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> Download the Complete eBook Here
How to Use Your Company’s Brand
Values to Nail Your Tone of Voice
Developing your company’s
tone of voice takes hard
work and commitment.
> Download the Complete eBook Here
It also takes the
right approach.
> Download the Complete eBook Here
The key to nailing it is making
sure you understand your
position and your brand values.
> Download the Complete eBook Here
And whether it’s
working for or against
your business.
Start off by trying to get a
sense of where your tone
of voice is a...
One way to get
a quick feel for
your tone is to
read some of
your company’s
content aloud,
like your home
page or a piece
...
• Would you want to work
with that person?
• Is he a vivacious live wire
or an uptight buzzkiller?
• Does she intrigue you...
Or you could recreate the “Pepsi challenge”
by comparing your content with a direct
competitor’s.
> Download the Complete ...
Better yet,
why not ask
your customers
what they
think?
> Download the Complete eBook Here
Once you’ve got a sense
of your tone, it’s time to
start looking at your
brand values.
> Download the Complete eBook Here
There are two ways to do this:
Work outside in
by beginning with your market
Work inside out
by beginning with your compan...
If you want to work “outside in,”
survey some other brands
in your market.
Ask them questions like:
• How do they position...
Doing so will reveal insights about
the universal values that every
company in your sector must have
just to be relevant.
...
With the “inside out” approach on
the other hand, you start at the
core of your business.
That means asking your
colleague...
Brainstorming around these questions will help you
generate useful ideas as you define your tone.
> Download the Complete ...
No matter which
method you use,
the next step is
to boil everything
down to three
one-word values
that reflect the
essence...
In other words, they shouldn’t be
synonymous, but they shouldn’t
be total opposites either.
The values should be distinct,...
Here are a few pro tips to
help you get better results:
Don’t be afraid of using unexpected
words — the sort of words you ...
Don’t choose brand values that
are trite like “friendly,” “honest,”
or “reliable.” They’re the least you
would expect from...
> Download the Complete eBook Here
Avoid B2B buzzwords like “dynamic”
or “proactive.” They’re clichés and
won’t help diffe...
> Download the Complete eBook Here
Once your brand
values are nailed
down, consider
how they’ll
translate into
your writin...
Don’t bother writing generic or
obvious guidance, or saying the
same thing over and over.
> Download the Complete eBook He...
Remember,
you’re looking
to help writers
understand how
to differentiate
your company’s
tone.
> Download the Complete eBoo...
Telling them to “be human, warm,
friendly, and approachable”
just isn’t going to cut it.
> Download the Complete eBook Here
> Download the Complete eBook Here
Instead, you’ve
got to give
them more
actionable
advice.
Say why they’re doing what they’re
doing, using more flowing language.
Use longer words and sentences.
Use proven principl...
> Download the Complete eBook Here
Drift off into abstraction.
(In other words, they should always
link their ideas to wha...
So, just as you made sure your brand
values were specific, you’ve got to make
sure your guidance around your tone
of voice...
Download our free eBook
“Watch Your Tone! Why Your
Company’s Tone of Voice
Matters and How to Get it Right”
Here’s How
> D...
• A step-by-step guide on how
to assess and improve your
organization’s tone
• Hands on advice from tone
of voice experts
...
> Download the Complete eBook Here
Check out the
entire series
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How to use your company’s brand values to nail your tone of voice - Tone of Voice Series 2 of 4

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The key to developing your company's tone of voice lies in understanding its brand values and how they can be translated into writing. "How to Use Your Company’s Brand Values to Nail Your Tone of Voice" is the second of a four-part series of SlideShares that Acrolinx — a platform the helps the world's greatest brands create amazing content — has produced on tone of voice. It offers some practical approaches to help you identify your company's brand values and then provides guidance on how to translate those brand values into advice for your writers so that they can capture their essence in the content that they create.
This great primer on developing your tone of voice has been adapted from Acrolinx's successful eBook, "Watch Your Tone! Why Your Company's Tone of Voice Matters and How to Get it Right."

