Telly, print, digital, Facebook, Twitter, Insta, Snapchat! If you think of channels as mouths your brand talks through, it’s never had as many all talking at once. Here are 5 thoughts on how to make sure the same voice comes out of all of them.
1. WHO ARE YA?
If you don’t know what your brand should sound like, take the time to find out. What your brand stands for will dictate its tone of voice. Finding out can be a fun exercise once you get past your desire to sound like Innocent Juices, even if you’re a bank. (Everyone we’ve ever done this with wanted to sound like Innocent).
2. WHO ARE YA? (PART 2)
More channels mean you probably have more people talking on your brand’s behalf. The person writing your TV spot is different to the person in charge of your Twitter is different to the person coming up with your content. And so on. Make sure they all know and can talk in your brand’s voice before you let them loose.
3. BE CONSISTENT
Think of your brand as a person that goes to different places and makes small adjustments to how they talk when they do. Twitter may be your brand in the pub, while your e-tail site may be your brand at a job interview. It’s going to say the same things, in a slightly different way.
4. MORE THAN WORDS
Tone of voice used to be defined as ‘your brand’s personality as expressed through the written word’. Communication is probably more visual and instant than it’s ever been, so apply your tone of voice to what you look like too. The two should go hand in hand (that’s why a bank shouldn’t sound like Innocent Juice, to re-visit an earlier example).
5. GET INTO CHARACTER
If you’re doing the actual writing, read it back to yourself out loud, not as yourself but as the person you picture your brand to be. While you may not nail the accent, the only way to know if something sounds right is to actually listen to it. If you’ve found these tips helpful, or want to know more about how we help clients find their brand’s tone of voice, get in touch!
By Creative Agency WILL