How to define your tone of voice and use it for marketing
The words you use on your website, in your letters, on your products and in your documentation and marketing collateral literally define how people perceive your business. In other words, writing is branding and your tone of voice guidelines are as important as the logo and typeface you choose. Writing is branding Think about the companies you admire. Virgin, First Direct, Google, Innocent, the BBC, for example, all have very clear, distinctive voices. Even the CIA and MI6 have to think about tone of voice. Many clients come to us at Articulate asking for help with tone of voice guidelines and we like to include it as part of a project for any new client that doesn’t already have their own. We’re working on our own right now, which is why this is a burning topic for me. Also, we’re trying to improve our development process. But here’s what we know so far. Do your research The first stage…