Q. Why Is Creative Tone Of Voice Important Across All Touchpoints?

A. Because Little Things Matter.

Pop-ups, cookie notices, 404 pages … little teeny things really, and yet a massive opportunity to demonstrate a creative tone of voice for your brand and show just how wonderful and unique it is while also demonstrating brand consistency and attention to detail.

In my blog What Is Tone Of Voice In Copy And Why Does It Matter? I talk about the importance of having a distinctive tone of voice.

The strongest brands continue their tone of voice across each touchpoint. Every. Single. One.

Like these …

Creative tone of voice: cookie notices
How often do you encounter a cookie notice that says: ‘By clicking “Accept all cookies”, you agree to the storing of optional cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts blah blah BLAH”?

Every website needs a consenting viewer today. We’re so used to seeing these, we don’t even read them. They’re wallpaper. But they don’t have to be – you can’t have any old thing though; of course, your cookie consent has to do its legal job.

Here’s my one:

Creative tone of voice: 404 errors
Of course, you pray that your customers and clients may never encounter a 404 message on your website. No one wants to be caught out by a missing page or broken link. But do you really want to seem the same as every other brand with the default  ‘404 – page not found’? 

No, of course not.

You need something creative and catchy to soothe the potentially irritated or frustrated page visitor and get them to jump back in rather than spring right off.

For instance: this video page I created for a witty client in the resale industry.

Creative tone of voice: pop-ups
Pop-ups act like a beckoning finger. They lure you back to a page on the website, a seductive offer, or some promise of something more. They congratulate you with a big, virtual pat on the back. And they whisper to you, like a trusted confidante.

Little things matter a lot in helping a brand achieve a consistent, distinctive, and instantly recognizable tone of voice. Boden and Loaf are perfect examples. Think about every little place and opportunity across your communications – the note in your packaging, the side of your delivery van, your email sign-off. All these little things add up to something massive.

Written by me! Kelsey McCartney, creative tone of voice consultant who loves a good one-liner.