The verbal identity of a fundamental brand as much as the visual one. The way a company writes and communicates much more than a business card: substance, soul. The tone of voice is a powerful tool for brand positioning. Don't underestimate him! * by Valentina Falcinelli You will have noticed: we can say the same (…)
The verbal identity of a fundamental brand as much as the visual one. The way a company writes and communicates much more than a business card: substance, soul. The tone of voice is a powerful tool for brand positioning. Don't underestimate it!
* by Valentina Falcinelli
You will have noticed: we can say the same thing using different words and giving rise to different feelings in those who listen to us. For example, we could use a thousand ways to ask the train neighbor who is talking loudly on the phone (in the Silence carriage) to lower the volume of the voice. We could tell him: Excuse me, could you please speak in a lower tone? or Could you lower your tone? or again You deaf, I feel great and we are also in the Silence carriage.
In the first case we would be polite and calm, in the second polite but piqued, in the third decidedly annoyed and (just a thread) rude. Live, non-verbal and paraverbale communication would help us even more to let our intentions and message pass.
In writing, however, we must pay great attention to the choice of words, punctuation, and the construction of the sentence. Let's go back to the first request we could make to the noisy neighbor, namely: Excuse me, could you please speak in a lower tone?.
Thus written, we would appear, as we have already seen, to be polite and calm. But it is enough to change something, a very small thing, that the final effect would be completely different: Excuse me, could you please speak in a lower tone?. Using emphatic italics, or italics that change the player's pitch because it emphasizes a word, makes the tone of the previous sentence different.
With that kindly in italics, the tone becomes polite but a piercing thread. All this preamble I needed to get you I don't say understand, but at least to guess that the tone of voice is perhaps more important even than words. Especially in the non-visual communication, the digital one, the one on paper, on a monitor, a smartphone What prevents a direct and real-time exchange relationship with the reader. If you have invested money and money with your company to work on your visual identity, but you have not done the same on your verbal identity, then perhaps the time has come to remedy.
Verbal identity, in fact, is as fundamental as the visual one because it is able to convey the personality of a brand, its values ??and to create a deep emotional bond with customers.
Today, in terms of products and services, a company can actually differentiate itself by leveraging its personality.
More and more companies are contacting me asking for training or advice on their tone of voice, because they understand how important it is to speak to the public in the most natural and human way possible.
Also for this reason I chose to write a book, my first book, on the tone of voice (Texts that speak, Franco Cesati Editore). It is a streamlined and practical manual, full of tips and examples, designed for all those companies and freelancers who want to find their own unique and recognizable tone and voice.
In addition to the book, I designed two different but complementary tools to work on ToV (Tone of Voice): the Personalitov Model, a template that helps to define first the personality then the corporate tone of voice in a schematic and analytical way, and the Personal Cards, 52 cards that represent as many personalities, illustrate the characteristics and present a example of a microcopy with a fitting tone for each of them. The cards, unlike the model, are a more creative and amusing tool, which gives life to fruitful brainstorming.
Make your texts speak
And now, before leaving you, I give you some advice to start thinking about your company's tone of voice:
When you read your lyrics, do you seem to hear a voice or do you think you are reading essays instead? In the second case, stop and think: it is not enough to write well. There are a thousand other companies that offer your own products and services, that write well and that talk about themselves, but only you exist with your personality and there are so many customers ready to choose you also based on how you will make them feel. your voice tone manual. a prescriptive and descriptive document that will help all the elements of your company team to write and speak using the right ToV, in every channel and context and in every situation. The company voice always one, as well as that of a person. The tone is the volume with which we raise and lower ours, modulating it according to context, situation, public and therefore it can change (while remaining always consistent with the voice). Once you have defined your tone of voice, remember to apply it always and everywhere . Also on the web, in live chats, even in the texts of your bots, also on page 404, in the process emails. And it passes the guidelines to customer service, to the call center, to the clerks
Finally, if this is a topic you want to go into further. In the meantime, please: work on your voice and let your lyrics speak.
*Valentina Falcinelli: creative director ofpennamontata, an agency specialized in copywriting and content marketing, Valentina takes care of writing in all the sauces. Training included. Work with small and large brands to help them find their personality with words. Di s says: I can write without looking at the keyboard, but I can't look at the keyboard without writing.