The Innocent Smoothie Conundrum

Ever stood in front of the mirror summoning your courage to wear a new style of clothing? Ditching jeans for dresses or dark colours for light? In my experience, this usually happens once you’re ready to date again, ahead of your first day at a new job, and definitely once you’re ready to get out and about after having a baby.

It feels weird. Sometimes it feels plain wrong, and you barely zip an item up before you’re taking it off again and searching for the receipt. Other times, the perfect garment slides on with ease, You look in the mirror to find a revitalised 'you' and declare “Yep. This is me.”

That’s exactly what it’s like when you’re searching for your brand’s tone of voice. Are you authoritative or playful? Matey-matey or distinctly professional? These things matter. I’d never sign up with a counsellor whose website invited me along for a ‘chinwag over a cuppa’ . Neither would I feel drawn to visit a neighbourhood café whose website warned that ‘Loud conversation will not be tolerated’ and that ‘Loiterers will be charged 50p’*.

It was Innocent Smoothies who kicked off a generation of copy that I can only describe as “Russell-Brand”. Here’s a recent example from their website:

Give us a follow. We write a lot of nonsense on social media…and there’s a 32% chance you won’t regret it.

The shine may well have rubbed off in the 23 years since Innocent’s launch, but in its day, that copy was the equivalent of ripping off a business suit to reveal a rainbow-sequinned dress.

Not everyone feels confident about diving into such bold characterisation in their copy, but whatever’s right for you, it's been proven time and again: find your tone of voice and everything will follow. The right website design, logo, even the right office or shop interior will come together, and your confidence will be boosted, too.

This is just one of the reasons that I love working with start-ups, or with businesses that need a face-lift and relaunch. Websites age, tastes move on. If your product is solid, it’s simply a case of finding a new outfit, and it’s quality copy that will help establish your perfect look.

*This is a real sign that was posted on the wall of a neighbourhood takeaway when I was growing up. Brilliant.