Tag Archives: creative brief

There’s nothing like the term “Tone of Voice” statement in a creative brief to set off a bullsh*t detector. Why? Because most tone statements are written by account executives aiming to placate a client, top managers, and frequently family members. That doesn’t mean it’s not useful. Just like your mom screaming at you after painting your face in peanut butter, the sound of your brand can speak volumes about your brand if managed correctly.

For example, a computer company may show how easy its products are to use through minimalistic designs, humanistic typography, and friendly TV characters that don’t use scary technical terms. The tone created by these elements could only be Apple. The secret, we believe, is creating a feel, a look and a tone of voice after a creative exploration of a strategy. Tone is something to be discovered not dictated.