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Tone of voice

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Bob Evans
Bob Evans

This document provides guidance on developing a tone of voice for branding and marketing communications. It discusses defining the audience, choosing an appropriate voice, language, viewpoint, and desired relationship. The tone of voice should reflect the brand's personality and story while differentiating it through emotional connection and inspiration. Developing an effective tone of voice requires research into the target audience and brand tribes.

Marketing
1 von 14
Tone of Voice
What is a tone of voice? • Branding • Story-telling • Differentiation • Personality • Proof of ‘why’ • Emotional connection
What are they for? • Insight • Change • Permission • Consistency • Briefing • Inspiration
Do Your Research
Talk to Your Tribes
Let’s write a TOV!
Overview • Audience • Voice • Language • Viewpoint • Relationship
Audience • Who are you writing for? • Personas? • Reading age • Education
Voice For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?
Language • Mandatory words? • Forbidden words? • Readability requirements? • Style guide? • British English? American English? • For translation?
Viewpoint • What is your attitude? • What do you know? • Why should people listen? • Who has this attitude? • Platform • Permission • Authority
Relationship • Actual? • Desired? • Who has this relationship?
What To Do Next • Get some paper and a pen • Have a go
For Support Get in Touch www.Constructionmarketing.org

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Tone of voice

  • 2. What is a tone of voice? • Branding • Story-telling • Differentiation • Personality • Proof of ‘why’ • Emotional connection
  • 3. What are they for? • Insight • Change • Permission • Consistency • Briefing • Inspiration
  • 5. Talk to Your Tribes
  • 7. Overview • Audience • Voice • Language • Viewpoint • Relationship
  • 8. Audience • Who are you writing for? • Personas? • Reading age • Education
  • 9. Voice For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?
  • 10. Language • Mandatory words? • Forbidden words? • Readability requirements? • Style guide? • British English? American English? • For translation?
  • 11. Viewpoint • What is your attitude? • What do you know? • Why should people listen? • Who has this attitude? • Platform • Permission • Authority
  • 12. Relationship • Actual? • Desired? • Who has this relationship?
  • 13. What To Do Next • Get some paper and a pen • Have a go
  • 14. For Support Get in Touch www.Constructionmarketing.org