You want to build identity and familiarity through colour and by including this in your brand video, it is an effective way to make your company stand-out.Īlso, the messaging that the CEO of your company wants to portray can be calm, reflective or engaging which may be reflective of that brand’s tone.Īnother way to describe ‘tone’ might be by thinking of your favourite brands: Coca Cola Example ‘Tone’ can be representative of that ‘voice’ and be reflective in different ways but should always represent your voice.įor example, a consistent subset of colours that are being used across all your social media channels: YouTube channel, twitter, instagram, etc. So your brand might be considered ‘lively’, ‘exciting’ and ‘professional’. ‘Voice’ represents your brand personality as a whole. If you breakdown ‘Tone of Voice’, there are some general definitions which allow you to get to grips with the overall idea. Really, when it comes to advertising and marketing that would also be connected to the ideas of ‘feeling’ and the ‘connection’ you might get when a consumer is able to ‘feel’ or ‘experience’ that particular product or campaign. If you appreciate the definition of the word as a noun, it references ideas of character, an ‘attitude’ of a ‘place or situation.’ The direct Google definition of ‘Tone’ is as a noun, ‘ the general character or attitude of a place, piece of writing, situation, etc.’ and as a verb, ‘ harmonize with (something) in terms of colour.’ Once this is established, you can then hone in on creating the correct tone for this particular brand.īut what is ‘tone’? What does the word embody? It all begins with communication between the creative agency and the prospective company.Įnsure that each party is crystal clear on the aims and tone of the video. A humorous take might be a zoom-in on an actor’s face.Ī more serious video might even have more neutral colour tones to present a sombre mood. ![]() What this means is, that if the company is a restaurant for example you may be able to have some more fun, include humour or show more personality than a more traditionally corporate business.Ī filmmaker must use editing, camera work and perhaps animation or cartoon that highlight the style, tone and feeling that the business or brand is going for. Why? Because you need to to identify the goals, ethos and identity of a business first before you can translate that over to video. It’s very important to think about ‘tone of voice’ from both a marketers and a filmmaker’s perspective.
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