Brand messaging architecture aligns your overall brand communication and brand values across all of your content creators.
A message architecture is a set of communication objectives (usually a list of terms, phrases, and statements) Establish a messaging architecture.
For example, your messaging architecture might include goals like “friendly and playful” or “professional and authoritative.”
Here is an example that Optimizely has created for Facebook:
To create your own messaging shop architecture, compile a list of up to 50-100 adjectives that describe your industry, and categorize them into three groups:
- Who we are
- Who would we like to be?
- Who we are not
After sorting through your adjectives, focus on words in the “Who we’d like to be” category. Group your adjectives into categories and organize them in order of priority (like the Facebook example above).
You can fill them in with subcards and color codes, as needed, to clarify their meaning.
Finally, update your content strategy with your finished architecture.
Step 2: Define your brand’s tone of voice
Now that you’ve determined your company’s “why,” you can begin creating a unique tone of voice.
To begin defining your tone of voice, development of mobile traffic in the czech republic come up with adjectives that describe your desired tone .
You can use the Nielsen Norman Group’s four dimensions of tone of voice to determine which category your brand falls into:
- Funny vs. Serious
- Formal vs. informal
- Respectful vs. irreverent
- Enthusiastic vs. practical
You can also use these “tone of voice words” to define how you want your brand to communicate:
Decide where your brand voice should fall on each spectrum to determine the appropriate tone of voice to use.
Here’s an example from The Adventurers that’s on the irreverent side:
You can use AI tools like ContentShake to determine if your text uses a consistent and relevant tone of voice.
First, the tool will help you write your article using AI and competitive data suggestions. Then, it will score your draft based on readability, SEO, and tone of voice.
For example, you can see which sentences are too formal or too informal and quickly edit them.
Let’s now look at some examples Establish a messaging architecture.
Formal vs. Informal
Using a formal tone can help your brand appear more authoritative, but it can also come across as impersonal.
Informal language can help create a sense of personality and friendliness. On the other hand, using an overly informal tone in the wrong context can make you seem inexperienced or unprofessional.
This tweet from Prada is formal and direct. It doesn’t include emojis and has more serious, editorial photos showing the outfits.
This tweet from Healthy Roots Dolls has a more playful tone. It includes an emoji and fun images:
Funny vs. Serious
When choosing between a funny and serious tone, remember that a funny tone doesn’t work for every business. And humor shouldn’t get in the way of actually communicating with your audience.
Barkbox ‘s 404 page is modeled after a comic book and includes a joke:
Designer News keeps things more serious with their 404 page. They add a touch of creativity, but keep the tone fairly dry:
Respectful vs. Irreverent
It’s good to be respectful of your audience, but don’t overdo it either. You may not seem authentic if you’re always trying to please your users.
Using an irreverent tone, on the other hand, can make your brand seem confident and fun. But be careful not to intimidate or offend your audience.
Safety Wing keeps things on the respectful side. Its overall design and tone aren’t stuffy or serious, but instead maintain a helpful and straightforward tone.
Deadhappy ‘s homepage , however, is the epitome of irreverent tone. It’s funny, unexpected, and atypical for the insurance industry:
Enthusiast vs. Realist
An enthusiastic tone can help you appear australia database directory helpful and friendly. But if used at inappropriate times, it can irritate your audience.
Direct language gives a sense of honesty and simplicity. But if executed poorly, it can appear indifferent or lacking in personality Establish a messaging architecture.