Eventually, New York City pulled her in.
In New York, she joined the editorial department at M·A·C Cosmetics, where she was the Editorial Director for nearly seven years. Amanda fell for the transformative, shape-shifting allure of brand voice strategy, crafting stories, names, and assets for 90+ launches a year while flexing her journalism muscles interviewing legendary creatives like Isabel and Ruben Toledo, Philip Treacy, and Iris Apfel for the brand’s print and digital magazines.
In 2017, Amanda left M·A·C to embrace deeper collaboration with a broader spectrum of clients. In 2019, she founded Antonym, a luxury brand voice strategy studio that offers a 360-degree suite of copywriting services and messaging strategy for beauty, food, travel, and lifestyle brands.
She lives in Brooklyn with her husband and poodle, Tilda. She is a voracious reader and is fueled by green tea, vinyasa, and marathon training. Over a decade ago, she unapologetically glommed onto her husband’s 30-year quest to hike every national park in America, and that’s probably where she is when you see her out-of-office pop up.
ABOUT SCINTILLATE CONSULTING: www.scintillateconsulting.com
Award-winning brand marketing consulting for growth stage start-ups/small businesses, influencers, & luxury brands. Scintillate combines over 20 years of award-winning experience in billion dollar global brands and innovative start-ups with cutting-edge consumer science to build brands that shine brightly in the digital age.
