Voice and Tone
Brands are personalities. Just as people have unique voices, so should a brand. This distinctive brand voice establishes bonds with consumers, developing recognition and trust. Felton (2013) notes that “Consumers are never just buying a product; they’re buying an ethos, too.” Do they like this person and their sensibilities? Speaking to customers in a relatable voice with the appropriate tone can be a powerful form of persuasion.
What is the difference between voice and tone? Voice is consistent, while tone changes with the message. According to Kenny (2017), a brand’s voice is determined by a distinctive personality, vocabulary, and rhythm and pace. In a YouTube video from Stukent (2018) Liza Dunning says that tone is determined by a number of factors including who you are addressing, the situation (or emotional state) the viewer is in, and the topic of your content.
Developing Brand Voice
Dunning also explains her method of developing a brand’s voice (Stukent, 2018).
5 D’s of Developing a Brand Voice
- Define your why: Why you exist, why you matter. Why should people care?
- Differentiate from the crowd: find brand keywords to use frequently, then find words and phrases you would never use.
- Decide who your people are: Understand your audience and how they communicate. Creating a target persona can help.
- Develop your personality: Who are you and what do you bring to the table? Create a “this not that” list. For example, “Fun but not childish.”
- Dedicate your content’s mission: Your mission is based on your why. Create stories that find information to reinforce that mission.
Translating Strategy to Design
In a YouTube video from The Futur (2014), designers Chris Do and Jose Caballer share their processes of translating design strategy into visual design. Abstract ideas become concrete by using words, so it’s important to make strong word choices. Make a list of visual words and find images that match. Those images can be used for a mood board, or “stylescape”, that communicates your ideas to the client. This is an effective way of scaffolding, the process of showing and collaborating on the design strategy with the client so there are no surprises or uncertainty.
Being a partner with the client during all stages of creative strategy raises your value as a designer. Rosebrook (2017) reaffirms this, noting that “giving insights on how you can solve a business problem with a creative solution will ultimately help you position yourself as more than a pixel pusher.” These problem-solving and communication skills are what separate designers from production artists.
References:
Felton, G. (2013). Advertising: Concept and Copy (Third). New York: W.W. Norton.
Kenny, J. (2017). Know the Difference between Tone and Voice to Set Your Brand Apart. Retrieved from https://gimmemojo.com/2017/11/01/tone-voice-set-your-brand-apart/
Rosebrook, D. (2017). What is Design Strategy? Retrieved from https://read.compassofdesign.com/what-is-design-strategy-497453c9d83a
Stukent, Inc. (2018). Developing Your Brand Voice – Liza Dunning. Retrieved from https://www.youtube.com/watch?v=z9KRWgGYD8E
The Futur. (2014). How to Translate Strategy to Design. Retrieved from https://www.youtube.com/watch?v=TpcaCW85eI0
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