{"id":70533,"date":"2013-06-05T15:55:52","date_gmt":"2013-06-05T15:55:52","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/tone-of-voice-the-big-three\/"},"modified":"2013-06-05T15:55:52","modified_gmt":"2013-06-05T15:55:52","slug":"tone-of-voice-the-big-three","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/tone-of-voice-the-big-three\/","title":{"rendered":"Is it possible to talk about tone of voice without mentioning the big three?"},"content":{"rendered":"

 
\nHave you ever decided that you wanted to speak with the voice of, say, Brian Blessed? It\u2019d be fun to have such a distinctive, booming sound for a while – but eventually, you\u2019d probably get sick of people mistaking you for the man himself. Sounding exactly like someone else doesn\u2019t always work in your favour, so why do brands do it?
\nWhen we ask our clients the question \u201cHow do you want to sound?\u201d during our Blueprint workshops, the most typical answers we get include one, two or all of what we\u2019ve termed \u2018The Big Three\u2019. That\u2019s Innocent, Apple and John Lewis. \u201cWe want to sound like them.\u201d
\nIt\u2019s true that these three companies have all mastered tone of voice<\/a>, and that they\u2019re instantly recognisable. More than that, the brands are all respected and trusted by consumers thanks to a consistent and honest image. It\u2019s not that surprising that you\u2019d want your own brand to sound like them – the problem is that, to truly stand out from the competition, you need to sound like YOU.
\nOnce we get past that initial answer of \u201cWe want to sound like\u2026\u201d and start asking why<\/u> that is, something interesting happens. The next answer the client gives is something along the lines of \u201cWe want to sound honest\/friendly\/likeable\/informal.\u201d While those may be traits you\u2019ve recognised that you share with The Big Three, to get those ideas across you don\u2019t need to mention those brands at all. It\u2019s possible to have a tone of voice that includes all of those characteristics and still ends up unique.
\nBy taking a journey through your brand identity with a tailored Blueprint, we\u2019ll help you to work out who you really are and what you stand for. It\u2019s worked for plenty of our clients in the past – so why not join them?\u00a0 Get in touch today<\/a> to arrange a workshop.<\/p>\n","protected":false},"excerpt":{"rendered":"

  Have you ever decided that you wanted to speak with the voice of, say, Brian Blessed? It\u2019d be fun to have such a distinctive, booming sound for a while – but eventually, you\u2019d probably get sick of people mistaking you for the man himself. Sounding exactly like someone else doesn\u2019t always work in your […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,414],"tags":[],"class_list":["post-70533","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\nIs it possible to talk about tone of voice without mentioning the big three? - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/tone-of-voice-the-big-three\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is it possible to talk about tone of voice without mentioning the big three? - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"  Have you ever decided that you wanted to speak with the voice of, say, Brian Blessed? 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