The Guide to Choosing the Right Brand Tone for Advertising.

You probably have the stellar products, have a campaign and the only thing that is remaining is determining how to get the message out there. This is where the brand tone usually come in. For some brands, the epitome of the brand tine can be even their slogan, and here is how you create yours. The first thing here will be to differentiate the brand voice from the brand tone because many people get confused here and they actually overlap sometimes. The brand voice is what remains constant unless there is rebranding, and describes the company’s personality.

The tone on the other and is the emotional inflection that is usually applied to this brand voice, and this will usually change depending on the context. While the provocative language or cursing may be the best ways to get an emotional response, you should never use them on the marketing material because they are also the easiest ways that you can mess up the tone. To get started, you should gather the already available marketing materials from the podcasts to the images, from the content to the videos among others. The next thing will be to split them into two, the ones that are uniquely yours and couldn’t have come from another brand or competitor, and the one that are uniquely yours and then determines what actually makes them unique. You should make sure that the ones on the list actually send the kind of message that you want sent out there, and then discard the ones that don’t do that.

You will then define the voice using the common words and clear trend of theme with what is left. This step, you can involve people that you trust and who are familiar with what you are doing, an then come up with like ten examples and then come up with three words describing each of the examples. You will then identify the common themes and words, and choose the three words that best describe the kind if tone that you are looking for. You will then make a chart of the do’s, the don’ts, the voice characteristics and description, and then use this as some sort of a filter that determines what to and what not to appear on the final copy. You should remember that this is like a situational device and will change depending on the materials and the audience that you have, and after getting the voice, you define this and then make a number of the versions of this copy and you will be good to go.