Tone of Voice: Giving a Tech Co. Some Personality
Faculty
Justin Li
Founder and Creative Director at Hello Astro
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
The best tech companies today don't just need to have a great product, they need to have a great brand to match. A brand is much more than just the way it looks - the way a brand communicates with people is just as important. A brand’s tone of voice gives a tech company a personality. It builds trust, it creates relationships, and it makes people feel good about the brand. Airbnb pushes us to explore new parts of the world, FitBit encourages us to adopt a healthier lifestyle. The Cash App wants to make it easy for us to send money to friends. These messages and the way they’re communicated are felt everywhere—from their websites, to their product, to their advertising campaigns. In this course, you’ll learn why having a tone of voice is important, how to create one, and how to apply it everywhere.
Learning highlights
- How to create a brand’s tone of voice
- How to apply it to different digital platforms
- How to adapt a tone of voice for different audiences
Course outline
4 classes
INTRODUCTION
Overview of what a brand’s tone of voice is, and why it’s important.
START A COMPANY
Come up with an idea for a startup that you’ll use for the rest of the course. If you can’t come up with an idea, one will be assigned to you.
DEFINING THE TONE OF VOICE
Define your brand’s tone of voice by deciding why your brand exists, who will use it, and why.
CREATING RULES
Create a set of guidelines that make it easy for others to understand how to apply your brand’s tone of voice.
Course materials
Books
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Justin is a creative director and writer based in Amsterdam. He was previously a Creative Lead at Google Creative Lab in London working across product and development. Among the few projects he's helped create: NSynth Super, a musical instrument that uses machine learning to generate new sounds; Project Bloks, a physical coding platform that teaches kids how to code; and Project Jacquard, an interactive woven textile.
Sometimes he teaches writing workshops at General Assembly, advises startups at WeWork Labs, and writes for Monocle magazine. These days, he works with his wife on a range of brand strategy and creative projects at Hello Astro.
See full profileApply for this course
Tone of Voice: Giving a Tech Co. Some Personality
by Justin Li
Total hours
45 Hours
Dates
Jan 27 - Feb 14, 2020
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.