Global Brand Portal
In 2020, I led the initiative to launch the Amazon Music Brand Portal. This tool was essential in centralizing all brand assets and guidelines, ensuring consistency across marketing materials and communication channels. It led to more efficient workflows, a unified brand expression and tone of voice, and a cohesive customer experience.
Content
The portal not only ensures brand consistency, but also supports collaboration among teams and partners by providing easy access to the components used to visually and verbally express our identity. The content of this tool evolved through user surveys and testing conducted with our business partner channels.
Strategy & Architecture
Our brand is based on a set of audience and industry insights, allowing us to consistently resonate with customers across various storytelling touch points.
The brand architecture organizes Amazon Music content, products, and services, making it easier for fans to understand and choose our offerings.
Tone of Voice
Tone of voice is essential to a brand because it shapes how the brand communicates its values and personality to its audience, helping to create an emotional connection. It influences customer perception, making the brand feel approachable, trustworthy, or authoritative, depending on the desired outcome. Consistency in tone across all touchpoints builds brand recognition and fosters a sense of familiarity and loyalty.
Visual Expression
These tools are the visual and sensory elements that communicate a brand's identity. These include logos, typography, and color palettes, all designed to convey the brand's values and personality consistently. When used effectively, these tools help create a cohesive and memorable brand experience that resonates with the audience.
Additional Resources
To better serve our partners, we provide additional resources to help navigate creative and legal approvals, download templates, and access our translation and localization platforms.
