Branding Your Client With Planet Charley Productions
What Is the Tone of Voice in Advertising?
To effectively develop a brand through marketing, you must build
your brand's personality. An important part of brand personality is the
tone of voice in advertising. The tone of voice in marketing means not
only what your advertisements say about your brand, but how they say it.
Values Because advertising tone of voice is meant to convey a brand's
personality, a successful tone of the voice will clearly communicate the
values of your client's brand. For example, if they are selling home improvement
supplies, you may want their brand's tone of voice to communicate that
their company is competent, knowledgeable and helpful. If you have a client selling
clothing to teens, the tone of voice might suggest that their brand is
fun and popular. Try our search feature with a few simple adjectives to help you find the perfect voice. The search feature is at the top of the front page and the World Class talent demo page.
Vocabulary, Grammar and Style
In both written and spoken advertising, the vocabulary, grammar and
style you decide on will define the tone of the voice. For instance, a
friendly tone of voice might use a warm style of speaking and informal
language and grammar. A company that wants to project its brand as
knowledgeable might use a detached or professional style, proper grammar
and more formal language.
Consistency
Whatever tone of voice you want to represent your brand's
personality, consistency is the single most important value in building
it. Advertisements that deliver a consistent tone of voice build a
believable brand personality that consumers feel they can trust. In
contrast, advertisements that switch between contrasting tones of voice
can create a sense of discomfort in consumers, just as unpredictable
personalities can be alienating in real life. Planet Charley Productions has minimal talent turn over, allowing you to brand your client with the same voice time after time.
Variation
Although consistency in tone of the voice is crucial, it also is
important to know when to vary your style within your client's brand
established tone of voice. For example, while your advertisements
uniformly project a fun tone of voice, advertisements aimed at children
might use one set of vocabulary, while those aimed at adults use
another. Similarly, different types of media require somewhat different
styles. Planet Charley Productions works with several professional copywriters to help you achieve a script that is both effective and engaging to your audience. Contact us at www.PlanetCharley.com for copywriting rates & information.
