Page 75 - Customers Final

FROM IMAGINATION TO SUCCESSFUL PRODUCT LAUNCH

communication channel. The written tone of your voice
determines the personality of your brand through
writing. The tone of your voice is like the volume
controller that controls how you say and what you say in
your writing.

The best way to do this is to have three values as an
example - fun, friendly and economical. Then take these

values and decide on the style. Here are some extremes
for each style Serious to Funny, Formal to Friendly,
Warm to Disconnected, Bouncy to Relaxed.

Font - picking out fonts is all up to you. You can use
whatever font you like, but you need to trust your
instincts and decide what is the most practical for your
needs. You need to consider what will work best for your

brand style or the image you want to portray. However,
it is not possible to say which specific font would be
suitable or unsuitable - some could just not be
appropriate for your message, tone and style.

This is where your choice of voice and style will help you
decide, as different fonts are decorative, fun, romantic
or classic. Remember to always have a primary,

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