marți, martie 07, 2006

what tone of voice to use...

The "tone of voice" as seen by the guys at W&K London. Which reminds me it's been quite a while since I haven't posted something about them. So here we are!

"We’re here to communicate. And there are as many ways of saying things as there are things to say. Let's start with you. Imagine you’re a brand. Who are you? You’re speaking but no one's going to listen if they don’t know who you are. So in answer to your question, you can’t define the term ‘tone of voice’, you have to define yours.

That means defining you- who are you, where have you come from, what are you about, what do you stand for? Then, you can say anything. Because it will be honest. If brands are companies and companies are humans, it's about speaking like one.

This is basically why tone of voice is so important. It’s like an ad going, “Hey, kids, buy this, it's really cool” Kids are encouraged not to take things from strange adults. And rightly so. Or, a car salesman saying, “Buy my car!” Well he would, wouldn’t he?
But if your best friend told you something he liked about the car that you didn’t know, you might get interested. So who is the car company, a bunch of guys like your friend or bunch of phoney car salesmen? Those people in the company surely work there because they like cars a little bit, maybe even a lot. That’s what you would tap into.

And I guess that also means, when you ask about lots of different tones of voice, you can’t try them on like hats. If you’re an established bank it will sound strange if you start talking like a vodka brand. It's like those clear plastic bra straps…weirdly noticeable only because they’re trying so hard not to be. "

2 Comments:

Blogger Romerican said...

It was a bit hard for me to follow what they were saying... they jumped around far too much for my comprehension. Rambling, really.

I can suggest a slightly older piece that serves as a decent introduction to the topic, however.
http://www.brandchannel.com/features_effect.asp?pf_id=281

8:13 p.m.  
Blogger cristina said...

Thanks for the link! Useful.
...and the comment. So there's someone in Romania actually reading my posts. Hmmm...tormenting :)

10:57 p.m.  

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