{"id":7883,"date":"2024-07-10T14:23:37","date_gmt":"2024-07-10T14:23:37","guid":{"rendered":"https:\/\/brandvoicer.pt\/?p=7883"},"modified":"2024-10-19T12:17:21","modified_gmt":"2024-10-19T12:17:21","slug":"o-valor-para-as-marcas-de-uma-identidade-verbal-brandvoice","status":"publish","type":"post","link":"https:\/\/brandvoicer.pt\/en\/o-valor-para-as-marcas-de-uma-identidade-verbal-brandvoice\/","title":{"rendered":"O valor para as marcas de uma identidade verbal (brandvoice)."},"content":{"rendered":"<p class=\"western\" align=\"justify\">Comecemos por contextualizar. A marca \u00e9 o que diferencia os servi\u00e7os ou produtos que se comercializam. \u00c9 o elemento chave para conseguir envolvimento e criar uma rela\u00e7\u00e3o com as pessoas. \u00c9 o que d\u00e1 personalidade \u00e0 empresa.<\/p>\r\n<p class=\"western\" align=\"justify\"><b>Agora, de que forma a marca\u00a0se relaciona com as pessoas?<\/b><\/p>\r\n\r\n<ul>\r\n \t<li class=\"western\">Pelas a\u00e7\u00f5es e atitudes da marca;<\/li>\r\n \t<li class=\"western\">Pela identidade visual;<\/li>\r\n \t<li class=\"western\">Pela identidade verbal, pelo que diz e como diz (voz e tom de voz).<\/li>\r\n<\/ul>\r\n<p class=\"western\" align=\"justify\">Ao conseguir comunicar com consist\u00eancia nestas tr\u00eas \u00e1reas a marca diferencia-se e consegue criar e manter boas rela\u00e7\u00f5es com as pessoas com quem pretende comunicar.<\/p>\r\n\r\n<h4 align=\"justify\"><\/h4>\r\n<h4 class=\"western\" align=\"justify\"><b>Julgar pela apar\u00eancia.<\/b><\/h4>\r\n<p class=\"western\" align=\"justify\">N\u00e3o basta parecer, \u00e9 preciso ser. Por mais visualmente apelativa que uma marca seja, \u00e9 o que diz e como diz que mais a valoriza. \u00c9 o compromisso da comunica\u00e7\u00e3o escrita.<\/p>\r\n<p class=\"western\" align=\"justify\">Por isso destaco\u00a0<b>a<\/b>\u00a0<b>voz\u00a0<\/b><b>e o tom\u00a0<\/b><b>da marca\u00a0<\/b><b>nos conte\u00fados escritos.\u00a0<\/b>Porqu\u00ea? Porque \u00e9 na express\u00e3o da voz de marca que a empresa defende os seus valores. Que faz valer aquilo em que acredita e a raz\u00e3o porque se bate todos os dias para fazer melhor. Que transporta a autenticidade do que faz, das pessoas que est\u00e3o por detr\u00e1s da empresa e da marca, para o dia-a-dia da comunica\u00e7\u00e3o.<\/p>\r\n<p class=\"western\" align=\"justify\">Que se torna mais humana. Que passa a mensagem que pretende. Que cria a consist\u00eancia necess\u00e1ria, numa voz e tom o mais coerentes poss\u00edvel, perante as audi\u00eancias. Nos v\u00e1rios conte\u00fados da marca e atrav\u00e9s dos v\u00e1rios canais\u00a0<strong><i>online<\/i><\/strong>\u00a0de comunica\u00e7\u00e3o, seja\u00a0<strong><i>website<\/i>,\u00a0<i>social media<\/i>,\u00a0<\/strong><i><strong>e-mail<\/strong> (<\/i>e outros), e tamb\u00e9m nos canais\u00a0<strong><i>offline<\/i><\/strong>.<\/p>\r\n\r\n<h4 align=\"justify\"><\/h4>\r\n<h4 class=\"western\" align=\"justify\"><b>isso N\u00c3O \u00e9 <em>bla bla bla<\/em>?...<\/b><\/h4>\r\n<p class=\"western\" align=\"justify\">N\u00e3o. Mas, eventualmente, para quem n\u00e3o reconhece a import\u00e2ncia da voz e tom da marca, n\u00e3o v\u00e3o somente por mim. A\u00a0import\u00e2ncia da identidade verbal \u00e9 reconhecida internacionalmente:<\/p>\r\n\r\n<blockquote>\r\n<p class=\"western\" align=\"justify\">One of the biggest branding mistakes companies make is not paying enough attention to their tone of voice.<\/p>\r\n<p class=\"western\" align=\"justify\"><i><a class=\"docs-creator\" href=\"https:\/\/www.entrepreneur.com\/starting-a-business\/whats-your-companys-voice-heres-how-to-figure-it-out\/243385\" target=\"_blank\" rel=\"noopener\">Entrepreneur<\/a><\/i><\/p>\r\n<\/blockquote>\r\n<blockquote>\r\n<p class=\"western\" align=\"justify\">(\u2026) your voice is how you express your brand personality through writing style and creative approach to communication. (\u2026)\u00a0As your brand voice is expressed through communications, behaviors, and interactions, it shapes audiences\u2019 expectations of their relationship with your brand.