For this exercise I had to choose a brand which I feel I understand. The brand I chose was Simple. I decided to choose Simple because I used a lot of their products regularly and it is a brand which works well with my skin.

 

 

 

In order to help everyone who is involved in the brand’s message understand, the three main devices used to maintain the brand’s language and tone is:

• a word bank
• a brand dictionary
• a tone of voice guide

Create a word bank

• language for our internal messages
  • kindness
  • cruelty-free
  • most loved
  • recyclable
  • vegan
  • biodegradable
  • UKs #1

• how we speak to our customers
  • friendly
  • open
  • professional
  • helpful

• writing for our website
  • insightful
  • honest
  • professional
  • informative

• creating content for brochures and catalogues
  • range of products and information
  • trustworthy
    • certified by PETA to be a cruelty-free brand
  • consistency
    • logo
    • colours (green and white)
    • message
    • beliefs

Create a brand dictionary

• key calls to action
  • skincare tips
  • stories of kindness
  • philosohpy
  • more on glowing skin
  • discover now

• contact phrases
  • send us an email – we’ll get back to you soon
  • discover more on Simple
  • call free on UK Careline
  • looking for more skincare advice? Sign up here for Simple tips, tricks and product suggestions

• how Simple describes themselves to customers
  • the UKs #1 Facial Skin Care brand
  • we believe in kindness to skin, our planet and people
  • Simple has always been kind to skin

• terminology used for product ranges
  • Protect ‘N’ Glow
  • Organic Hemp Seed Oil
  • Water Boost
  • Kind to Eyes
  • Daily Skin Detox
  • Kind to Skin

Create a tone of voice guide

• three words which describe its essence
  • kind
  • sustainable
  • ethical

• a short strapline summarizing its raison d’etre
  • Simple exists to provide customers with a reliable, trustworthy brand which is safe for our skin, planet, animals and people.

• Simple makes a strong emphasis on kindness. Not just on skin by not using harsh chemicals, added colours or perfumes but also the planet to make their products recyclable and kind to animals also by being cruelty-free. They are committed to using ingredients that have passed their strict mildness criteria so that they are suitable for sensitive skin.