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Creating a clear brand voice: Women@Work writing workshop 6 p.m. Thursday, Jan. 20

Your brand already has a voice. Is it the right voice? Is it recognizable?

Your brand already has a voice. Is it the right voice? Is it recognizable? The hands-on Women@Work writing workshop will present tips and techniques for creating a strong, clear brand voice that works across multiple marketing channels.

During this session, speaker Gwyneth Dwyer and workshop participants will take an in-depth look at how several brands have created a voice — from ribald and rowdy to smart and sophisticated. Then, Dwyer will tackle these brand-voice fundamentals:

– What, exactly, is brand voice?
– How do you create a brand voice?
– Can you control brand voice? Should you?
– How do you build consensus for a brand voice?
– Seven ways to wreck your brand voice
– What’s grammar got to do with it?

Bring your laptop. (Or your pencil.) Bring fabulous examples to share. Bring embarrassing examples (that you didn’t write, of course) to critique. Attendees and experts will roll up their sleeves and get to work creating a winning brand voice that works for your organization.

Presenter Gwyneth Dwyer, Director of Writing Services at Larsen
Presenter Gwyneth Dwyer, Director of Writing Services at Larsen

About the speaker: Gwyneth Dwyer is Director of Writing Services at Larsen, a branding, design, marketing, and interactive agency focused on helping clients tackle tough marketing challenges. Gwyneth has the job of overseeing millions of words written for Larsen clients, including Buffalo Wild Wings, Timberland, Wausau Paper, 3M and Medtronic. Clients rely on her expertise for brand voice, creative strategy, messaging, promotional content, product naming and taglines.

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Before joining Larsen, Dwyer founded a writing services agency in Boston, creating promotional materials for the Harvard Business School and Fortune Magazine publishing divisions. Dwyer is also the author of numerous articles for and the Design Management Review, including “Ten Innovative Ideas When You’re on Deadline,” “Launching Your Product: Seven Marketing Musts” and “Your Marketing Campaign: What’s the Big Idea?” She holds an M.A. in English from the University of Delaware.

Register for the workshop at the bottom of this page.

Time: 3-6 p.m.
Date: Thursday, Jan. 20, 2011
Place: Room 201, Opus Hall, University of St. Thomas, 1000 LaSalle Ave., Minneapolis, MN 55403
Cost*: MWMC members: $48; full-time students: $33; all others: $78
*If you register at the door, only cash or check will be accepted.