Vikki Ross: How to create, define and protect a tone of voice
Wanna know how to create a proper tone of voice? Listen to the legend herself, Vikki Ross, tell you how it’s done.
01:28 Vikki’s background
03:21 Where does a copywriter start when creating a brand tone of voice?
06:39 What activities or questions help a copywriter get to grips with the personality of a brand?
11:47 How can a copywriter prepare participants and get them involved with all of these activities?
14:04 Oreo Example
15:37 What’s the process of defining of voice?
19:06 How do you start to make sense of all the information and transpose it into the first iterations of an actual voice to show the client?
22:05 How do you navigate the client’s challenges?
24:23 Ryanair-BA-Virgin Atlantic examples
26:19 How do you protect a tone of voice?
30:00 Nexflix and Adidas examples
31:26 Recommendations for modelling tone of voice brand guidelines
33:56 Tips for managing relationships and getting work out the door
36:06 Tips to help copywriters manage their time on tone of voice projects
37:32 What is Word Tonic?
40:30 Name that attraction
43:00 Sponsor Message