We believe a brand is also represented by what it says and how it says it.
This is why we take great care of our clients’ verbal identity: this includes their payoff, tone of voice, glossary and key messages to be used across all communication assets.
Do you need a payoff?
Payoffs might be less present today than they were twenty years ago, but it’s still worth distilling the spirit of the brand into a short and memorable piece of copy, as this has the potential to become a formidable brand asset.
Developing a unique tone of voice
The tone of voice is a crucial element of the brand identity, as it ensures a consistent mood and character. But it has to be accessible, practical and inspiring. That’s why we develop tone of voice guidelines that provide clear and actionable directions for how the brand should communicate. Our guidelines are rooted in the company’s world and provide guidance on how to create ads, website copy, press releases, even WhatsApp or Telegram scripts. These documents are also designed to give an instinctive understanding of what the brand stands for.
Key messages and glossaries
Beyond tone of voice guidelines, key messages give brands the confidence to express the most important communication concepts in an impactful and consistent way. Key messages are a set of phrases or sentences that capture the essence of the brand’s message. They are designed to be used across all communication assets and should align with the brand’s strategy and positioning. By providing a set of key messages, we help our clients get their key concepts through every single time.
We also develop glossaries, sets of terms and definitions that align with the brand’s message and positioning. Just like individuals, brands should also favor some words and avoid others, while referring to certain concepts with certain specific terms. Glossaries help to ensure consistency and accuracy in the brand’s written production.