Tone of Voice - Speaker Deck

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Revolution Conf – 27/09/13!

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1. Reading 2. Drinking Two Caveats

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The diversity in our department enables us to be innovative and creative, resulting in revolutionary, ground breaking and immersive experiences for our target customers.

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We build awesome products our customers love.

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What is tone of voice? It’s the way we express our personality. It’s what we say but more importantly, how we say it.

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A great brand is built around a strong personality, and a strong personality has a distinctive and recognisable tone of voice. The University of Manchester

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Be authentic

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Be authentic Be consistent

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Why is tone of voice important?

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Tone of Voice Hall of Fame

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Tone of Voice Hall of Fame

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Tone of Voice Hall of Fame

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Values Brand Personality Tone of voice

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Finding your tone of voice

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Formal Informal Serious Funny Mature Youthful Technical Simple

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Intelligent Not Confusing

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Confident Not Arrogant

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Friendly Not Familiar

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Learning from others

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It’s hard to get excited about buying things for school on Monday. Even a new pencil case hardly takes the edge oﬀ the gloom. Pop in and see us for a milkshake or a hot chocolate and make the most of the last couple of days. It would be madness to leave the house in this weather – have breakfast delivered to your door.

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All content wriNen internally. One person signs oﬀ. Never planned communicaQon strategy. Does it sound ‘pacty’? Honest, open and warm. Organic audience research

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Gov.uk/designprinciples/styleguide It has a welcoming and reassuring tone and aims to be a trusted and familiar resource

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Find stuﬀ you want

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Get yourself a liNle something

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•  Founded in 2004 •  11 acquisiQons across Europe •  2 million subscribers •  6 million unique visits per month to UK site •  94% of their subscribers would recommend

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Oh LOVEFiLM, why I oughta.

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•  Tone of voice is how we express ourselves, how we sound •  Values, brand and personality •  Any company can ask quesQons, make decisions •  AuthenQc and consistent •  Understand your audience, adapt tone as needed •  Communicate to everyone involved •  Guide and manage as needed Summary