Ahoy, me hearties!
Avast ye, it’s talk like a pirate day, so we thought we’d give ye a wee chat about how to nail a belter of a tone of voice for yer brand.
Of course, we wouldn’t advise any business to employ a tone of voice that requires any googling or ‘ignore all’ button pressing. But one thing that the pirates did get right was the aspect of instant recognition.
Branding is about making people think of you whenever they think of a certain thing – a colour, an image or a sound. But it goes beyond designing your perfect logo or penning your perfect strapline. It’s imperative to consider a tone of voice that will work on all aspects of your business.
Firstly, you need to work out what kind of business you are; are you conversational, informal and friendly – therefore utilising less Standard English and more monosyllabic high frequency lexis and sentence fragments? Are you emotive and wordy. Invoking a response with every rhetoric device at your disposal? Or are you formal and authoritative, assuring your customers that you know best with plosive sounds and a directional register?
Once you’ve established who you are and how you naturally speak to your demographics, you can start to implement this into all aspects of your brand from website build to packaging to advertising…but remember, consistency is key.
The voice that you used to inform your brand choices needs to carry through to every element of the business wherein you have direct contact with your customers. This means that the voice needs to be consistent on your packaging, in your store (be this physical or online) and on your social media.
The best way to implement a well thought out, branded tone of voice is through out of home advertising. That initial push into the public consciousness immensely helps your brand to find its place and establish an identity. This, in turn, helps the rest of your brand strategy run seamlessly.
The end game is that your customers will come to think of you as a friendly voice – they’ll recognise you when they see your branding your hear your brand messages, and brand loyalty will be increased.
Words: Amy Cully Steele