Tone of voice
Verbal identity. Brand voice. Brand language. All the best brands have a tone of voice (even if they don’t all call it that).
Why? Because it’s one of the best ways to bring your brand to life. And because everybody in your business writes. Imagine the power of all your people writing in the right way, day in day out. Brochures, websites, customer comms, internal comms, annual reports; you name it.
But most brands don’t get there. They come up with a great tone of voice and then hide it on page 87 of their brand guidelines. Nobody ever gets to page 87.
We’re different. We know that getting to guidelines is only step one. The real challenge is thinking about your tone of voice as a change programme. If you want people to write differently, you need to do more than tell them how.