Clickl - Brand Guidelines

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Do brands really need a Tone of Voice?

Language isn't just a communication tool. It's a magic trick that can transform how people experience a brand (and people seem to love magic).

A brand’s voice is not about simply convincing to buy a product, it’s how people experience your brand. Some products may look the same, but their unique brand voices set them apart and help them connect with different audiences.

The right communication style ensures that the message finds its audience and gets the job done. If not done correctly, the message might be misunderstood or overlooked.

Some companies often pop up as “references” in some design aspects: Mailchimp, Revolut, and Apple. But these companies wouldn’t be where they are without a unique and distinct brand voice and communication style.

The Tone of Voice is not only about social media posts or newsletter copy prepared by a marketing team. It’s also how brand representatives respond to customers in the comments section or how they talk to people visiting their brand booth during events.

Handling different target groups doesn’t mean a brand is unsystematic. But you need to make sure that the whole communication is consistent. After all, you may want to use the same channels for different types of communication, and it can’t look like someone has hijacked the airwaves.

In the Clickl project, we targeted two sub-groups: Guests seeking properties and Partners offering them. While maintaining brand consistency, we tailored our communication differently for each group. Given Clickl's storytelling-based branding, verbal communication was crucial.

We had to assess if using one tone for both groups was feasible. Unsurprisingly, the answer was no. Clickl's mission-centric, customer-oriented approach, while suitable for one group, didn't align with the goals of the Agents audience. And having a common, more neutral language as a compromise would not reflect brand values.

Here are a few points we kept in mind while working with Clickl ToV:

✤ “Guests” should perceive Clickl as a friend or a helping hand, not just a real estate search engine

✤ “Agents” should feel that Clickl is a trustworthy partner and not a bunch of amateur dreamers

✤ Clickl must stay true to its values while interacting with each group. Tone can adapt to the situation, but not the brand personality.

✤ Clickl communication must stay consistent across all channels and media.

In conclusion, all brands that have written or spoken communication use a tone of voice in some way. It’s just that not all of them have it under control.

We encourage you to pay close attention to brand language, but meanwhile, check the case study: