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What's the difference between writing copy and writing for a brand? What are the things you need to think about? How do you go about it? It's all a question of tone.
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A QUESTIONTONEOF
WHAT IS TONE?It's not what is being said or done. It’s a matter of how.
The mood or feeling the writing creates.
The general character or attitude of a place, piece of writing etc.
IT’S NOT WHAT YOU SAY. IT’S HOW YOU SAY IT.
THE MESSAGE
THE TONE
THE MESSAGE
THE TONE
TONE CREATES MOOD.
In writing, tone is the speaker's or narrator's choice of words and attitude towards the subject.
Mood is what the reader feels. It’s produced most effectively through the use of setting, theme, voice and tone.
WRITERS CREATE READERS FEEL
BRAND TONE IS ALL ABOUT PUTTING PEOPLE IN THE MOOD TO BUY.
I LIKE YOU I KNOW YOU I WANT YOU LET’S GET TOGETHER.
Brand toneis the waywe talk.
Worksbest when
always the
same.
MESSAGES AND AUDIENCES MAY CHANGE HOW WE TALK.
BUT WE DON’T EVER CHANGE WHO WE ARE.
OUT WITH YOUR MATES
AT A FAMILYBARBECUE
AT A JOBINTERVIEW
WITH YOURGRANDMA.
THINK ABOUT HOW YOU TALK:
THE WAY YOU SAY THINGS CHANGES. BUT YOU DON’T CHANGE AT ALL.
YOU CAN’T JUST“PUT ON THE OUTFIT”
YOU HAVE TOBE THE CHARACTER
AND THAT’S THE POINT:
STANISLAVSKI - AN ACTOR PREPARES.
WRITING AS A BRAND IS LESS ABOUT WRITING.
IT’S ABOUTACTING
IT’S ABOUTBEING.
IT’S ABOUTBEING
SO BEFORE YOU WRITE, THE FIRST, LAST AND MOST IMPORTANT QUESTION YOU NEED TO COMPREHENSIVELY AND INTIMATELY ANSWER IS...
SO THE FIRST, LAST, MOST IMPORTANT THING THAT YOU NEED TO INTIMATELY UNDERSTAND IS....
WHOAM I?