"NOT YOUR SIZE" Well I personally think not, Hire me to take you on a shopping adventure, where I will turn that horrific experience that we all know so well and change your mind all while spending a day together, as my client I will not leave your side till we have a new look guaranteed!
Cindi Saucedo-Naugle
Brand messages are also a key element of the tone of voice. Brand messages should capture the spirit and aims of the brand – they are not things that people would say, but should help employees and external parties who work with the brand to understand its values and direction. Key words can also be included in the tone of voice document. These are words that characterise the brand and can be used in any written copy or spoken language of the brand. (Chapter 8, page 208 More than a name: An Introduction to branding)
The purpose of defining the ‘tone of voice’ is to create a consistent syntax for the brand. It is the verbal expression of the brand and must work in harmony with the visual elements. Many designers view the brand language as distinct from the design, adding words as an afterthought to the graphical layout. This is not the correct approach. The tone of voice is developed at the same time as the visual identity and, like design, is created from an in-depth understanding of the brand. Excellent brand communications only happen when the two (design and language) work together. (Chapter 8, page 207 More than a name: An Introduction to branding)
Once guidelines are created they need
to be communicated and promoted. Many brands have in-house teams that are
responsible for ‘policing’ the brand to ensure that it is not misused or abused
in any way. (Chapter 8, page 208 More than a
name: An Introduction to branding)
No comments:
Post a Comment