The way you say things really matters; the right tone of voice is what makes users return to your site.

But nothing makes the content makers heart sink deeper than being told a branding agency has come up with 16 adjectives that “sum up the brand” – and hey, could you use them across all comms please?  If your writers can’t remember these words off by heart, they are useless.

It takes just three words to triangulate the tone of voice for the largest organisation.  For the Holy Roman Empire it was “Veni, Vidi, Vici” – I came, I saw, I conquered was a cry that inspired an Empire. For revolutionary France it was “Liberté, Egalité, Fraternité.”

There is not a brand that needs more.

Posted in: Infographic of the day