Over the past few months, we’ve been questioned many times regarding what’s an appropriate answer for the ‘corporate tone’ ask as part of our project brief template. Given the frequency of the question, we thought others may find our long-form answer helpful. This is the second of a three-part series written by our resident copywriter Danielle, outlining our pointers for capturing your corporate tone. If you haven’t yet caught the first instalment, please find it here.
In this series we focus on how to create a successful brand profile. You can find the first three steps in our previous entry below.
4. Show some personality
Unless you’ve recently invented an exciting new technology or approach, it’s likely you’ll have several competitors offering similar services to you. The best way to help distinguish your brand from the rest is by injecting some individuality into your text. This could be through the demonstration of your knowledge and expertise in a certain area, your passion for what you do or your office’s unique sense of humour.
Are you small but feisty? Perhaps you’re gaga for Social Media- share it!
It doesn’t have to be wild or wacky, just make it unique to you.
Top tip: A company blog is a great way to inject a bit of soul into your site. It helps position you as a thought leader, but also allows you to share what you’re interested in, what you think is important and what you care about. This may help tip the scales in your favour.
5. Call to action
Phrases and words that propel your audience into action are desirable. Best avoid the passive tense and try to tell people what you are and can do for them. Your marketing tone should be informative, helpful and prompt people to get in touch.
6. Seek out inspiration
Keeping an eye on what others are doing is a great indication of what works- and what doesn’t. Perhaps you saw some nifty copywriting on a bus poster or overheard some new jargon you’d like to start using… Understanding the way your community is communicating will help strengthen your tone of voice. Research what you like and take notice of what others in your field are doing and saying.
Stay tuned for the third instalment, coming soon
