Two olive oils, two restaurants, two research projects can look alike from the outside. Positioning says what makes you different. Tone of voice says how to tell it, every time, to every audience.
Positioning
We start from what you actually do, not from what sounds good. Together we answer a few questions:
- who you exist for and what you solve;
- what you do better than others, or differently;
- which values guide your choices, even when they cost;
- what you want people to remember after meeting you.
Tone of voice
Tone of voice is the way you speak: formal or direct, technical or simple, playful or sober. We write it down in a practical guide, with examples of phrases to use and to avoid, so that anyone who writes for you (staff, members, collaborators) sounds the same.
The dish is gone. The recipe stays.
A tone of voice guide is a recipe in the fullest sense: it stays with you and keeps working even without us.
Frequently asked questions
Is it useful for a restaurant or a small company too?
Yes, that is where the effect shows early: a clear positioning and a shared tone of voice make the menu, social media, website and the way staff describe the dishes consistent.
And for a research project?
Yes: it helps all partners talk about the project in the same way, and be understood by people outside research. See also EU projects.