For a while I have been wanting to write a blog post about the importance of the tone of voice in branding and why the wrong tone can remove any value that your brand is trying to build up. This video pushed me to do it. You can have the right conceptual idea or the most beautiful piece of design, but if the copy doesn’t resonate and embrace your brand, you will only bring your readers onto the wrong path.
Despite what some may believe, copywriting is not a “do-it-yourself” exercise. Most could think that a native English speaker should be able to easily write English copy and therefore removing any kind of cost associated to the exercise. Well, it is not the case. Copywriting is an expertise and it is an expense. I wish to stress that branding copywriting doesn’t require the same expertise as advertising copywriting. Branding copywriting is not about being creative, it is not about finding the right angle. It is about consistently writing using the same tone of voice that has been defined for the brand, staying true to your product, in line with your guests demographics, in line with your style of service, so that your marketing efforts can turn a potential client into a buyer. And retain that client.
The below video has been spreading through the internet over the past week so I am sure some of you will have seen it.
It is not about the factual content of the message but how you say it.
Fabrice Burtin – April 2011
Related post: The Apple tone of voice. All in brand.