Copywriting, Tone of Voice and Brand Archetypes
“Writing serves to communicate, to transmit information or feelings from mind to mind, from place to place and from time to time, and those who are not understood by anyone transmit nothing, they cry in the wilderness.”
Perhaps it didn’t take Primo Levi to say it, but he said it himself. Because yes, those who write need to reiterate it to themselves and to others, every time they start to fight with a blank page, every time they start looking for individual words and the right combination of them to give life to something new, a new little world. Whether it’s an essay, a novel or an advertising campaign, the rule is always the same: if your writing is not understood, you’re crying in the wilderness. Words are what create relationships. And if these are delegated to approximate, half-hearted writing, they lose all their power, that of uniting people together or of uniting people and brands , in the case of advertising writing. So, are we sure that the texts of a website, the messages of a new advertising campaign, the Tone of Voice of a brand don’t need to be studied and curated with the utmost attention?
Copywriting: What are we talking about?
Its field of application is marketing communication .Its medium is words: copywriting is the activity of writing advertising texts and content that form the voice of a brand . Every brand “speaks” to potential customers with the aim of converting them into actual customers and “speaks” to actual customers with the aim of making them increasingly loyal. Words build and bind and the aim of this dialogue is only one: to transmit a message in the most direct way possible .Without leaving room for doubt. The surgical choice of words produces clarity. Clarity produces actions .Whether it is sales, following on social media. Filling out a form. But be careful, playing with writing means walking a tightrope: if you make a false step, you fall. Words are like the packaging of a product. The label of a good wine: they can make it appear excellent or terrible. It depends on the use we make of them. They can build value around a product. Justifying its high price or vice versa, they can make us perceive that it is worth a few cents. Using the right words is the copywriter’s job and that’s why your company can’t do without it.
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Tone of voice: the verbal identity of the brand
The most important strategic activity pазбираемся с административными делами, чтобы можно было расслабиться во время … that the copywriter is responsible for is certainly the definition of the Tone of Voice, that is, the set of semantic, stylistic, and lexical elements that make up the verbal identity of a brand. Simply put, the tone of voice is the way a company speaks and must always be consistent in all components of the communication strategy. So, once identified, let’s hold on to it, let’s make it adhere perfectly to the personality of our company : who would ever expect a formal and set language from brands like Redbull or Netflix? Who would expect a colloquial language from a public administration? A well-defined Tone of Voice makes the brand more unique, memorable, human and closer to people. But let’s not consider this choice an obvious and unoriginal choice: there are more and more companies that amaze with Tone of Voice that are different from what you would expect. An example is Tavernello. Just open a post on social media to see how the historic wine company presents itself with an irreverent, fresh tone that differentiates it from all its competitors. And it is precisely this difference that becomes value, because it clearly positions Tavernello in the minds of users, making space among more classic and informal voices that characterize the wine sector.
Brand Archetypes: Let’s Use Them to Establish the Right Tone of Voice
As we have said, Tone of Voice is a crucial bi lists element in creating a strong brand identity, and to identify the perfect one for your company, archetypes can be a very effective tool.
But what are they? Psychological models that represent specific personalities and characteristics. Based on the values that best represent the company, the emotions it wants to convey to the outside, you choose an archetype and it will be a natural consequence to tailor a Tone of Voice to it, which dresses it in a coherent and authentic way.
Let’s get down to business: here are some examples of archetypes, defined and developed by analytical psychology expert Carl Gustav Jung.
The Innocent : A brand with this archetype will communicate in a simple, honest and optimistic way. The Tone of Voice will be kind and sincere, with the aim of creating trust.
The Rebel : A rebellious brand will have a bold, provocative and unconventional Tone of Voice. It will be aimed at an audience that loves to challenge the status quo.
The Sage : This archetype will inspire a thoughtful, informed, and authoritative tone of voice, aimed at those seeking expert advice.
The Lover : A brand with the lover archetype will use a sensual, engaging, and passionate tone of voice to create emotional connections.
The Model Citizen : The tone of voice of a brand with this archetype will be respectful, responsible and trustworthy.
The Explorer : An explorer brand will adopt an adventurous, curious and open-to-change tone of voice.
The Creative : Will be innovative, imaginative and inspiring, encouraging creativity.
The Comedian : A comedian archetype will use a humorous, fun, and light-hearted tone of voice to make the audience smile.
The Leader : The Tone of Voice of a leading brand will be authoritative, direct and assertive.
The Caretaker : This archetype will use a caring, protective, and safety-oriented Tone of Voice.
Choosing one of these
archetypes means defining your values and establishing a tone of voice accordingly. The latter becomes a rule: we must respect it everywhere, it must be reflected in all points of contact with customers, from social media to the website and advertising campaigns. In short, the brand must always speak in the same way, only in this way will users begin to know us and recognize us from competitors.
In conclusion, investing time in defining the Tone of Voice with brand archetypes is an essential step in your strategy: it will lead to more effective communication and the creation of a deeper connection with people, affirming the brand values and distinguishing you from the competition . And it should not be underestimated that a clearly defined Tone of Voice guides all employees in corporate communication, reducing the risk of contradictory or off-topic messages.
So, are they just words?
Absolutely, but they are very powerful: they are the building blocks of your company’s identity.
