Brand copywriting: The tones of voices signed by Elias

In the world of branding, how a brand expresses itself is as important as its visual identity. The Tone of Voice (or tone of voice) is the distinctive way in which a business communicates and connects with its audience. But what is the Tone of Voice, and why is it crucial for brand recognition?

What is the Tone of Voice?

The Tone of Voice refers to the way in which a brand communicates with its audience through words, whether in marketing messages, on social networks, or in exchanges with customers. This tone of voice goes far beyond the simple words used: it reflects the personality And the values of the company.

The Tone of Voice is basically an extension of brand identity. It helps define how the brand is perceived by its audience and plays a major role in building a lasting emotional connection with customers. A well-defined tone of voice allows you to be recognizable and consistent across all of your brand's deployment media.

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The Tone of Voice in Marketing

Why is it important to pass the Tone of Voice?

The Tone of Voice is not limited to expressing ideas in a formal or casual way. It is a powerful tool to differentiate your brand in a saturated market. If your tone is poorly defined or inconsistent, it can cause confusion for your audience. On the other hand, a controlled tone makes it possible to:

• Differentiate the brand : In a competitive environment, tone of voice makes you stand out, just like a distinctive logo.
• Creating an emotional connection : It helps build a trusting relationship with your audience.
• Communicate effectively : An appropriate tone can strengthen the understanding of the message and improve the impact of communications.

Humanization of relationships

One Tone of Voice effective humanizes the brand, which is increasingly sought after by consumers. People want to interact with brands that are authentic and speak their language. By creating a voice that resonates with the values and emotions of your audience, you strengthen engagement and create a close relationship.

Strengthen corporate authority

The tone of voice can also establish brand credibility. For example, a company that opts for an expert and confident tone of voice will be able to strengthen its authority in its sector of activity. By combining your voice with your area of expertise, you can position your brand as an essential reference.

Some examples of catchphrases written by Studio Elias:

KAOLIN project: a soft and inspiring tone.

The tone of voice that we developed for Kaolin reflects both inspiration and informed support. As a player in B2B coaching, Kaolin is positioned as a guide that lights the way for its customers. The catch phrases we've created perfectly embody this spirit of light and transformation:

• Our support: your new superpower evokes a dynamic of growth, where personalized support becomes a powerful lever for success.
• Unleash the best in you encourages customers to surpass themselves and reach their full potential, in line with Kaolin's philosophy.
• Know yourself better, project yourself more, evolve focuses on personal and professional development through a process of introspection and continuous progress.

Ce Tone of Voice strong and inspiring brings a touch of light to Kaolin's communication, while strengthening its role as a guide and trusted partner in the business world.

Catchphrase Kaolin

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PIPOLE project: quirky phrases that recall childhood.

The tone of voice that we developed for Pipole reflects a playful spirit and a return to childhood, while combining a creative and technical approach. As a specialist in the production of video content, Pipole supports its customers lightly, while propelling them towards ambitious and innovative projects.

The catchphrases we created embody this playful and daring spirit:

• We let you get on our shoulders. You will be even taller. : This sentence highlights Pipole's role as a springboard for its customers, helping them to see further and to grow in their projects.
• You will even have the right to a snack if you are good. : By integrating a nod to childhood, this sentence reinforces the playful tone of Pipole while creating proximity with customers.
• Head full of childhood dreams : A call for imagination and creativity, encouraging brands to push boundaries and dream big.
• Pipole, your new superpower. : This punchline highlights the partnership with Pipole as a major creative force, giving customers a new ability to achieve their goals with originality.
• We have existed for 2 years 3 quarters. : A touch of humor and modesty, underlining the young and dynamic side of the team, while remaining rooted in success.

This tone of voice reflects both the childlike and creative spirit of Pipole, while remaining professional and oriented towards innovative solutions. Pipole's communication is inspired by this return to childhood to inspire, entertain and transform the engagement of brands and their audience.

Catchphrase Pipole

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Fuga Family Project: The gastronomy of tomorrow.

Fuga Family is a Parisian brand that offers unique living spaces and culinary experiences, combining escape, creativity and gastronomy.

The tone of Fuga Family is both relaxed and daring, appealing to an invitation to escape in the heart of Paris:

• Leaving Paris in Paris : A nod to the idea of escaping without leaving the city, promising unique experiences.
• You are not done escaping : Fuga Family offers continuous discoveries and a promise of adventure with each visit.
• You won't be disappointed with the trip : This sentence reinforces the idea that each Fuga Family concept guarantees an unforgettable experience.
• We have nice things for you : Simple and direct, this sentence focuses on the quality of the offers.
• Fuga, a gourmet team that creates crazy concepts : This signature highlights the creativity and gluttony at the heart of Fuga Family's DNA.

riviera

With breathtaking views and an unparalleled gastronomic experience, Riviera's tone of voice is elegant, yet accessible:

• For grand palaces. With a view of the Grand Palais : A promise of top-level gastronomy in a sumptuous setting.
• The best of gastronomy in the best of atmospheres : A commitment to combining culinary excellence and a unique atmosphere.
• Once you've tasted the Seine, you can't do without it : A nod to Riviera's exclusive location, suggesting addiction to this experience.
• Gluttony is a very nice defect : An invitation to savor without restraint, by emphasizing hedonism.

Francette

Francette embodies an ode to France in an iconic setting, at the foot of the Eiffel Tower:

• Leave Paris without losing sight of the Eiffel Tower : An invitation to escape while staying in the iconic setting of the capital.
• It's not a restaurant, it's an ode to France : Francette celebrates French culture and gastronomy.
• 1 concept, 3 floors, at the foot of the national emblem : A reminder of the multiple experiences that Francette offers, in a setting as emblematic as the Eiffel Tower.
• Lulled by the music of our DJs, dazzled by the twinkling of the Eiffel Tower : A festive and memorable atmosphere, perfectly integrated into the Parisian spirit.

Laïa

Laïa offers an authentic Mediterranean experience, far from the hustle and bustle of Paris:

• It is like an air of the Mediterranean : A call to escape with a touch of sun and Mediterranean warmth.
• Forget the gray Paris weather, say hello to the sun : Laïa promises a radical change of atmosphere, warm and welcoming.
• Come and get lost away from the Parisian hustle and bustle : An invitation to relax and get away from it all, while staying close.
• Put octopus in your lives : A fun phrase that recalls authentic and characterful Mediterranean flavors.

This tone of voice highlights the originality and elegance of Fuga Family, while infusing each place with its own, quirky and gourmet personality, inviting each visitor to live unforgettable experiences, in the heart of Paris but far from everyday life.

How do you define the Tone of Voice for your product or service?

Identify your brand values

Before defining a Tone of Voice, it is important to know the values and mission of your company well. Ask yourself the following questions:

• What is the personality of your brand?
• How do you want to be perceived by your target audience?
• What emotions do you want to arouse?

Adapt the tone according to the target audience

Your audience must be at the heart of your communication strategy. A tone of voice that works for an innovative tech startup can be very different from that of a luxury brand. Adapt your tone according to the expectations and preferences of your potential customers.

Consistency across all channels

Once your Tone of Voice has been defined, it is essential to apply it consistently across all communication channels: website, social networks, newsletters, advertising media. Inconsistent tone can damage brand image and cause confusion for consumers.

How to move forward and optimize your brand platform.

A thorough reflection on the Tone of Voice may take time, but it's well worth it. A brand that succeeds in finding a consistent, authentic, and engaging tone of voice earns the trust and appreciation of its target audience. It thus becomes a strategic element for a clear, memorable and impactful communication.

Studio Elias, copywriters who are experts in tone of voice

The Elias Studio is at your disposal to assist you in the definition of a Tone of Voice tailor-made, which will perfectly reflect the identity of your brand.

We incorporate the writing of powerful catchphrases into your image during positioning work. Take a moment to discuss this with the team.

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