Of the three major components of brand rhetoric, Logos is the trickiest to use stylistically. When you’re crafting a unique brand voice, it’s very easy to present your Pathos with a unique tone appropriate for your primary audience. With Ethos, it’s also easy to craft a characteristic voice.
However, with Logos, you are often working with indisputable facts and figures. Presenting these materials objectively sometimes seems easier, since you are directly quoting an external source, but it offers very little flexibility in terms of stylistic integrity.
So how can you taking something dull like, say, statistics on sheep farming, and spin it with your own compelling brand voice?
Present Logos with an Application
Statistics are much more relevant when you pair them with a possible practical application. Instead of merely quoting an external source about the number of sheep that are currently domesticated, try to make it a little more relevant for your audience. Present a situation that might require such knowledge, or have some fun by putting the information in a completely ridiculous context.
Use Imagery
Instead of just listing a massive quantity of logical arguments, pull them together into an infographic or into a video. The media will attract more people immediately to your post, and you might be able to present the information a little more understandably.
Combine Logic with Emotion
Don’t underestimate the power of Logos and Pathos working together. If your brand voice can support it, consider pairing all your logical arguments with an emotional base. That way, you’ll have a stylistically flexible foundation while still having the argumentative backbone of your logical appeal. If you use this strategy, use the logic to justify the emotion rather than the emotion to justify the logic. It will lead to a stronger argument.
You don’t necessarily have to use Logos at all in your brand rhetoric strategy, but if you do, try these stylistic tricks to make sure it fits in your brand voice without falling flat.
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