Published in: Business

How to use your company’s brand values to nail your tone of voice - Tone of Voice Series 2 of 4

  1. 1. > Download the Complete eBook Here How to Use Your Company’s Brand Values to Nail Your Tone of Voice
  2. 2. Developing your company’s tone of voice takes hard work and commitment. > Download the Complete eBook Here
  3. 3. It also takes the right approach. > Download the Complete eBook Here
  4. 4. The key to nailing it is making sure you understand your position and your brand values. > Download the Complete eBook Here
  5. 5. And whether it’s working for or against your business. Start off by trying to get a sense of where your tone of voice is at right now… > Download the Complete eBook Here
  6. 6. One way to get a quick feel for your tone is to read some of your company’s content aloud, like your home page or a piece of sales collateral. > Download the Complete eBook Here
  7. 7. • Would you want to work with that person? • Is he a vivacious live wire or an uptight buzzkiller? • Does she intrigue you, irritate you, or just bore you? In the process, try to picture the person who’s speaking. > Download the Complete eBook Here
  8. 8. Or you could recreate the “Pepsi challenge” by comparing your content with a direct competitor’s. > Download the Complete eBook Here
  9. 9. Better yet, why not ask your customers what they think? > Download the Complete eBook Here
  10. 10. Once you’ve got a sense of your tone, it’s time to start looking at your brand values. > Download the Complete eBook Here
  11. 11. There are two ways to do this: Work outside in by beginning with your market Work inside out by beginning with your company 1 2 > Download the Complete eBook Here
  12. 12. If you want to work “outside in,” survey some other brands in your market. Ask them questions like: • How do they position themselves? • What are their key messages? • How do they use language to get them across? > Download the Complete eBook Here
  13. 13. Doing so will reveal insights about the universal values that every company in your sector must have just to be relevant. > Download the Complete eBook Here
  14. 14. With the “inside out” approach on the other hand, you start at the core of your business. That means asking your colleagues questions like: • What makes your company unique? • What’s your company culture like? • What value do you offer? • How do you present yourself to customers? • What are the key messages you need to get across? > Download the Complete eBook Here
  15. 15. Brainstorming around these questions will help you generate useful ideas as you define your tone. > Download the Complete eBook Here
  16. 16. No matter which method you use, the next step is to boil everything down to three one-word values that reflect the essence of your brand. > Download the Complete eBook Here
  17. 17. In other words, they shouldn’t be synonymous, but they shouldn’t be total opposites either. The values should be distinct, but complementary. > Download the Complete eBook Here
  18. 18. Here are a few pro tips to help you get better results: Don’t be afraid of using unexpected words — the sort of words you don’t normally hear in B2B marketing. Pro Tip #1 > Download the Complete eBook Here
  19. 19. Don’t choose brand values that are trite like “friendly,” “honest,” or “reliable.” They’re the least you would expect from any provider. Pro Tip #2 > Download the Complete eBook Here
  20. 20. > Download the Complete eBook Here Avoid B2B buzzwords like “dynamic” or “proactive.” They’re clichés and won’t help differentiate you. Pro Tip #3
  21. 21. > Download the Complete eBook Here Once your brand values are nailed down, consider how they’ll translate into your writing style.
  22. 22. Don’t bother writing generic or obvious guidance, or saying the same thing over and over. > Download the Complete eBook Here
  23. 23. Remember, you’re looking to help writers understand how to differentiate your company’s tone. > Download the Complete eBook Here
  24. 24. Telling them to “be human, warm, friendly, and approachable” just isn’t going to cut it. > Download the Complete eBook Here
  25. 25. > Download the Complete eBook Here Instead, you’ve got to give them more actionable advice.
  26. 26. Say why they’re doing what they’re doing, using more flowing language. Use longer words and sentences. Use proven principles and thought leadership to justify their suggestions For example, if one of your brand values were idealistic you might instruct folks to: > Download the Complete eBook Here
  27. 27. > Download the Complete eBook Here Drift off into abstraction. (In other words, they should always link their ideas to what they’re actually doing.) Likewise, you might tell them not to:
  28. 28. So, just as you made sure your brand values were specific, you’ve got to make sure your guidance around your tone of voice is too. > Download the Complete eBook Here
  29. 29. Download our free eBook “Watch Your Tone! Why Your Company’s Tone of Voice Matters and How to Get it Right” Here’s How > Download the Complete eBook Here
  30. 30. • A step-by-step guide on how to assess and improve your organization’s tone • Hands on advice from tone of voice experts • 15+ pages of worksheets and guidelines to make it happen What You Get > Download the Complete eBook Here
  31. 31. > Download the Complete eBook Here Check out the entire series

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