eight typical tone of voice personalities

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Eight typical tone of voice personalities


How do we measure tone of voice?

We’re the first people to have measured tone of voice.

Our tone of voice model is based on the psychological classification of

language.

We listen to brands talking as if they’re a person.

First we measure the sector against our all-business benchmark. It’s

based on 230 brands from 30 different sectors...

…with 1.87m business words. That’s almost exactly double the total words

Shakespeare used in his 39 plays. So it’s pretty chunky.

We’ve actively applied tone of voice measurement and creation across

many brands in different markets.

Here are eight patterns that commonly occur:


The Sheep: brands with minimal variance from the market generic

tone of voice.


The Strutters: It’s all about ‘us’ and nothing to do with ‘you’. What

we’ve done, our success and the certain logic delivered coldly and

without clarity. Arrogance personified.


Experts: Confident about themselves delivering success to you.

Based in the here and now. Big in health and upmarket financial

services.


Leaders: Strong character showing you what they do for others on

a clear timeline to the future. High levels of thinking, with

tentativeness representing humility.


Grey Men: Characteristic of talking about things and not

connecting them. Commonly heard with brands having English as a

second language – especially German – and talking in bullet points.


Institutions: Hiding behind brand name, focus on the past. Often

higher quant thinking. These brands are finding it very difficult to have

a conversation. Often procedures-driven with poor service.


Saviours: All about the problems of others which they’ll solve.

Collectively socialised, often with personal issues too. Reasons to

take action are warmly delivered. Common in NFP and CR language.


The Triers: Clear sign the brand has invested in copywriters.

They’ve cleared up the clutter. More ‘you’, warmed up with sensory

language and written clearly. But there’s very little between the ears.


Tone of voice should be used to deliver brand values day

in day out.

Our model is customisable to client values or archetypes.

It’s backed by software that helps your writers deliver it

consistently.

You can find out more at: www.linguabrand.com

We tweet too: @linguabrand

You can talk to us directly in London: +44 207 608 5077

We work across the world.

http://www.linguabrand.com/

eight typical tone of voice personalities

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