Are you talking to me?

Are you talking to me?

Yes we are. But are you listening?

Today, tone of voice for brands is paramount. The way they talk differentiates them. It engages customers and potential customers. Done well it can be transformative.

Sound good? But what exactly do we mean by tone of voice? Essentially, it's the tone of your writing. Let's track through a few examples.

Innocent. Delicious. Great product, brand and tone of voice. In the early days their tone was a revolution. It engaged, stood out and won awards. Now it's integral to their brand, when they speak, it couldn't be anyone else. As ownership changed (Coca-Cola) and the years rolled by their tone has remained. A testament to its power to affect.

Some have tried to rewrite history calling it 'wackywriting' and 'the cult of innocent'. That is disingenuous. They were the first and have spawned lots of copyists. But the really good stuff always does.

British Airways. Genius. A tone that disrupts. And really takes it to Mr. Branson. Virgin are seen as the only disruptor brand in the airline sector. Others talk comfort, luxury, service and friendly skies - whatever they are.

A tone rooted in a strong idea (see Something to think about) and a recognisable air travel vernacular. By twisting a mundane reason for flying - the business/pleasure tick boxes, they subvert the sector. Creating a never ending list of positives, fun, surprising and engaging. Simple and direct, writing that really stands out. A tone and campaign that has legs (or is it wings).

John Lewis. Back to the future. A lesson in thinking about what you have before you resign it to the (rather stylish) trash can. As the high street has struggled, so has John Lewis. When they rebranded they dropped what they had always been known for. Big mistake.

A couple of years on, the tone they built their business on is back. (We call it a brand hook, but that's another blog). In fact they have built a whole advertising campaign around it - Never Knowingly Undersold. Three words that differentiate them, drawn from their legacy as a brand built on honesty - a promise that permeates everything they do and is so important to modern consumers.

Depending on your sector your tone of voice can be straight talking, humorous, technical, aspirational, detailed, empathetic or serious. Your tone is drawn from (and plays back into) your mission, values, and goals, as well as your audience. Always think before you write. Consider the purpose, audience, and context of each platform and format, and adjust your tone accordingly.

It's not easy. Nothing that moves the needle ever is. But when you get your tone of voice right, it sings.

We can help your brand find its voice. Ensuring when you speak, people listen.