Developing brand tone of voice for a responsible clothing brand
Teppo, Tirkkonen (2021)
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-202104074328
http://urn.fi/URN:NBN:fi:amk-202104074328
Tiivistelmä
Brand tone of voice describes the way brands communicate their message to stakeholders. It is used to convey the brand personality and evoke certain mood in people through deliberate choice of words. Establishing a consistent tone through various touchpoints is a complex process which requires understanding the brand core values and the customers thoroughly.
The thesis is done to research which tone profile is most effective for the case company VAIKO clothing for CSR communication. It aims to clearly define a tone profile that is most suitable for VAIKO. It also aims to provide possible other solutions to improve the effectiveness of brand communication.
The research is conducted using a qualitative research method in a form of semi-constructed interviews, with the goal of understanding the customers of VAIKO thoroughly. A sample of five customers was chosen on social media platform Instagram and contacted through direct messages. The sample was interviewed on telephone, enabling in-depth conversations. For the theoretical framework, sustainability, corporate social responsibility and branding are studied.
Based on the research findings, a tone profile that is casual, respectful and matter of fact is the most suitable for VAIKO. The research shows that the overall satisfaction with the brand and its communication is very good. Additional solutions to improve the effectiveness of brand communication are introduced.
The thesis is done to research which tone profile is most effective for the case company VAIKO clothing for CSR communication. It aims to clearly define a tone profile that is most suitable for VAIKO. It also aims to provide possible other solutions to improve the effectiveness of brand communication.
The research is conducted using a qualitative research method in a form of semi-constructed interviews, with the goal of understanding the customers of VAIKO thoroughly. A sample of five customers was chosen on social media platform Instagram and contacted through direct messages. The sample was interviewed on telephone, enabling in-depth conversations. For the theoretical framework, sustainability, corporate social responsibility and branding are studied.
Based on the research findings, a tone profile that is casual, respectful and matter of fact is the most suitable for VAIKO. The research shows that the overall satisfaction with the brand and its communication is very good. Additional solutions to improve the effectiveness of brand communication are introduced.