It’s not what you said,
it’s the way you said it
That old chest-nut, when you are mid-way through an argument about something ridiculous, and your partner asks: “what is it, what did I say?”, to which you reply “it’s not what you said, it’s the way you said it”. Essentially we are talking about TOV or rather, Tone of Voice, the way in which we express our words. Tone is vitally important amongst our daily communication, and by that same token it is just as important in the way we communicate as a brand or organisation. Having a consistent tone of voice creates familiarity and trust. In the same way that your tone changes during an argument and creates a sense of unease, so does a drastic change in tone when communicating as a brand. A consistent tone also allows your audience to connect, making your brand easily recognisable.
Below are examples of brands that can hold their tone.
MONT
Jewellery brand MONT brings luxury and play together, through the delivery of meticulously crafted, handmade pieces of fun jewellery with precious stones and metals.
MONT is supported by a strikingly bold visual identity and a Tone of Voice which speaks to the loudness of the brand whilst at the same time provides a no-nonsense approach to delivering information to the customer. The TOV is consistent across all the brand touchpoints and is underpinned by an inclusive vernacular which allows the audience to form a meaningful connection.
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Playful craftsmanship
The Old Clare Hotel
There was once a notorious drinking hole in Sydney’s district of Chippendale. Unpretentious and a little rough around the edges, it was the type of place where if walls could talk—they certainly world. After closing its doors and staying unused for many years, the site was eventually bought by developers who had the ingenious idea of turning this once old and haggard boozer into a youthful and luxurious boutique hotel.
Melbourne-based Studio Round took on the task of creating an identity for the new and improved Clare Hotel. The brief: breathe life into the old dame; and at the same time retain her glory days. The Clare Hotel became The Old Clare, placing a matriarchal benchmark from which to feed her look, feel and tone. The Old Clare new TOV is no-nonsense, dry and direct and is consistently depicted across all the brand’s touch-points. The nod back to her rougher days creates an interesting and smile-worthy contrast for her now more luxurious surroundings.
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Breathing life into the old dame
