We have developed a brand guide for travel companies called ‘How to set yourself apart‘, which is designed to help you express your brand personality by creating an individual look, language and community. Read on for a snippet of the guide about how finding your voice can help you differentiate yourself in today’s crowded market, or download the entire piece here.
A brand’s tone of voice is how it says what it says. And, in today’s market, how you say what you say is every bit as important as the content itself.
Honing your company’s tone of voice is crucial in expressing your attitude and personality. When you’re able to write consistently in a tone that is uniquely yours, you are better able to connect with your audience and establish your niche in the marketplace.
But how do you do it? We’ve come up with three key steps to point you in the right direction. Once you’ve established the foundations of your tone of voice, make sure that everyone responsible for writing copy in your company is on board and able to practise your tone with flair.
HOW TO DEVISE YOUR COMPANY’S TONE OF VOICE
Step 1: Figure out who who are you talking to
Step 2: Decide on the three key principles that define your tone of voice
Step 3: Plan out what channels you use your tone of voice in
TOP TIP: AVOID CLICHES AS FAR AS POSSIBLE
Travel is rife with clichés. How many times have you heard a place described as “a blend of old and new”, with a “bustling market” and “something for everyone”?
It’s easy to fall into the cliché trap. But do try to avoid it, as far as you can. One of the best ways to do this is to “show not tell”. Rather than simply say “a stunning landscape”, describe the craggy mountains, the pine-covered hills or the blushing pink sky.
Another way to avoid a cliché is to simply say what you mean, and mean what you say. Travel writing is renowned for being over-the-top: speak to your clients honestly and you will gain their trust through authenticity.
Find out more about the steps you can take to using your tone of voice to set yourself apart from other travel companies. You will see examples of how others have done it really well, as well as finding out what other things you can do to keep one step ahead of the game.
This might sound harsh. But if travel companies tried to differentiate themselves based on product alone, it would be impossible.
Visual tools are equally important as what your company says and how they say it in making yourself stand out from the crowd and communicate with your kind of traveller.
Visualise your typical client. Or, even better, your ideal client. The client who makes your sales team grin when they’ve finished a conversation, the client who just ‘gets’ your company and is delighted with the service you provide them.