Or: Relax. I can totally help you deliver on your over-promise
Can you guess the number one reason that people pull the trigger and buy Voicebox? (the method/training/course for creating brilliant brand voices.)
Yep. It’s ‘OH SH*T I’VE SOLD A CLIENT ON A TONE OF VOICE PROJECT AND NOW I NEED TO DELIVER IT!’
I know how it goes. You start enthusing about brand voice. Your client gets interested. You know in your bones that you could do interesting, original creative work and they would just love it. Before you know it, you’ve written the proposal and won the gig. Yess!
And also: Argg! How do I actually do this?!
You know it’s not enough to rely on your own creative chops. You want to make sure you’ve left no stone unturned. You know your client will be much calmer and happier if you have some kind of a process that’ll keep stakeholders reassured and aligned.
Plus – you’re intrigued. How do other people run tone of voice projects? Is there ‘best practice’? What can you learn?
Full disclosure. You should totally get your hands on Voicebox. It’s the method I created to help you run brilliant brand voice projects. It’s the only brand voice training out there (in a box) that will show you how to keep the process running smoothly, run inspiring and effective workshops, and push you to do even better creative work.
The six questions behind every successful brand tone of voice project
Now, every tone of voice project I’ve ever run has been different: the brand has been different, the needs of the voice have been different. The size of project, the number of stakeholders, who needs to sign it off, how involved Legal and Compliance need to be, whether there’s training involved, whether the client likes formal milestones or collaborative iteration… all that will be different every time.
But there are six questions that help me start to plan every project. They’re baked into Voicebox, too:
What kind of tone of voice project is this anyway?
Be really specific about the brief. What will success look like for your client? What do they want from a tone of voice? Is it your job to capture a general overall brand vibe, or pin down something more specific? Is this more about fixing a problem, or lighting the touch paper on an opportunity? Do they have a strong sense of what they want, or are they completely in your hands? And what ‘official’ strategic information can help you with this? (Brand bibles, brand personality, key messaging etc). Gather all this up.
What is their writing at the moment telling you about their voice?
Gather up loads of examples of their writing at the moment. What does it do well? What does it do badly? Where are the gaps and opportunities?
What is everyone else’s writing telling you?
Compare it to their sector or competitors – what is everyone else doing? So, where is the opportunity to do something different?
Who has useful, insightful, relevant thoughts and opinions?
Talk to them individually. Or – often more useful – get them together in a brand voice workshop (find out how to run a great brand voice workshop in voicebox) and let them talk, share, debate, disagree, make suggestions, share examples of what they like and dislike.
Who is key to the success of the brand voice project?
Some people have valuable creative or strategic insight. Some people are politically or strategically vital to the smooth running of the project. Sometimes these people are the same. Sometimes, they’re different. Know who’s who.
How does your client prefer to work?
Some clients only feel comfortable if they’re following a clearly defined process, with milestones, presentations and formal feedback stages. Others like to work iteratively and get heavily involved at every stage. Find out how your client likes to work, and factor that in.
Nothing’s ever set in stone, and things often change on the fly. But these are the six questions I ask at the start of every tone of voice project. I’m always looking for ‘what’s the most relevant, lightest-touch process that sets us all up to do our best creative work together’.
Planning a tone of voice project right now?
Investing in Voicebox will give you all the tools, techniques, exercises, prompts and processes you’ll need to run a smooth, creative project.
Want extra support with your tone of voice project?
If your timings are tight, your stakeholders senior, or you’d just like extra support in some way, Voicebox Masterclass gives you all the goodness of Voicebox, plus direct 1-on-1 coaching with me, to support you as you plan your project, deliver your workshops, and create your voice.
FAQS
Do I need ‘official’ training to deliver a tone of voice project?
No – but you probably don’t want to wing it either. Your client might expect you to have clear frameworks and processes in place, which is where Voicebox can help.
Where do I start with planning a tone of voice project?
Every project is unique so you need to get clear on what your client’s goals are, what their current messaging looks like, and who the key stakeholders of the project are including involving legal and compliance teams. Do that and you’ll save a ton of time and feel better prepared.
How long do tone of voice projects take?
It varies massively which is why understanding the scope of the project from the start will help. A small, focussed project and workshop might take only a couple of weeks, but if multiple stakeholders are involved it could run over several months.
How do I analyse my client’s existing tone of voice?
Look at a wide range of their current content. Their emails and socials, adverts and website. Look for inconsistencies and gaps. What are their strengths? This will give you some great insight before making recommendations.
What’s the biggest mistake people make on a tone of voice project?
Honestly? Not asking enough questions. The more information you can gather the more content and insight you’ll have to being your client’s tone of voice to life.