In MDes this week our task has been to prototype the poster section of our final show. Part of that process is encapsulating our product not only in what we write about it but ‘how’ we write about it. What is your voice? Is it appropriate to your audience and your product?
A brand I’ve always had admiration for is Innocent, who recently published their first cook book (above). Obviously their products are great but it was the presentation that first got my attention. The illustrations were fun and and playful but that communication didn’t end with the illustration.. it continued on through the copy. The way that Innocent talk to their community is interesting and it’s carried through into other products such as the cook book. I’m not going to go on… i’ll spoil it, but watch this video by two of Innocent’s key management…
The interesting thing is that they say their style of communication is as natural as the products they create… The other thing is that he mentions talking about the product as if he were talking to his ‘gran’. As a rule of thumb we, in MDes, we are often reminded to pitch as if we were talking to a ‘clever Aunty’… it’s not a bad idea… and it’s worked for Innocent!
I was curious though, because this week my wife came home with a new range of smoothies by Tesco. How interesting it is that they too have a ‘chatty’ style to their smoothy packaging… how does this fit with other Tesco lines, the overall Tesco voice?
Well, of course it doesn’t and it’s not intended too. Tesco are making an attempt at going under the radar and persuade you that their smooties are just as good as those really cool (but more expensive) ones on the shelf above.
Clearly you can communicate a lot in your ‘voice’. Maybe as much (or more) than you actually say?
So, my self appointed task now is to find a couple of examples of ‘brand voice’ that I like and that I think is pitched at a similar level to what I should be doing through my show… the hunt is on!
While we’re talking about voice… I was scouring through the websites of a few new Twitter followers last week and came across this site. Intro video’s I thought were a thing of the past… but then you don’t come across many as good as this… and it features an ‘actual voice’ that I was familiar with… back in the day (anyone still on CB radio?). The video says a great deal in a very short space of time and clearly it’s all about the ‘brand’ and ‘story’ in a very clear ‘voice’!
One last thing… here’s a ‘voice’ that branded not only a product but an entire culture… ably illustrated by marketing agitator Eaon Pritchard; also encapsulating these ideas of brand, story and voice!