Search Results for tone of voice

Rolling out tone of voice: Why leaving train the trainer until almost the end makes sense

…d save ourselves a lot of money and just train all our teams ourselves.” I can see why this seems a sensible way of looking at things. Why pay for external consultants to train all your teams? Much more cost-effective to get them to train your own trainers, and then your own trainers train everyone. But this way of thinking is based on a misunderstanding of what tone of voice training is. There’s training… and then there’s training If you want t…

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FAQ: Tone Of Voice

Copy for TOV FAQs…

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FAQs about training

…r and faster to communicate amongst themselves Your teams feel more confident, trusted and upbeat – and the pace of work can pick up   What happens in a typical Wordtree workshop? We run copywriting courses and business writing training sessions that last either a half-day or a day. We also run residential, long weekend tone of voice training workshops and creative copywriting courses. On our day and half-day copywriting courses, we welcom…

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Why do some attempts at tone of voice fail?

Liz, July 3, 2017 A little while ago we did an audit of all the tone of voice work we had ever done. I had a hunch – which turned out to be accurate – that at least half of our tone of voice projects since 2009 have been rescue jobs. By this, I mean another agency or freelancer has had a first stab at creating a tone of voice for an organisation – but it just hasn’t worked out. So we pick it up, look at what’s happened and set out on a more sol…

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Brand language: Tone of voice the Wordtree Way®

When we talk about tone of voice, we mean a framework for expressing an organisation’s personality through ALL of its communications. So when we create tone of voice guidelines, we’re thinking in granular detail about how someone would use them to write a proposal, or an HR policy, or a legal contract – as well as high-end marketing materials. We’re thinking about how we’re going to make them stick in training sessi…

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What tone of voice is… and what it isn’t (or shouldn’t be)

Every now and again, we get a call that goes like this: Person representing organisation: “We need a tone of voice. We don’t have a lot of budget because we’ve already done all the brand work with a design agency. In fact, they’ve done some of the tone of voice already, so all we need you to do is the engagement piece – you know, just get everyone to buy into the brand and communicate in a completely new way…” Us: “Err, OK. So tell us a wee bit…

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How do you allocate budget to design, content and thinking?

…imum rate. So for example, let’s say that the multidisciplinary agency is creating a brand ident for a new brand of dog food. In the first phase of the project, the majority of the thinking and copywriting will happen – and a small, but highly significant amount of design will happen. This first phase might produce a strategy, name, strapline, key messages, tone of voice and visual elements including a logo and colourways. Once all of that is in…

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Liz Doig

Brand language consultant Liz has been writing professionally for over 20 years. She has been creating brand tone of voice for the last decade – as well as messaging frameworks, naming systems and brand strategies. Her clients include Coutts, Worldpay, Shelter, EDF Energy, BP and Clearblue. She’s the author of Brand Language: Tone of Voice the Wordtree Way®.    liz@wordtree.com LinkedIn Profile…

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Welcome to Wordtree

What We Do

…relationship with your audiences. We can also help you to create your boilerplate, straplines and key messages. Tone of voice We create an approach to language for your organisation that consistently conveys its personality. We create tone of voice guidelines – as well as training and maintenance sesssions. Naming and naming systems A strong brand makes sure that its names – from job titles through to new products and services –…

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Playing nicely together in the sand pit

…udience” vs. “we want to do what’s right for our agency”. The latter approach, in my opinion, can get in the way of effectiveness. I’ve sat at tables where the larger (usually design) agency has pushed an approach that involves multiple items of print collateral that need to be regularly updated, complex web/app propositions hosted on their own servers – basically a lot of “stuff” that keeps the roubles rolling in. I’ve been the lone voice saying…

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How to write a winning award entry

…delivery of a multi-faceted innovative solution!” No, because she instinctively knows that she’ll make much more of a connection with her audience if she says: “The winners of this award came up with a completely new way of looking at an age-old problem…” Ditch the business speak. The majority of your words should be of one syllable. Avoid the passive voice. Make it a pleasure to read It’s an award entry, not a university essay. This isn’t about…

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Rolling out tone of voice

…and it speeds up buy-in, because everyone can see that the most senior team members have already adopted the new tone. Improving processes We can help you to align your sign-off processes with the needs of your brand. This can introduce efficiencies – and it helps to reassure teams that they’ll be allowed to use the new tone of voice. MOTs and continuous support When your writers are first using your new tone of voice, it can be a great idea to m…

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How we create tone of voice

We have a tried and tested method for creating tone of voiceTone of Voice the Wordtree Way®. Preparing First, we get to know your brand and business objectives. We talk to your stakeholders to understand your audiences, concerns, challenges and opportunities. We’ll read as many of your existing communications as we can get our hands on. We’ll also investigate your marketplace. How do your competitors use language and convey relationships? Wha…

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Pointers for when you’re presenting

…laptop. Clear all the clutter off into a separate folder so that your audience isn’t treated to a full-on screen of disorganisation as you set up. My folder is often called DC (desktop clutter) – because believe me, I have tons of the stuff. But I know my audience doesn’t want to see it. Make sure you have a little bottle of water. And if you’re doing several presentations in one day, try using Vocalzones – they’ll keep your voice going strong….

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Brand should start with a simple philosophy, not a design

…when you’ve nailed the philosophy and expressed it simply that you can move on, using it to brief designers and tone of voice people. Culturally, a simply-expressed philosophy allows you to instil ways of working and interacting and gives you a means to measure them. Design alone can’t do this. A good idea, poorly expressed, can’t do this. Robust thinking, simply expressed, can. * I made the star up. If your logo is a star, apologies. I’m sure i…

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Tone of voice

Tone of Voice

…. They’re looking for brands that feel right for them, and that they can trust to do the job. Which is why tone of voice is so important. It lets you communicate your organisation or brand’s personality consistently – reminding your audiences what makes you different and special. Creating tone of voice Over the years, we have developed a rock-solid process for creating tone of voice, and making it stick across your whole organi…

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The discretion by-pass – why do some people rant on trains?

Liz, April 29, 2016 One of the stranger aspects of free wifi on trains is that I can look up the people I hear giving – and receiving – bollockings. Yesterday, a lady took a seat in front of me, pulled out her phone and started speaking so loudly I couldn’t hear myself think. The train was packed and I couldn’t change seats. Even sticking my fingers in my ears didn’t drown out her voice. Abandoning all hope of getting any work done, I resigned…

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What people say when they’re uncomfortable – and how it dents your brand’s tone of voice

…s, it’s just the faceless system for which I am simply a messenger…” The trouble is, when they do this on behalf of your company, it makes it look like your business is lying about having a personality. That you’re only nice when you’re trying to sell things. Of course, it’s important to engage customers with an appropriate tone of voice – but it’s absolutely bloody essential to make sure you don’t make your organisation seem like a legalistic an…

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Tone of voice training: Create a tone of voice in two days

Throughout this two-day residential workshop, you either develop a tone of voice for your own brand, or work with a fictitious organisation to develop your skills. Who is this weekend workshop for? This tone of voice training course is an intensive residential session for people who already have some experience in commercial writing. It’s an excellent way to start creating a tone of voice for your brand – at a fraction of the cost of getti…

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Changing the words is all well and good… but you’ve got to change behaviour or it’s all for nothing

Liz, February 26, 2016 A little while ago, I published a book on how to create tone of voice. Almost all of the follow-up emails and questions I’ve received about it have addressed one topic… That creating a tone of voice is one thing, but embedding it through a whole organisation is something else entirely. So here are a few thoughts… Understand what tone of voice is Tone of voice means different things to different people. People writing ads…

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