Your tone of voice


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Sarah Fitzgerald, Self Communications
Brand development conference

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Your tone of voice

  1. 1. Your tone of voice Sarah  Fitzgerald,  Director,  Self  Communica7ons   24  October  2013  
  2. 2. About Self We  work  with  the  public  sector,  not-­‐for-­‐profits  and  chari7es  to  help  your  values   shine  through…   -­‐ In  what  you  do   -­‐ In  what  you  say   -­‐ In  how  you  communicate        
  3. 3. The Perfect Pitch guide • Partnership  with  CharityComms   • Seminar:  Communica)ng  core  values  through  language  and  tone  of  voice   • A  dis)nc)ve  voice  survey   • Interviews  with  charity  communicators   • Supplement  to  Branding  Inside  Out      
  4. 4. Which is most important? 55%   33%   12%   Visuals   Words   Both  
  5. 5. What guidance do you have in place? 97%   42%   Visual  ID   Tone  of  voice  
  6. 6. The case for brand language
  7. 7. There is a growing understanding internally that if we sound fractured and not like one organisation, we lose our credibility. Fiona Furman, Spurgeons
  8. 8. Yes, we have our logos, our bubbles and colour palette but language for me is one of our biggest brandbuilding weapons. We can make a beautiful TV ad and do the billboards but it is that one-to-one daily conversation that is also important. Kat Ward-Smith, O2
  9. 9. @O2 B*****d big man ting I swear direct me to your owner what happened to my internet connection fam mans having to use the wifi and dat   @Tunde24_7 Have you tried to reset the router ting fam, so mans can use the wifi and dat?  
  10. 10. Ready for brand language?
  11. 11. We made the mistake of getting caught up on the visuals. We had to play catch-up. Now it’s turned around, and the visuals have just caught up with our tone of voice. Rachel Levett, Teach First
  12. 12. Overcoming barriers
  13. 13. We are very at ease in connecting with professionals. Colloquial, every day language isn’t the default mode. Sylvie Barr, RNIB It’s not unprofessional to use straight-forward and simple language – it’s actually more professional to make it easier for someone to read. Ruth Richards, Mind
  14. 14. For  professionals   For  people  with  cancer           You  might  already  be  aware  of   At  Macmillan,  we  understand  how   Macmillan’s  excellent  pallia7ve  care   vital  it  is  to  have  someone  by  your   services.  But  did  you  know  we  can   side  when  you're  affected  by  cancer.   complement  the  expert  care  and   A  team  who  can  provide  personal   support  you  provide  throughout  the   support  and  expert  informa7on.   cancer  journey?  We’re  here  for   That's  what  we  do.  We’re  here  for   people  with  cancer  at  diagnosis,   you,  whenever  you  need  us.   during  treatment  and  increasingly,  on   the  way  back  to  health.        
  15. 15. How to approach brand language
  16. 16. Looking back, my advice would be to give it time. I’ve learnt how important it is to have an internal face for this work, and for it to be championed constantly. Ruth Richards, Mind
  17. 17. They were able to look at it from the outside, and find a way through what sometimes felt like competing voices. But the word carried on after they’d gone – getting everyone else on board and using it. Charity communicator
  18. 18. Research, research, research
  19. 19. Research   Producing   guidance  
  20. 20. Your brand language toolbox
  21. 21. Brand proposition We  are,  we  can,  we  do     • Bold  dynamic   • Real,  straight-­‐talking   • Thought-­‐provoking,  fresh   • Op7mis7c,  approachable      
  22. 22. Name and strapline      
  23. 23. Standard descriptors We’ve  been  dedicated  to  the  health  and  happiness  of  pets   since  1897.  Abandoned  or  unwanted,  ill  or  injured  –  we  do   what’s  needed  to  give  every  pet  a  healthy  life  in  a  happy   home.  We’re  a  charity,  so  the  more  help  you  give  us,  the   more  help  we  can  give  pets.  
  24. 24. Key messages We  are  for  all  girls   We  give  girls  their  own  space   We  give  girls  a  voice   We  change  as  the  lives  of  girls  change  
  25. 25. Tone of voice guidance • Why  it  ma`ers   • Principles   • Puang  it  into  prac7ce   • Wri7ng  examples   • Specific  guidance      
  26. 26. Principles Personal   Inspiring   Straight-­‐forward   Ac7ve       PISA  
  27. 27. Writing examples   Mind  commissioned   YouGov  Plc  to  conduct  a   survey  on  men  and   women’s  coping   mechanisms  and  help-­‐ seeking  behaviours.       We  asked  YouGov  to   carry  out  a  survey  for   us,  to  find  out  how   people  cope  with  a   mental  health  problem   and  seek  help.          
  28. 28. Winning adoption
  29. 29. Measuring and learning
  30. 30. Measuring and learning • Reach  and  response   • Total  brand  strength   • Word  matching   • Social  media  brand  strength   • Response  to  calls  to  ac7on      
  31. 31. The next challenge
  32. 32. The job is done if people feel confident to talk about what we do in their own way, but still reflect what the organisation is about. Sylvie Barr, RNIB
  33. 33.   07766  115431                        @SarahatSelf