Brand Tone

Authoritative, Strategic, Approachable, Encouraging, Professional & Polished

Brand Values

• •Expertise & Knowledge Sharing
• •Strategic Thinking
• •Leadership & Vision
• •Authenticity & Connection
• •Results & Growth
• •Continuous Learning & Adaptability

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (Authoritative, Strategic, Approachable, Encouraging), key messaging points, "do's and don'ts" for language, and examples. Share this with anyone creating content.
• •Speak to Your Audience, From Your Expertise: Understand the audience's pain points and aspirations. Address them directly, but always from the position of an experienced guide and expert (Patrick Prothe's established persona). Avoid overly casual slang unless it genuinely fits a specific, intentional context.
• •Prioritize Clarity and Value: Ensure all copy is easy to understand and provides tangible value, whether it's an insight, a solution, or a new perspective. Avoid jargon where simpler terms suffice, but don't shy away from industry-specific language when appropriate for the target audience (e.g., other marketers or business leaders).
• •Maintain a Balance of Professionalism and Relatability: While authority is key, infuse copy with an approachable and human element, especially on platforms like Instagram or in email newsletters. Storytelling and relatable anecdotes (tied to professional lessons) can be powerful.
• •Review and Refine Regularly: Periodically audit website copy, social media posts, and other marketing materials to ensure they still align with the intended brand tone and values. As the brand evolves, the voice might need slight adjustments. Consistency comes from ongoing vigilance.

Social Perception

Respected Expert, Helpful & Insightful, Strategic Partner, Professional & Trustworthy

Copy Examples

• •Website Hero Section/Service Page: "Stop firefighting, start strategizing. As your Fractional CMO, I bring decades of marketing leadership to your table, crafting clear roadmaps for sustainable growth. Let's build a brand that doesn't just compete, but leads."
• •Social Media Post (promoting a blog/podcast): "Feeling overwhelmed by the ever-changing marketing landscape? In my latest [blog post/podcast episode], I break down [specific topic] into actionable strategies you can implement today. It's time to choose your horizon and navigate towards success."
• •Email Subject Line (for a newsletter): "Your Q3 Marketing Strategy: Are You Asking The Right Questions?"
• •LinkedIn Article Intro: "Many businesses jump into tactics without a solid strategic foundation. This isn't just inefficient; it's a recipe for missed opportunities. True marketing impact starts with a clear vision and a robust plan. Here’s how to build yours."
• •Instagram Caption (accompanying a professional but slightly personal image): "Fueling up for a big week of client strategy sessions! ☕️ Remember, the best marketing isn't about shouting the loudest, but about connecting authentically and delivering real value. What's one strategic move you're making this week?"