Brand voice: a question of tone
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The document discusses tone in writing and branding. It defines tone as the mood or feeling created by writing, which is determined not by what is said but how it is said. Tone creates mood for readers. Brand tone is about putting people in the mood to buy by consistently using the same tone, though messages and audiences may change, the brand's character should not. To establish tone, a writer must understand their brand's identity and act as that character would, focusing on being the brand rather than just writing as it. The most important question for a writer to answer is "Who am I?" to determine their brand's tone.
Brand voice: a question of tone
- 2. WHAT IS TONE? The mood or feeling the writing creates. The general character or attitude of a place, piece of writing etc. It's not what is being said or done. Its a matter of how.
- 3. THE MESSAGE ITS NOT WHAT YOU SAY. ITS HOW YOU SAY IT. THE TONE
- 5. TONE CREATES MOOD. WRITERS CREATE READERS FEEL In writing, tone is the speaker's or narrator's choice of words and attitude towards the subject. Mood is what the reader feels. Its produced most effectively through the use of setting, theme, voice and tone.
- 6. BRAND TONE IS ALL ABOUT PUTTING PEOPLE IN THE MOOD TO BUY. I LIKE YOU I KNOW YOU I WANT YOU LETS GET TOGETHER.
- 8. MESSAGES AND AUDIENCES MAY CHANGE HOW WE TALK. BUT WE DONT EVER CHANGE WHO WE ARE.
- 9. THINK ABOUT HOW YOU TALK: OUT WITH YOUR MATES AT A FAMILY BARBECUE AT A JOB INTERVIEW WITH YOUR GRANDMA. THE WAY YOU SAY THINGS CHANGES. BUT YOU DONT CHANGE AT ALL.
- 10. AND THATS THE POINT: YOU CANT JUST PUT ON THE OUTFIT YOU HAVE TO BE THE CHARACTER
- 11. WRITING AS A BRAND IS LESS ABOUT WRITING. ITS ABOUT ACTING STANISLAVSKI - AN ACTOR PREPARES.
- 13. SO BEFORE YOU WRITE, THE FIRST, LAST AND MOST IMPORTANT QUESTION YOU NEED TO COMPREHENSIVELY AND INTIMATELY ANSWER IS...
- 14. SO THE FIRST, LAST, MOST IMPORTANT THING THAT YOU NEED TO INTIMATELY UNDERSTAND IS.... WHO AM I?