Opposites detract

Why opposites aren’t always the answer

When developing tone of voice, brands tend to think in terms of opposing values. They may want to be seen as ‘fun’ and not ‘serious’. Or ‘friendly’, not ‘corporate’. But using these binary terms can often be a limiting way of using the language. We think a more nuanced view is important.

Scroll through any tone of voice or brand document and you’ll inevitably come to the page where a brand defines what it stands for. There’s usually a simple list: we are x, not y. Though there’s nothing inherently wrong with this binary approach – we’ve even used it ourselves – the problem can lie in the way it makes us think. Our brains love familiarity, and will quickly rush to fill in the gaps if something is particularly formulaic. 

Let’s explore a fictional example:

“We are... Warm / Playful / Intelligent

We’re not... Cold / Boring / Stupid”

So far, so obvious. But in selecting the most obvious ‘opposite’ values here, all nuance is lost. The brand misses out on the richness and complexity of language. And the resulting guidelines become overly simple and limiting – making the way the brand communicates potentially simple and limiting in itself.

Instead of just including the inverse of the selected word or phrase, think about the grey areas – the things that open up creativity and improve clarity. For example, what does ‘playful’ actually sound like? What kind of ‘warm’ do you want to be? 

A more useful matrix might look like this: 

“We are... Warm / Playful / Intelligent

We’re not... Over familiar, cloying, creepy or aloof / Silly, childish, insensitive / Intellectual, distant, smug, self-satisfied”

This approach allows us to embrace the nuances of language, while also giving the reader a more accurate impression of what your brand or tone of voice is all about. In doing so, it also means your tone of voice will become more distinctive and ‘ownable’ – and that’s what makes the strongest brands so memorable.