So, how do you relate to your customers?

Today a website has become the main business card for any company on the market, a market that has grown increasingly fluid with the rise of digital.

Whatever the website's role, showcase or e-commerce, you need a content architecture aligned with the company's core business that takes the user experience on the site into account.

In other words, it means defining a genuine copy strategy that brings out how the brand relates to its buyer personas and how it positions itself in their minds.

It's also essential to understand not only what we communicate, but also how we want the message to reach its audience. That's why defining the tone and voice of the message matters.

That's why we so often say “this brand is likable/unlikable” just from the way it communicates. Tone of voice really does shape the perception of the brand.

Literally, it's the tone you want to give your communication, in harmony with the brand identity; it defines the character, personality and feelings you want to build for a product or brand so that it can win over its target audience.

Analyzing tone of voice is key to making sure that what the company does and what it communicates are aligned.

To define it properly, we start with the question “If your company were a person, how would you describe yourself?”

In particular, we explore:

• whether the company feels young or not, and which adjectives describe its character;
• what it loves doing for and with its customers;
• the kind of relationship it builds and how well it knows the people it talks to;
• how it explains its way of working to a new client;
• how it presents its products;
• what its goal is when it talks to its customers;
• its approach to customers and the reactions it tries to spark.

From there, we're ready to see whether the company comes across as more playful or serious, friendly from the start or more reserved at first. We'll also see whether it promotes its products or services with enthusiasm or more pragmatically.

Cantiere Creativo's solution is a workshop run by our marketing team.

This approach helps the company become aware of its own strengths, and helps the partner agency find the right angle for the copy.

As a fully remote digital partner, Cantiere Creativo runs the workshop on Google Meet.

To get the whole team actively involved, we created a Miro board organized by colors and questions that guides the client company, step by step, in defining who its ideal customer is and how it feels about the relationship being built.

Each participant has digital colored sticky notes that help pin down the main ideas emerging from the brainstorming.

Based on the client company's observations, the moderator also asks questions designed to capture every nuance. The company is then given a positioning exercise that prompts further reflection.

If you're part of a company that wants to work on its personality and website content, our team is ready to answer your questions.