Oh, those brand voices in my head

Voice is the overarching personality expressed by a brand's copywriting. Spin is how facts are emphasized, ignored, and interpreted. Together, you get a brand story. Here are examples of voice and spin applied to a familiar fairytale.

Original story

Once upon a time there were three bears, who lived together in a house of their own in a wood. One of them was a little, small wee bear; one was a middle-sized bear, and the other was a great, huge bear.

One day, after they had made porridge for their breakfast, they walked out into the wood while the porridge was cooling. And while they were walking, a little girl came into the house. This little girl had golden curls that tumbled down her back to her waist, and everyone called her by Goldilocks.

Goldilocks went inside. First she tasted the porridge of the great, huge bear, and that was far too hot for her. And then she tasted the porridge of the middle bear, and that was too cold for her. And then she went to the porridge of the little, small wee bear, and tasted that. And that was neither too hot nor too cold, but just right; and she liked it so well, that she ate it all up.

Then Goldilocks went upstairs into the bed chamber and first she lay down upon the bed of the great, huge bear, and then she lay down upon the bed of the middle bear and finally she lay down upon the bed of the little, small wee bear, and that was just right. So she covered herself up comfortably, and lay there until she fell fast asleep.

By this time, the three bears thought their porridge would be cool enough, so they came home to breakfast.

“SOMEBODY HAS BEEN AT MY PORRIDGE!” said the great huge bear, in his great huge voice.

“Somebody has been at my porridge!” said the middle bear, in his middle voice.

Then the little, small wee bear looked at his, and there was the spoon in the porridge pot, but the porridge was all gone.

“Somebody has been at my porridge, and has eaten it all up!” said the little, small wee bear, in his little, small wee voice.

Then the three bears went upstairs into their bedroom.

“SOMEBODY HAS BEEN LYING IN MY BED!” said the great, huge bear, in his great, rough, gruff voice.

“Somebody has been lying in my bed!” said the middle bear, in his middle voice.

And when the little, small, wee bear came to look at his bed, upon the pillow there was a pool of golden curls, and the angelic face of a little girl snoring away, fast asleep.

“Somebody has been lying in my bed, and here she is!” Said the little, small wee bear, in his little, small wee voice.

Goldilocks jumped off the bed and ran downstairs, out of the door and down the garden path. She ran and she ran until she reached the house of her grandmama. When she told her grandmama about the house of the three bears who lived in the wood, her granny said: “My my, what a wild imagination you have, child!”

Direct Response

Hunter, hikers, campers and others who love the great outdoors understand the need to conquer their fears, stay mentally sharp, and embrace extreme weather.

Goldilocks and the Three Bears

Once upon a time there were three bears, who lived together in a house of their own in a wood. One of them was a little, small wee bear; one was a middle-sized bear, and the other was a great, huge bear.

One day, after they had made porridge for their breakfast, they walked out into the wood while the porridge was cooling. And while they were walking, a little girl came into the house. This little girl had golden curls that tumbled down her back to her waist, and everyone called her by Goldilocks.

Goldilocks went inside. First she tasted the porridge of the great, huge bear, and that was far too hot for her. And then she tasted the porridge of the middle bear, and that was too cold for her. And then she went to the porridge of the little, small wee bear, and tasted that. And that was neither too hot nor too cold, but just right; and she liked it so well, that she ate it all up.

Then Goldilocks went upstairs into the bed chamber and first she lay down upon the bed of the great, huge bear, and then she lay down upon the bed of the middle bear and finally she lay down upon the bed of the little, small wee bear, and that was just right. So she covered herself up comfortably, and lay there until she fell fast asleep.

By this time, the three bears thought their porridge would be cool enough, so they came home to breakfast.

“SOMEBODY HAS BEEN AT MY PORRIDGE!” said the great huge bear, in his great huge voice.

“Somebody has been at my porridge!” said the middle bear, in his middle voice.

Then the little, small wee bear looked at his, and there was the spoon in the porridge pot, but the porridge was all gone.

“Somebody has been at my porridge, and has eaten it all up!” said the little, small wee bear, in his little, small wee voice.

Then the three bears went upstairs into their bedroom.

“SOMEBODY HAS BEEN LYING IN MY BED!” said the great, huge bear, in his great, rough, gruff voice.

“Somebody has been lying in my bed!” said the middle bear, in his middle voice.

And when the little, small, wee bear came to look at his bed, upon the pillow there was a pool of golden curls, and the angelic face of a little girl snoring away, fast asleep.

“Somebody has been lying in my bed, and here she is!” Said the little, small wee bear, in his little, small wee voice.

Goldilocks jumped off the bed and ran downstairs, out of the door and down the garden path. She ran and she ran until she reached the house of her grandmama. When she told her grandmama about the house of the three bears who lived in the wood, her granny said: “My my, what a wild imagination you have, child!”

Plainspoken and humorous

(SaS firms often combine clear language with humor to demystify their products. MailChimp and Skype use their own versions of this voice.)

One day, a girl named Goldilocks wandered into a house in the woods. Some people would call it breaking and entering.

She saw three bowls of porridge on the kitchen table. Hmm, she tasted one bowl and it was too hot. The second bowl was too cold. But the third bowl was just right, so she gobbled it down.

Then she went upstairs to take a nap. The first bed was too hard. The second bed was too soft. But the third bed was just right, so she took a Instagram selfie and fell fast asleep.

This is where things get strange. The house was owned by three bears. Not only did this family of bears own a house, but they spoke perfect English. So, Goldilocks was very surprised indeed to wake up with three angry bears staring down on her. "And there she is," growled the smallest bear.

Well, what would you do? 

Goldilocks jumped up and ran out of the house and didn't stop running until she reached her own garden path. By this time, her Instagram post had gone viral, with many followers commenting on her beautiful blonde hair. L'Oreal Paris took notice and hired her as an influencer. Goldilocks now owns a social media agency and the three bears have put their home on Airbnb for $800 a night.
 
CONTACT
If you have questions, drop me an email. If you are in a panic give me a call (but email is usually a better way to go.)
Julie Myers | Copywriter
[email protected]
+1 386 868 3682
Skype: livebrandstampede
Asking new questions provides new answers.
©
2019 Brand Stampede
envelope-olinkedin-squarequote-left linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram