You probably have the stellar products, have a campaign and the only thing that is remaining is determining how to get the message out there. This is where the tone, that will set you put of a market that is full of the competition, comes in. Here are some of the proven by professionals, ad agencies and experts, methods for creating brand tones that are epic. We will first differentiate the two parts of the brand that are usually confused for their similarities and overlaps, the brand tone and the brand voice. The brand voice is what remains constant unless there is rebranding, and describes the company’s personality.
The emotional inflection that you apply to the voice is the brand tone. While the provocative language or cursing may be the best ways to get an emotional response, you should never use them on the marketing material because they are also the easiest ways that you can mess up the tone. The tone can be really vague and hard to describe, and to get started, you should collect all the available materials from the web content to the videos and the images, podcast and anything else that can be helpful. You will then separate them into two, the ones that are unique to your brand and the ones that could have come from another company say a competitor, and then determine what makes the unique ones original stuff. 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.
With what will be left, you will be able to see some trends, common themes and these are the ones that you will use to define your voice. People that you trust and also understand the materials can help you come up with like ten examples and then 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. To determine what will and what will not be on the final copy, you can then make a chart of the dos, the don’ts, the voice characteristics and description to help you filter out the unnecessary things. When you have all these tips in place, you will then on down the brand voice, determine where the materials will be used, try out a number if the copy’s different versions and you will be good to go.