PPB November 2020

That’s why it’s vital to make sure that, as the company changes, so too does the tone. That way, everyone who may have a hand in creating communications from the company is on the same page about what the brand voice and tone should sound like without deviating or slipping back into an outdated or otherwise undesirable place. Examples Of Effective Brand Voice And Tone Barkbox (top image on the following page), a monthly subscription service for dog products and services, has a tone of voice that is casual and upbeat. If you look at its FAQ question, “Where is the rest of my order?” you’ll get a great example of tone. The use of the phrase, “not to worry though!” communicates a laid-back and positive tone, which in turn makes the customer feel comforted and calm. This tone contributes to the brand’s overall voice, which is conversational and warmhearted (just like the dog- obsessed community they cater to). On the Nielsen model, it leans toward casual, funny, respectful and enthusiastic. Old Spice’s tone of voice is often goofy and enthusiastic. You need only go to the homepage of the brand’s website for a taste of brand voice, as well as tone. See an example in the middle image on the next page: “Get more awesomeness, good smellingness, and Old Spice exclusiveness than ever before.” The tone here is goofy; it makes the reader smile by the strategic use of the non-word “smellingness.” This contributes to the brand’s voice, which is direct and has absurdist tendencies, MAILING BOXES & CUSTOM PACKING TISSUE PAPER PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 | customerservice@americanaccents.com 5 piece minimum 3 day turnaround Made & printed in the USA Recyclable material Full color digital imprint 60+ sizes available No die cut fees! B-flute corrugated material Perfect for sample kits & product packaging! Tissue paper available! Simple glue & tape-free assembly | NOVEMBER 2020 | 41 INNOVATE