Tone of voice on the web
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Revolution Conf – 27/09/13
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Transcript of Tone of voice on the web
Revolution Conf – 27/09/13
1. Reading
2. Drinking
Two Caveats
The diversity in our department enables us to be innovative and creative, resulting in revolutionary, ground breaking and immersive experiences for our target customers.
We build awesome products our customers love.
What is tone of voice?
It’s the way we express our personality. It’s what we say but more importantly, how we say it.
A great brand is built around a strong personality, and a strong personality has a distinctive and recognisable tone of voice.
The University of Manchester
Be authentic
Be authentic
Be consistent
Why is tone of voice important?
Tone of Voice Hall of Fame
Tone of Voice Hall of Fame
Tone of Voice Hall of Fame
Values
Brand
Personality
Tone of voice
Finding your tone of voice
Formal Informal
Serious Funny
Mature Youthful
Technical Simple
Intelligent Not Confusing
Confident Not Arrogant
Friendly Not Familiar
Learning from others
It’s hard to get excited about buying things for school on Monday. Even a new pencil case hardly takes the edge off the gloom. Pop in and see us for a milkshake or a hot chocolate and make the most of the last couple of days.
It would be madness to leave the house in this weather – have breakfast delivered to your door.
All content written internally. One person signs off. Never planned communication strategy.Does it sound ‘pacty’?Honest, open and warm.Organic audience research
Gov.uk/designprinciples/styleguide
It has a welcoming and reassuring tone and aims to be a trusted and familiar resource
Find stuff you want
Get yourself a little something
Vs
• Founded in 2004• 11 acquisitions across Europe• 2 million subscribers• 6 million unique visits per month to UK site• 94% of their subscribers would recommend
Oh LOVEFiLM,
why I oughta.
• Tone of voice is how we express ourselves, how we sound• Values, brand and personality• Any company can ask questions, make decisions• Authentic and consistent• Understand your audience, adapt tone as needed• Communicate to everyone involved• Guide and manage as needed
Summary
• Tone of voice is how we express ourselves, how we sound• Values, brand and personality• Any company can ask questions, make decisions• Authentic and consistent• Understand your audience, adapt tone as needed• Communicate to everyone involved• Guide and manage as needed
• It can take years to build and only one tweet to destroy.
Summary
