Tone of voice (and the archetypes that can help define and guide it) is a powerful tool for differentiating an organization and a set of offerings. Given its power, it’s surprisingly underutilized by life science organizations. Keep in mind, however, that like all tools it can be powerful when used correctly—and cause significant problems when used without care. Since the team at Forma has been deeply involved in using tone of voice and archetypes as part of our marketing toolkit for several years now, I’d like to offer a few cautions.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed the need for consistency. Since every employee has the potential to be a brand ambassador, ensuring consistency means aligning all employees around a single tone of voice.
Tone of voice is a powerful tool for differentiating your life science offerings. In the previous issue, I discussed how tone of voice can be guided by archetypes. I also reviewed some experiments demonstrating the self-reinforcing nature of archetypal patterns. This self-reinforcement plays a crucial role both in enabling archetypes to guide tone of voice and allowing a particular tone of voice to be understood as a component of an archetype’s pattern. In this issue I build on those topics by looking at other patterns, biases and heuristics that support the need for consistency when using tone of voice in your life science marketing efforts.