\u00a0<strong>And this is really why you need to think of voice as a strategic asset\u00a0<\/strong>\u2014 it is how you create an emotional connection to build a specific relationship with your audiences.<\/p>\r\n<p class=\"western\" align=\"justify\"><a class=\"docs-creator\" href=\"https:\/\/interbrand.com\/en\/views\/3\/hear-and-be-heard-creating-value-through-brand-voice\" target=\"_blank\" rel=\"noopener\">Interbrand<\/a><\/p>\r\n<\/blockquote>\r\n<blockquote>\r\n<p class=\"western\" align=\"justify\">At MailChimp, we think a lot about the way we communicate with our customers. Our\u00a0<a class=\"docs-creator\" href=\"http:\/\/voiceandtone.com\/\" target=\"_blank\" rel=\"noopener\">Voice and Tone<\/a>\u00a0guide helps MailChimp employees write in a consistent voice, but adapt their tone based on the situation.<\/p>\r\n<\/blockquote>\r\n<blockquote>\r\n<p class=\"western\" align=\"justify\">Make sure that the tone you use in your graphic design carries over to your typographic design in turn carries over to the words you pick to put into all your communications.<\/p>\r\n<p class=\"western\" align=\"justify\"><a class=\"docs-creator\" href=\"http:\/\/www.microsoft.com\/en-gb\/developers\/articles\/week02feb13\/tone-of-voice-and-brand-identity\/default.aspx?Search=true\" target=\"_blank\" rel=\"noopener\">Microsoft<\/a><i><\/i><i><\/i><\/p>\r\n<\/blockquote>\r\n<h4 align=\"justify\"><\/h4>\r\n<h4 class=\"western\" align=\"justify\">Voz, Tom, Di\u00e7\u00e3o e Estilo: descobrir as diferen\u00e7as.<\/h4>\r\nVoz e tom. \u00c9 nestes termos que nos vamos focar, porque s\u00e3o eles os mais comuns e t\u00eam o poder de determinar a comunica\u00e7\u00e3o da marca. \u00c9 dif\u00edcil reunir consenso na distin\u00e7\u00e3o de voz e tom, mesmo no circuito dos profissionais mais experientes. Mas est\u00e3o de acordo num ponto: n\u00e3o t\u00eam o mesmo significado.\r\n\r\n&nbsp;\r\n<h5>1. Uma identidade e personalidade, uma voz.<\/h5>\r\nA voz \u00e9 o que reflete os valores e a personalidade da marca na comunica\u00e7\u00e3o. Cada marca define-se pela postura de\u00a0valores\u00a0e\u00a0uma personalidade que deve ser\u00a0<strong>\u00fanica, diferenciada e consistente,\u00a0<\/strong>e comunicada dessa forma.\u00a0Tal como as pessoas, podem ter\u00a0personalidades semelhantes, mas n\u00e3o existem personalidades iguais. Para definir e compreender a marca podemos orientar-nos por tra\u00e7os de personalidade. Diferenciando o que \u00e9, do que n\u00e3o \u00e9.\r\n\r\n&nbsp;\r\n\r\n<strong>Alguns exemplos. Uma marca pode ser:\r\n<\/strong>\u2013 Confiante mas n\u00e3o pretensiosa;\r\n\u2013 Ambiciosa mas n\u00e3o gananciosa;\r\n\u2013 Humilde mas n\u00e3o envergonhada;\r\n\u2013 Humorada mas sem ridicularizar;\r\n\u2013 Conhecedora mas n\u00e3o autorit\u00e1ria;\r\n\u2013 Extrovertida mas n\u00e3o efusiva;\r\n\r\n&nbsp;\r\n<h5>2. Um contexto, um tom de voz.<\/h5>\r\nNo tom, expressa-se uma atitude. Pode ser\u00a0l\u00f3gica ou emocional, s\u00e9ria ou humorada, subjetiva ou objetiva, e por a\u00ed fora. O tom \u00e9 adequado ao leitor. Difere se comunicarmos no\u00a0<em>linkedin<\/em>, no\u00a0<em>twitter<\/em>\u00a0ou num\u00a0<em>website<\/em>.\u00a0Varia consoante o contexto. Sendo que a voz \u00e9 a mesma. N\u00e3o perdemos os nossos valores e personalidade, por comunicarmos de acordo com o contexto.\r\n\r\n&nbsp;\r\n<h5>3. As palavras certas, a di\u00e7\u00e3o.<\/h5>\r\nAs palavras que utilizamos refletem uma forma de estar, e naturalmente a forma como comunicamos.\u00a0O\u00a0vocabul\u00e1rio utilizado tem de ir ao encontro do que a marca \u00e9. Se forem utilizadas\u00a0palavras demasiado t\u00e9cnicas ou\u00a0complexas, corre-se o risco de n\u00e3o conseguir passar uma mensagem.