“People who think well, write well” – David Ogilvy, a maestro of branding and language…
Welcome back to A Writing Life, our series of monthly articles written by long-time 26 member and contributor Rob Self-Pierson.
Like many of us, Rob straddles the line between commercial and creative writing. Each month, we’re inviting him to share the trials and triumphs of a writing life – and what he learns along the way.
It’s October, and Rob’s been discussing tone of voice with a new client. In reflection, he sees the many ways it helps enhance a brand…
Tone of voice. TOV. Common to almost everyone in branding. But a concept still undervalued, or misunderstood, by some.
I’ve had fun developing TOV for plenty of brands. So when I sat down recently with a new client to discuss our brand language proposal, I celebrated why I feel TOV is much more than ‘How comms sound’.
We discussed why, often at a time of make or break, smart brands turn to language, especially voice. I’ve found they’re usually looking to:
Position their organisation
A distinctive voice can be a potent point of difference. Even a clincher when a consumer is choosing which brand to buy, or an investor which business to back. It can be as simple as deciding whether you’re a “Hi” or “Hello” brand. Though it usually runs much deeper.
Your TOV suggests an experience to your audience. Which positions you in their minds. The smartest brands know this and define their voice to help take control of their positioning.
Express brand character
Every brand has the potential to develop a distinctive TOV. Once defined, it can help you to communicate who you truly are.
A consultancy whose voice we developed said we’d helped them to “finally express ourselves”. They can now put across who they are, what they stand for, and what they do for their clients in every message. Because they have a voice true to their character.
Not only does their voice reflect who they are. We developed it for their target audiences. So every message now makes a connection.
Communicate with clarity
We do a lot of copywriting, either from scratch or editing other people’s work. We’re writers so we love it. But sometimes it can feel like we’re papering over cracks as we search for clarity.
Cracks can appear because there’s no TOV holding a brand’s comms together. Developing a voice requires an organisation to understand itself and its audiences. This understanding, when captured in tonal guidance, helps a writer to find clarity in thought and message.
As copywriting great David Ogilvy says: “People who think well, write well”. With TOV in place, thinking well becomes much easier.
Develop trust and loyalty
Can you think of someone who seems different each time you meet? How do you feel about them? Do you let yourself get close? Will you start a relationship, and trust them with your deepest secrets?
Behavioural science says we make up our minds quickly about brands, like we do people. Small signals offer big clues about what we might experience with them. Tone of voice done well gives consumers a consistent language experience. It says to them: “You can trust in us”. Over time, that trust leads to the holy grail of brand-building: loyalty.
Your TOV can be cheeky like Innocent, or witty and warm like Monzo. As long as it feels the same today and tomorrow as it did yesterday.
Boost company culture
Finally, a new TOV can transform company culture – by capturing the spirit of what makes an organisation special, celebrating it, then encouraging everyone who works there to embrace it.
We developed Gumtree’s TOV. On top of battling for market share, the brand team wanted to fight misconceptions. No, Gumtree isn’t just a tech platform, or a haven for fraudsters. It’s an organisation made of personalities, innovators, hard-workers. A mix of people: both young and full of energy, and mature and full of experience. The smartest in content creation, programming, and activism for a safer internet.
The majority of the 300 staff we trained in Gumtree’s new TOV said it gave them renewed pride and excitement in their employer – and a personal joy when writing comms. Culture boosted.
Together we go
So, tone of voice. Not just ‘How comms sound’ but a brand asset of broad value. Essential for any organisation thinking strategically about its language and identity. Which, I think we all hope, is most of them.
Have you read any David Ogilvy? The man is a maestro of branding and language. Try The Unpublished David Ogilvy for starters.
Onwards,
Rob Self-Pierson
If you’d like to share in response, message Rob via Max at 26. Also, find out more about Rob, connect with him, or read September’s A Writing Life.