It is often useful to re-visit your brand’s tone of voice. Does it truly reflect your brand, your product or service and your clients? If not, you may wish to conduct a brand audit to assess what is working for you – what is really valuable? You can think of it as having different bank accounts – which one is earning the most interest? This helps you focus and creates an opportunity to re-fresh the current mix.
A family-run business celebrating their centenary next year, Özerlat looked to attract a younger, wider UK audience. References to their heritage and roots are given a modern face-lift – the tulip, an iconic Turkish symbol, is drawn with a contemporary feel; bright, bold colours dominate their packaging; atmospheric photography sets the scene. Within a few months after the new brand launched, there was a 50% increase in stockists.
Depending on the brand, it is often effective to adopt an outwardly relaxed tone of voice as this oozes self assurance whilst also making you more interesting (i.e. not boring and stuffy!). This is to be balanced with rigorous design principles and a disciplined style approach to retain your positioning.
Using unexpected channels or evolving your brand platform will keep an attention-poor audience connected to your brand.