What we do
We use your brand documentation to understand your personality. Then we suggest an approach to language and communications that conveys this personality consistently.
We’ll document this approach in short guidelines, which will set out how to use the tone in different circumstances. We’re also likely to suggest that we copywrite a number of documents in it, as a starter for ten.
What you get
- A short guideline – up to six pages – on what the tone is and what it should look like in different circumstances
- Some examples to get the ball rolling
Circumstances this approach is useful in
- You want your packaging, website and social media to express your brand’s personality consistently
- But you’re not too bothered about how you sound internally
- And/or the brand you want the tone of voice for is one of many owned by your organisation
- Typically, we recommend this approach for fast moving consumer goods (FMCG) – or in other words, the products you find on shelves in stores
Circumstances this approach isn’t suitable for
- If you want a tone of voice for a B2B brand – particularly in professional services – because these brands are driven by relationships with people as much as with products, so ideally you’ll want all your people to be communicating your brand’s values and personality
- If you want to use your tone of voice internally as well as externally
- If you want people who aren’t professional writers to be able to use it
Not sure if this approach is suitable for you? Give us a call and we can help you decide what you need.
I think Liz is a true subject matter expert. In my fifteen years in advertising I had never met an individual so dedicated to a single area, nor so determined to understand and express every nuance of brand personality through tone of voice, nor so willing to work in a flexible, collaborative style.Sarah Wyse Head of Marketing Strategy, Coutts