Tone of Voice
The tone of voice within the brand allows for a defined range of variation in visual style to better communicate with the intended target, based the subject matter or service.
The table below shows the four tone of voice options available and their attributes.
| Corporate | Property | Education | Finance |
|---|---|---|---|
| Aspirational | Aspirational | Aspirational | Conservative (not boring) |
| Motivational | Motivational | Motivational | Approachable/Friendly |
| Supportive | Exclusive/Desirable | Bold | Confident/centred |
| Authoritative | Approachable/friendly | Approachable/friendly | Authoritative |
| Experienced | Confident/centred | Confident/centred | Supportive |
| Simplicity/Uncomplicated | Authoritative | Authoritative | Financial |
| Supportive | Supportive | Technically experienced | |
| Investor | Investor | Structured/process driven | |
| Real Estate | Educational | ||
| Experienced | Experienced | ||
| Architectural/designed |
| Corporate |
|---|
| Aspirational |
| Motivational |
| Supportive |
| Authoritative |
| Experienced |
| Simplicity/Uncomplicated |
| Property |
|---|
| Aspirational |
| Motivational |
| Exclusive/Desirable |
| Approachable/friendly |
| Confident/centred |
| Authoritative |
| Supportive |
| Investor |
| Real Estate |
| Experienced |
| Architectural/designed |
| Education |
|---|
| Aspirational |
| Motivational |
| Bold |
| Approachable/friendly |
| Confident/centred |
| Authoritative |
| Supportive |
| Investor |
| Educational |
| Experienced |
| Finance |
|---|
| Conservative (not boring) |
| Approachable/Friendly |
| Confident/centred |
| Authoritative |
| Supportive |
| Financial |
| Technically experienced |
| Structured/process driven |
Other considerations
Main target audience
Positive Real Estate communicates to three target audiences, Primary External, Secondary External, and Tertiary Internal.
All three audiences create an ecosystem for the company’s brand and messaging. Although these are rated from primary to tertiary they all must be treated with equal importance as failure to support any single audience will negatively impact the others.
Sub target audience
Within each target audience you must consider if the communication is for the entire audience or a sub category.
Primary External – New leads or Existing clients
Contact point
Define the contact point where will the target audience come into contact with the communication (eg inside or outside the positive ecosystem).
Corporate
Used to represent the Positive business as a whole rather than a specific service.
Property Services
Education Services
Financial Services
