Your Brand's Tone of Voice
There's an awful lot talked about tone of voice. Especially by writers. The best of them are just brilliant and we love working with them. You probably talk about it too. But don't you just get that nagging feeling that it's all subjective? How do you pin it down meaningfully and consistently? Because after your writers have dug deep with the original spadework it's your team that's left with the ongoing care. And then everyone else gets involved too - that's the nature of words, they just sprout up everywhere.
That's why we developed a unique approach to understanding and assessing tone of voice objectively. We listen to your brand as if it's a person and show you a sound wave of the brand's personality. It's based on 50 underlying linguistic data points (stick with us on this one) which divide onto 5 personality areas: character, outlook, socialisation, thinking and delivery. The brand personality is expressed by 19 separate vocal points such as ego v affinity, past/present/future, reasoning v action, clarity and certainty. First we compare your market against our all-business benchmark of 1.76m words from 151 brands. Then we see how your brand measures up against the market.
Now we're the first to admit it's not perfect. It won't ever replace the expertise of the skilled wordsmith who originates your tone of voice. But it's proven to be consistently good at identifying those who have delivered really effective tone of voice work- like the upmarket bank Coutts and the mass-market grocer Tesco. And in this metrics-driven world it does act as a measurable starting point. We think that's a first. And, even better, it enables you to brief, measure and police the output of everyone else.
