- Do you express with excitement (meaning, we like using exclamation points!), or are you more matter-of-fact?
- How do you reference employees? (At Zuula, we’re called “Zuulisticators.”)
Knowing these characteristics (and more!) of your company’s personality — and infusing them into your language — will bring your content to life through a strong verbal brand.
Content Focus: Topic
Now, with a strong verbal brand in place, you’ll use this voice and tone throughout your communications. And while you may have to adjust it along the way to match the channel and audience accordingly (imagine yourself at a cocktail party, a job interview, a family reunion), that doesn’t mean you’re adapting the topic.
Cue your content focus.
To pull from our earlier example, our client talks a lot about technology due to what they provide clients. So, technology’s really important for them to discuss.
Do they have to change their tone when they talk about technology? Definitely not! In fact, as plain language advocates, we’d argue that they’ll create even more effective content by sharing technical details in a compelling brand voice. By nature, technical information can be hard to get through. So, you do your audiences a favor when you write clearly and with an engaging voice.
While you may have to use more laymen’s terms when writing to this topic, you don’t have to change your verbal brand to meet this goal!
So, to recap?
- Your Tone expresses your company’s personality through word choice, language styles, etc.
- Your Topic gives your audiences information they need.
And you support the latter with an engaging tone of voice, making these guys the best of friends.
Do you have a verbal brand? Want to learn more. Check out how we can help you brand your communications!