Tone Voice & Manner
Our tone of voice defines how we speak and write as a brand. It brings the Cherokee personality to life linguistically.
This defines not WHAT we say and every possible subject we may need to talk about – but rather, HOW we say it, and HOW we express it. We have defined linguistic principles and provided some unpacked details for each of them. And there are some example texts to exemplify these various rules.
NOTE: guidance can also be found in the imagery section of these guidelines. Often imagery and adjectives used to guide visuals can also be employed for linguistic copy and tone purposes. It is the same world we are creating, be it visual, aural or copy.
Some Key Words
Words to inspire the right attitude.
Adjacent Brands for Reference: Gap
Linguistic and copy principles: We have split these into 4 distinct aspects, listed below.
01 Community — People, personality and place.
People, relationships, human moments, and diversity make up our community of a million individuals. And we highlight and celebrate this.
03 Easy humor — A smile in the text
We communicate with a relatable, easy humor.
WE ARE
FRIENDLY & APPROACHABLE
SOCIAL
PART OF A COMMUNITY
ACCESSIBLE
AUTHENTIC
VALUE & CHOICE DRIVEN
EMPOWERMENT
01 Community — People, personality and place.
Our language speaks to our people. Our language addresses the individuals who make up our collective community. We are a team, a family and a support sytem. Bound together by an invisible connective tissue.
Our language uses words of relatability. We use words and phrases that describe a sense of togetherness and community. Social, friendly and welcoming.
Our language lifts up. We use phrases to celebrate our community. We recognize their days. We support their service.
02 Trust — Support and consistency
We communicate trust by implying our brand facets of value, accessibility, inclusivity and community together with our abundant choice of product.
04 Crisp and clear — Easy reading.
We write in clear, democratic and universal terms.
Let’s unpack these principles further.
02 Trust — Support and consistency
We evoke a sense of foundation. We use sentences with words that evoke a foundational, supporting sense.
" we've got you "
These sentences allow us to communicate trust and consistency clearly and confidently about our brand, and connote a sense of trust.
We transmit choice. We use sentences that communicate a sense of 'abundance of choice'. We use words such as "variety, array, selection, diversity". Occasionally, we can also use words such as "multiplicity" for more lofty phrases, where we lift up and celebrate the muliti-faceted inter-connected community of carers.
03 Easy humor — A smile in the text
We keep it light. We use sentences with a good-natured smile embedded in the tone. This is not about hugely forced humor, but instead the humor is there to evoke a relatability between our community, and to provide a feeling of warmth and amusement.
04 Crisp and clear — Easy reading.
We use clear language. We keep our word and phrase choices iniversally understandable. This is about accessibility and inclusivity. We use authentic language
We are unpretentious. We speak in understandable, everyday terms. We use clear, contemporary language. The sentences do not need to win awards for high-brow creative writing, but they do need to compel, delight, amuse and inform.
We craft the copy with clear structure. We use subheadings and short paragraphs to keep the messaging clear. We do not use flowery, intricate and complicated language.
Some examples incorporating these rules.
This strikes a nice balance. It is pithy at the start but still takes the informational parts seriously. It has a relatable style and an easy wit
Example copy
Meet your new BFF. Introducing Allura by Cherokee – an everyday essential where comfort meets classic.
This is a foundational wardrobe piece that transcends 'staple'. Crafted from premium fabrics with the unmatched value you expect from Cherokee.
Elevate your everyday. This is set to be your most essential scrub in rotation this year.
This is more charismatic but still too juvenile in tone and structure. It doesn't give much information on the product apart from the sensory feelings. Too cute. too many yuk yuks.
Example copy
Presenting Allura by Cherokee – designed for enduring comfort.
Crafted with Cherokee's commitment to quality, it offers a versatile style suitable for anything.
Whether you're tackling the shift or the commute, Allura is a reliable wardrobe choice.
Join those who appreciate the fusion of comfort and quality. #Allura #Cherokee #CasualComfort
Too dry. It informs but has no charm. It has no humor and no color.
Example copy
Presenting Allura by Cherokee – designed for enduring comfort.
Crafted with Cherokee's commitment to quality, it offers a versatile style suitable for anything.
Whether you're tackling the shift or the commute, Allura is a reliable wardrobe choice.
Join those who appreciate the fusion of comfort and quality. #Allura #Cherokee #CasualComfort
WE ARE NOT
NAIVE & DESPERATE
LONERS
DISCONNECTED
EXCLUSIONARY
ARTIFICIAL
ASPIRATIONAL AND EXPENSIVE
BELITTLING