\u00a0Em oposi\u00e7\u00e3o, palavras simples, decerto ser\u00e3o melhor entendidas pelas audi\u00eancias. O contexto pode alterar a di\u00e7\u00e3o.\r\n\r\n&nbsp;\r\n<h5>4. Uma mensagem bem comunicada, um estilo.<\/h5>\r\nO estilo resulta do tom de voz e da di\u00e7\u00e3o. Do ritmo e cad\u00eancia da leitura. Frases mais curtas ou longas. Tem como objetivo comunicar a mensagem da forma mais apropriada \u00e0 audi\u00eancia. Se o que se diz \u00e9 o conte\u00fado, a forma como se diz \u00e9 o estilo.\r\n\r\nFica a nota que a comunica\u00e7\u00e3o n\u00e3o \u00e9 r\u00edgida e n\u00e3o deve obedecer a padr\u00f5es est\u00e1ticos. Estes s\u00e3o elementos que permitem uma melhor orienta\u00e7\u00e3o para quem comunica a marca.\u00a0Podem-se quebrar regras, mas primeiro temos que\u00a0conhec\u00ea-las.\r\n\r\n&nbsp;\r\n<h4 class=\"western\" align=\"justify\">Fica um sum\u00e1rio do que uma voz e tom de marca consistentes permitem:<\/h4>\r\n<ul>\r\n \t<li class=\"western\">Comunicar os valores e personalidade da marca;<\/li>\r\n \t<li class=\"western\">Fortalecer e diferenciar a marca;<\/li>\r\n \t<li class=\"western\">Comunicar mensagens de forma eficiente, contando uma est\u00f3ria;<\/li>\r\n \t<li class=\"western\">Promover a consist\u00eancia e coer\u00eancia da marca nos v\u00e1rios conte\u00fados e canais de comunica\u00e7\u00e3o;<\/li>\r\n \t<li class=\"western\">Facilitar a cria\u00e7\u00e3o de conte\u00fados (poupa tempo e dinheiro);<\/li>\r\n \t<li class=\"western\">Ganhar a confian\u00e7a e credibilizar a marca perante as audi\u00eancias;<\/li>\r\n \t<li class=\"western\">Uma boa experi\u00eancia de marca para as pessoas;<\/li>\r\n \t<li class=\"western\">Influenciar comportamentos;<\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\nEspero ter ajudado na defini\u00e7\u00e3o de brandvoice \u2013 voz e tom da marca\u2013 e na import\u00e2ncia que tem para a comunica\u00e7\u00e3o das marcas. Qualquer d\u00favida disponham.\r\n\r\n&nbsp;\r\n<p align=\"justify\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Comecemos por contextualizar. A marca \u00e9 o que diferencia os servi\u00e7os ou produtos que se comercializam. \u00c9 o elemento chave para conseguir envolvimento e criar uma rela\u00e7\u00e3o com as pessoas. \u00c9 o que d\u00e1 personalidade \u00e0 empresa. Agora, de que forma a marca\u00a0se relaciona com as pessoas? Pelas a\u00e7\u00f5es e atitudes da marca; Pela identidade [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7896,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"slim_seo":{"title":"O valor para as marcas de uma identidade verbal (brandvoice). - brandvoicer","description":"Comecemos por contextualizar. A marca \u00e9 o que diferencia os servi\u00e7os ou produtos que se comercializam. \u00c9 o elemento chave para conseguir envolvimento e criar um"},"footnotes":""},"categories":[31],"tags":[],"class_list":["post-7883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandvoice"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O valor para as marcas de uma identidade verbal (brandvoice). - brandvoicer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandvoicer.pt\/en\/o-valor-para-as-marcas-de-uma-identidade-verbal-brandvoice\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O valor para as marcas de uma identidade verbal (brandvoice). - brandvoicer\" \/>\n<meta property=\"og:description\" content=\"Comecemos por contextualizar. A marca \u00e9 o que diferencia os servi\u00e7os ou produtos que se comercializam. \u00c9 o elemento chave para conseguir envolvimento e criar uma rela\u00e7\u00e3o com as pessoas. \u00c9 o que d\u00e1 personalidade \u00e0 empresa. Agora, de que forma a marca\u00a0se relaciona com as pessoas? 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