Content Audit: OutsideIn
Another part of this weeks task was to complete a content audit exercise. This was to be based on any brand that we have an understanding of.
I chose OutsideIn because this is a company that I connect with, and have purchased from quite a few times. I went onto their website, and looked at their “About Us” page, as well as looking at the general language that they use throughout their site and social media platforms to complete this task.
Create a Word bank
Giving
Social Impact
Strangers, made someone
Humanity
Worth
Someone
Movement
Hope
Statement
Empower
Inclusivity
Create a Brand Dictionary
I found that OutsideIn tend to use lots of inclusive words such as “we” and “us” when it comes to their brand. They want customers to know that they, as a brand, are like a family. Their main focus is having an impact on homelessness, and making everyone feel included and important. OutsideIn describes their company as “fuelled by social impact”, which clearly shows what they are all about.
One question that is splashed across part of their website homepage is “Are you ready to join the movement?”, and by this, they are nudging at customers to buy their products and join them in aiding homelessness as they work on a “wear one, share one” basis.
Upon reading the last part of their “About Us” section, I came across this paragraph;
“As a clothing brand, we believe that our products are about so much more than just fashionable streetwear. We are all about turning fashion on its head and asking the question: Are you willing to wear a brand that is also proudly worn by someone impacted by homelessness? We believe in encouraging our customers to realise that each person in our society deserves to be a part of a community that accepts us for who we are – no matter our circumstances. We want to create a community that sees the needs of those pushed to the outside and welcomes them in, saying to the outcast, “You belong.” We don’t just want to bring streetwear back to the streets, we want streetwear to change the streets.”
The part about welcoming outsiders in correlates with the name of the brand and keeps their choice of name consistent with their purpose.
Create a Tone of Voice Guide
As mentioned before, OutsideIn is all about inclusivity and community. Their use of language on all platforms clearly reflects this. Their main marketing point is the fact that, in purchasing their items, you are forming connections with the homeless who feel outcasted and unimportant. In order to create this sense of community, OutsideIn uses many strong words such as “social impact”, “humanity”, and also the word “community” itself. This creates a more empowering and welcoming feeling when interacting with their products and website.