Monday, November 16, 2015
Don’t take that tone with me!
How to discover your brand tone of voice – Part Two
So, how do brands like Brewdog manage to be so controversial and so successful? They simply think about who their audience are, and more often than not, their target audience are themselves. What they find funny / interesting / informative, their consumers may well too. If these things are intrinsically inherent in their brand, then their brand voice should be authentic. There is always a risk in dating copy using colloquialism, dialect and slang of course (unless that is the intention); there’s no guaranteeing that ‘Dench’ will still be ‘sick’ in 12 months’ time. Consistency is the key to success.
Something Brewdog also uses in its marketing is humour. Everyone appreciates a touch of wit, and more often than not, it can really work. The key to using humour in advertising? Be humble and dare to be different. The best humour laughs at itself rather than an audience. Ted Baker demonstrated this fantastically with their 2010 Christmas shop window displays.
Ted Baker Christmas shop window displays, 2010
Finding fun ways of conveying boring things grabs people’s attention and makes them instantly remember the brand.
Recent successful campaigns have given grammar a kick up the butt, too. Take for example O2’s ‘Be More Dog’ slogan. On its own, this makes no sense whatsoever; however, it cleverly works in the context of the campaign. Apple’s ‘Think Different’ and Subway’s ‘Eat Fresh’ have also switched things up. These grammatically incorrect slogans work due to their simplicity and make a real impact on consumers, acting as advertising catchphrases. They’re great examples of brands using colloquialism and dialect in a way that doesn’t date.
So, finding the correct tone of voice is integral to a brand’s success, and the most important thing to remember is that it must ring true with the people who will use it in order for it to work.