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Brands exist in words. Before a brand gets a logo, or a colour palette, you have to define it. We're writers, so we define brands in simple words, but the right words. What do you do? How do you do it? What's different about you? And why should anyone care?
And once you've decided what you've got to say, you need to decide how you're going to say it. We call that tone of voice. Tone of voice is a bit like a visual identity, but in words. So instead of expressing a brand's personality as a logo, colours or typeface, we do this in writing. And because most people need to do writing as part of their jobs, we give our clients lots of practical advice, specific linguistic techniques and guidelines stuffed full of before and after examples so they can see exactly what they have to do.
John Simmons, our director of brand language, virtually invented the idea of tone of voice in business, and has written three books on the subject, as well as co- editing The Economist guide to Brands and Branding.
Give us a ring on 020 7940 7540 to see how we can help your business.
Or find out about naming.
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