your tone of voice

Your tone of voice Sarah  Fitzgerald,  Director,  Self  Communica7ons  

24  October  2013  

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  

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  

Which is most important?

33%  

12%  

55%  

Visuals   Words   Both  

What guidance do you have in place?

97%  

42%  

Visual  ID   Tone  of  voice  

The case for brand language

There is a growing understanding internally that if we sound fractured and not like one organisation, we lose our credibility. Fiona Furman, Spurgeons

Yes, we have our logos, our bubbles and colour palette but language for me is one of our biggest brand-building 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

@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?  

Ready for brand language?

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

Overcoming barriers

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

For  professionals      You  might  already  be  aware  of  Macmillan’s  excellent  pallia7ve  care  services.  But  did  you  know  we  can  complement  the  expert  care  and  support  you  provide  throughout  the  cancer  journey?  We’re  here  for  people  with  cancer  at  diagnosis,  during  treatment  and  increasingly,  on  the  way  back  to  health.        

For  people  with  cancer      At  Macmillan,  we  understand  how  vital  it  is  to  have  someone  by  your  side  when  you're  affected  by  cancer.  A  team  who  can  provide  personal  support  and  expert  informa7on.  That's  what  we  do.  We’re  here  for  you,  whenever  you  need  us.  

How to approach brand language

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

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

Research, research, research

Research   Producing  guidance  

Your brand language toolbox

Brand proposition We  are,  we  can,  we  do  

• Bold  dynamic  

• Real,  straight-­‐talking  • Thought-­‐provoking,  fresh  • Op7mis7c,  approachable  

Name and strapline  

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.  

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  

Tone of voice guidance • Why  it  ma`ers  • Principles  • Puang  it  into  prac7ce  • Wri7ng  examples  • Specific  guidance    

Principles

Personal  Inspiring  Straight-­‐forward  Ac7ve    

PISA  

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.  

Winning adoption

Measuring and learning

Measuring and learning • Reach  and  response  • Total  brand  strength  • Word  matching  • Social  media  brand  strength  • Response  to  calls  to  ac7on    

The next challenge

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

www.selfcomms.co.uk  

sarah@selfcomms.co.uk  

07766  115431  

                     @SarahatSelf  

                                     www.linkedin.com/in/sarahefitzgerald