Brand Tonality

Whether writing an elevator speech or advertising copy, it is important to get the brand's tonality right. This should be informed by the brand archetype, personality and voice, which are part of the strategic brand positioning exercise. 

For instance, do you want Tom Bodett ("We'll leave the light on for you."), Alister Cooke (PBS Masterpiece Theatre host) or someone else to represent your brand? Is your brand edgy or conservative? Does it have a sense of humor or is it serious? If your brand has a sense of humor, is it witty, sarcastic, slapstick, highbrow, dry or something else? Is it erudite or homey? Is its vocabulary large or small? If it were a writer, would it be John Steinbeck, William Faulkner or someone else? Is it hip and trendy or is it timeless? What sort of music is appropriate for the brand? A James Taylor ballad, a Beyoncé hit, a Mozart concerto or something else?

Don't leave your brand's tonality to a copywriter's guesswork. And don't allow every communication to assume a different tone on behalf of the brand. Decide upfront on your brand's tone and then stick to it.