Last year we were tasked with creating the tone of voice guidelines for Cormar Carpets.
The carpet manufacturer was undergoing a rebrand at the time and required TOV rules to work alongside the new logo and brand guidelines.
We worked closely with the client to understand the following before kicking off the project:
- The company ethos and values
- The heritage and history of the business
- Their carpets and the level of quality
- Their objectives as a brand
Key to the creation of a tone of voice that speaks to an audience and showcases the values of the business, is to get under the skin of the consumer.
We mapped out their pain points and pleasure points. The purchase of a carpet can be a difficult process. First-time buyers for example will go into it with no previous experience.
What part does cost have to play? What is the best carpet type for the heavy-traffic areas in the home? How do you know which carpet to choose in a home with pets? Who knows anything about underlay?
That kind of thing. It can be a struggle. You need a manufacturer you can trust.
But it’s also emotive. The right carpet completes the home. It’s the first thing you feel underfoot in the morning and last thing at night. It brings warmth, luxury and embodies the fluffy feelings of family and home.
Practicality and luxury. They’re two very different things, but essential for the flooring in the home.
The Cormar Strapline is:
“Making your home just right”
It nearly encompasses both. The TOV had to match.
We created guidelines that focused on the needs of the audience and the positioning of the brand as a family-run business with family values at heart. The guidelines consisted of:
- Who we are
- Our values
- The way we speak
- Customer pain and pleasure points
- Copy dos and don’ts
- Channel examples
We’ve just been through a similar process for a new legal client with an unique disruptive proposition.
These are five very different examples, but the process always rings true. Get under the skin of the consumer. Find out who they are, what they care about and speak to their pain and pleasure points in your own unique way.
So, why does TOV matter?
Sometimes clients struggle to see the value. They question the investment for something they can’t immediately assign performance metrics to.
The value exists in the way you interact with your consumer. Consistency is key. As are authority and credibility. A disjointed approach to consumer communication shows a brand that is confused. Customers want brands that are sure of themselves and can illustrate exactly their place on the market.
TOV is a key way of doing this. Without a consistent tone and message, your social content will underperform. Your onsite content will lack the credibility and authenticity.
Consumers care about the story and they want to see yours. We can help you tell it.
To learn more about our work within branding and tone of voice, get in touch with us today. We’ll show you some examples of the great work from our team and chat about your requirements.