Guidelines for writing lines
Building a brand's tone of voice
Client:
Brief
PayingTooMuch
Year:
2023
The brief was to evolve the brand guidelines with a Tone of Voice brand book to support the newly developed brand identity. Providing the team with a set of rules and principles to ensure that the brand personality is visible across all marketing and communications channels.
Solution
After collaborating with an agency, the visual identity proved successful across marketing channels; however, the tone of voice guidelines lacked depth and understanding of the insurance industry. Bringing the Tone of Voice guidelines internally, collaborating with the Staysure Group content director and PayingTooMuch content manager.
The guidebook consisted of 35 pages split into five sections. Constructed with both internal and external audiences in mind. The Tone of Voice sounds human and emotional, moving away from corporate tones and jargon. Translating complex compliant language into short digestible content. Ensuring that we sound real, build trust and are direct. No hiding behind long phrases.
The tone of voice was then rolled out across multiple marketing channels, emails, affiliate banners, paid and organic social media, written blog posts and printed advertising. This was an exciting experience for me as I transitioned from visual branding to content and strategy brand development.
