Used effectively, words shape how people perceive us. What we say, and how we say it, helps us articulate who we are and what we stand for. As much as – if not more than – how we look and behave, it’s what we say and how we say it that defines us. As individuals, we use this to charm, persuade, reassure and convince people.
The same applies to brands big and small, in exactly the same way.
But hang on – many people communicate on a brand’s behalf…
Exactly – so a good tone of voice, applied consistently, makes a brand sound like one person. It helps people develop familiarity and trust, with what is otherwise just another brand that does X. And we don’t want that, do we? No.
Developing and applying a tone of voice needn’t be a tortuous or expensive exercise. Often, it’s already there, just not documented. It might be a bit loose, and change according to who’s writing. So tuning into a brand’s natural voice, defining it, and helping it sit perfectly with the brand’s look and feel, is a valuable exercise. And when that brand totally gets on board with it – it works wonders.
I’ve worked with Liven Creative on several projects over the years, and they totally get it. They know how important it is for clients to understand the importance of tone of voice, and that it’s not snake oil. They get how it complements their renowned creativity and design expertise, and helps their clients not only look great, but sound great too. And knowing how a well-defined tone of voice can really boost a brand, they’ve clearly been honing their own…
Not only visually striking and beautifully built, Liven’s site is also refreshing in terms of its writing. It’s consistent, has rhythm, describes their love for their work and the value of their expertise (without being gushy or pompous) and really reflects who they are and what they do. It’s genuine. It’s them. All because they’ve thought not just about what they do, but how they express themselves in a very competitive industry.
Check them out at livencreative.co.uk.