Tone of Voice Masterclass 3: How to Craft the Perfect TOV Guidelines

Summary

This video script from a tone of voice master class discusses the importance of creating and maintaining consistent brand voice guidelines. It emphasizes the necessity for brands of any size, especially those growing or working with multiple agencies, to establish a consistent voice for trust and recognition. The script outlines the process of creating these guidelines, including understanding the brand, defining the voice, and providing tangible examples. It also highlights the benefits of having guidelines for copywriters and clients, such as ease of work and a reference point for disagreements. The video promises to cover troubleshooting tone of voice issues in the next session.

Takeaways

• 📝 Tone of Voice Guidelines are crucial for brands that anticipate scaling and require multiple copywriters to maintain brand consistency.
• 🔗 Consistency in brand voice is key to building trust; a sudden change in tone can disrupt this trust, similar to a person changing their accent.
• 🛠 Guidelines serve as a reference point for copywriters and can help resolve disputes with clients regarding the alignment of copy with the brand's tone.
• 🤝 Creating tone of voice guidelines should be a collaborative process between the copywriter and the client, ensuring mutual understanding and agreement.
• 📈 Guidelines are not just for large companies; growing startups and small businesses also benefit from establishing a consistent brand voice early on.
• 📑 The guidelines should be part of a larger brand strategy, often included in a 'brand bible' alongside brand values, personality, and design guidelines.
• 🎨 The tone of voice section should personify the brand, giving it human-like characteristics and making it relatable to the target audience.
• 📝 The guidelines should include tangible examples and avoid being overly abstract to help copywriters understand the expected tone and style.
• 📚 Detailed sections on word choices, style guides, and the voice 'in situ' (in context) provide practical tools for copywriters to create on-brand content.
• 📉 The level of detail in tone of voice guidelines can vary based on client needs and budget, but covering all key points is important regardless.
• 🔍 Future videos will address common tone of voice issues and how to manage client expectations and feedback effectively.

Q & A

What is the primary purpose of tone of voice guidelines for a brand?

The primary purpose of tone of voice guidelines is to ensure consistency in a brand's communication across various platforms and teams, which is crucial for maintaining a strong brand identity.

Why might a small company not need tone of voice guidelines?

A small company might not need tone of voice guidelines if they have a single copywriter and are not planning to expand or work with multiple agencies, as the brand voice can be easily maintained without formal guidelines.

How do tone of voice guidelines help in content creation for a growing brand?

Tone of voice guidelines help in content creation for a growing brand by providing a consistent voice across different marketing materials, ensuring that the brand's message is clear and recognizable to its audience.

What is the importance of consistency in a brand's tone of voice?

Consistency in a brand's tone of voice is important because it helps in building trust with the audience and personifying the company, making the brand more relatable and memorable.

How can tone of voice guidelines serve as a reference point in disagreements with clients?

Tone of voice guidelines serve as a reference point in disagreements with clients by providing a clear standard against which the copy can be measured, allowing the copywriter to justify their decisions and maintain the agreed-upon brand voice.

What is the role of storytelling in creating tone of voice guidelines?

Storytelling in tone of voice guidelines helps to paint a picture of the brand and encapsulate its essence, making the guidelines more relatable and easier for the copywriters to understand and apply.

Why is it important to have the client's input when creating tone of voice guidelines?

It is important to have the client's input when creating tone of voice guidelines to ensure that the guidelines accurately reflect the brand's identity and that they are agreed upon, fostering a collaborative and effective working relationship.

How do tone of voice guidelines fit into a larger brand strategy?

Tone of voice guidelines fit into a larger brand strategy as a component of the brand bible, which includes brand values, personality, and design elements, ensuring that all aspects of the brand's communication are aligned.

What is the significance of providing tangible examples in tone of voice guidelines?

Providing tangible examples in tone of voice guidelines is significant because it helps to clarify abstract concepts, making the guidelines more concrete and easier for copywriters to apply in their work.

How can the tone of voice guidelines help in managing subjective feedback from clients?

The tone of voice guidelines help in managing subjective feedback from clients by offering a concrete framework to assess the feedback against, allowing for more objective discussions and decisions.

What is the 'voice in situ' section of the tone of voice guidelines, and why is it important?

The 'voice in situ' section of the tone of voice guidelines provides examples of how the brand's voice should be applied in various contexts, such as web copy or social media. It is important because it gives a practical demonstration of the guidelines in action, helping to ensure consistency across different communication channels.