The Guide to Choosing the Right Brand Tone for Advertising.
When you have stellar products, have done all the necessary market research and come up with a brilliant campaign, the only thing that is remaining is to send the message. This is where the brand tone, that embodies the brands set of values and personality, comes in. Here are some proven methods that are usually used by experts to create the brand tone. The first thing here will be to differentiate the brand voice from the brand tone because many people get confused here and they actually overlap sometimes. The brand voice describes the company’s personality and unless there is rebranding, this remains the same and doesn’t change.
The emotional inflection that you apply to the voice is the brand tone. One thing about the tone is that it is a delicate tool, which makes the sexual innuendo and the curses very dangerous because you may scare the prospects fats because this may be too much for them. While the tone may be easy to identify, it may also be very difficult to describe because it is usually hazy and you should start with gathering all the available materials like the videos, the podcasts, the web content and images among others. The next thing will be to split them into two, the ones that are uniquely yours and couldn’t have come from another brand or competitor, and the one that are uniquely yours and then determines what actually makes them unique. You should make sure that the ones on the list actually send the kind of message that you want sent out there, and then discard the ones that don’t do that.
You will see some common themes and words that you will then use to define the voice. This step, you can involve people that you trust and who are familiar with what you are doing, an then come up with like ten examples and then come up with three words describing each of the examples. There will be these common terms and themes among all the names that you come up, and you will then choose the three that best describe the time you are looking at. You will then have some sort of a chart to help you determine what will be on the final copy, applying the dos and the don’ts rules, the voice characteristics and description. You will then have your voice, some examples of the copy’s different versions, the audience and then there, you have your tone.