your tone of voice
TRANSCRIPT
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
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