Our dulcet tones let others know how we think, feel and ultimately it’s the instrument used to express ourselves.
The way we deliver our voice, the tone we use gives personality and depth to the words we say. It can be compelling, antagonistic and calming, sometimes within the same sentence and it’s imperative to good communication. How we speak, how we try and connect dictates the impression we make and response we receive.
If voice is so important why do so many brands seem somewhat schizophrenic in how they speak? Often the way they speak has no bearing on a real or relevant conversation. It can feel ‘computer says no’ dialogue.
In a classic communication brief tone-of-voice comes at the end of the brief and is nicely tucked before ‘mandatories’. Wouldn’t it make sense in a content driven world that how a brand speaks, it’s tone-of-voice should be top of the requirements?
Communication agencies spend vast amounts of time selling ideas to help brands be differentiated and when those ideas are brought to life with a clear and consistent tone-of-voice they resonate because they follow the basic rules of human nature and dialogue.
Today in Marketing Week Magazine we have two of our clients, Chester Zoo and United Utilities talk about their need for a clearly differentiated tone-of-voice. In identifying a need for change they recognised the importance of how they spoke as a brand, how appealing and human they were in tone-of-voice.
Our approach was to create an idea that had tonality at its heart that could embody the right personality and start new conversations that felt more real, more human and ultimately more engaging. Our belief is a good idea feels human, is about people, their world, what makes them tick and should have a voice and tonality that counts.
Read the article, here: