Begin with your brand’s story, so that whoever opens up the document gets a great overview of the background of the company and where it wants to go. You’ll often find fashion brands have very detailed brand guidelines, as they work with so many different creatives to deliver projects and campaigns, and so everybody needs to be consistent.Ĭontent involves storytelling, and it’s no different with brand guidelines. Depending on the topic you’re covering, you may be able to inject some humour, but it’s about reading the room, understanding the subject, and knowing your audience. When there’s money, security, or health involved, people need to feel like they can trust you and your impression needs to be one of authority. Whereas if you’re a finance or medical company, this laid-back tone will probably not go down too well. Many adult/sex brands often swear in their articles, with puns and tongue-in-cheek messaging.
HOW TO GET ADDITIONAL VOICES FOR WAZE PROFESSIONAL
If you’re a sex toy retailer, then the serious, professional tone is definitely not needed. Know your brandĭifferent businesses will suit different tones. The words you see getting repeated will help you develop a TOV and your underlying values. Start with a whiteboard session to brainstorm your own brand’s values, what it encourages, how the culture is, and where you want the company to go. If you don’t know your own brand’s values through and through, then you will struggle to nail down a TOV. Where to start when developing a tone of voice? If one article appears too tongue in cheek, when a brand has never had that tone before, or if it just doesn’t fit with the brand, then this can damage a reputation and put people off. Whoever is writing, creating or designing for a brand, needs to convey a consistent tone and message, no matter the topic. TOV notes can be found in brand guidelines, and they have an important job, especially for your social, content marketing, PR, and design teams. If you’re struggling to answer ‘What’s my tone of voice?’, then this is the guide for you. But, surprisingly, a lot of companies forget about it, and allow it to get lost, especially if they expand or change direction. Every brand has a TOV (tone of voice), or at least they should.
0 kommentar(er)
