Today’s brands need to show the world what makes them special. Increasingly, that isn’t their product – it’s the way they talk to their audience. Take Virgin Atlantic and British Airways for instance. They fly the same planes, to the same airports, for the same prices. The big difference between them is the way they talk to their customers – it’s the reason someone might choose one over the other. But super successful brands have more than just a distinctive tone of voice. And they sell much, much more than just their products. They’ve got the skill, the insight and the language to sell their audience a promise, an idea or an emotion. Take a look at Apple’s iPhone5s campaign to see what we mean.
Quietroom helps brands talk in a way that’s clear, vivid and real – so their story makes sense, so their ideas come to life, so their message sticks.
What we’ve achieved
We produced a tone of voice guide for Which? along with workshops to roll it out, to help them broaden how people see the brand. Brand awareness has risen, member numbers are up and response to online advertising has increased by 18% against control in a recent campaign.
Vitality asked us to help reposition their brand, and explain it engagingly. After auditing their existing brand and copy, we created a three-word brand essence, messages around it, and a set of practical language guidelines. The whole team can now write and speak in way that lives up to the Vitality brand.
The spoof brand guidelines we wrote for Santa got 2.9 million hits on our website, won two awards, and ended up on 5Live.