When tone of voice is your superpower
There’s no shortage of beauty brands in the world. So what can you do to make sure yours feels, looks and sounds different than all the rest?
As someone who has been writing about beauty in some form or another since before you could shop on Instagram, I know a thing or two about skincare. I’ve also spent approximately half of my accrued lifetime wealth on serums, creams and lotions. So the consumer angle is covered here too.
First and foremost, when it comes to launching a new beauty brand in 2022, it matters that your products work. These days, it’s not just Gen Z who consider themselves skinfluencers. Even my Mum knows what Retinol is. So nailing an effective formula really is the bare minimum.
Next, you’re going to want to be 100% transparent about how your products are produced. Are they vegan? Made in Australia? Formulated by real chemists? Packed using sustainable materials? Consumers genuinely care about brand values. So best to have yours in check from the get go.
So you’ve nailed efficacy and authenticity. But so has your competitor. Plus, I just spat out my almond latte reading one of their Instagram captions.
Here comes the good stuff. And it’s less scary than you think. In my humble however expert opinion, tone of voice is the #1 thing that can set your brand apart. Yes, words. We all use them. But which ones, in what order, on what platform? This is called copywriting, it’s a form of marketing (you may have heard of it) and it could be the thing that makes your brand give frank body a run for his money, or fall towards the back of some lovely person’s shelfie.
The key to crafting an unforgettable tone of voice is linking it to your purpose and values. Something which I did when putting together a comprehensive tone of voice guide for hot new Aussie label Barni Skin.
Make your holiday glow last forever.
They’d already nailed formula, transparency and values. But needed a way to communicate their ‘endless summer’ attitude into words that sounded unmistakably Barni. The result? The above fun and flirty tagline, and an entire document full of key messages, Dos and Don’ts and Grammar rules that define a brand tone that is unlike anybody else’s.