Bam Music
Client
Industry
Audio
Service
Tone of voice
intl.bammusic.com/
BAM Music describes itself as a “highly curated catalogue. Overflowing with personality and creative freedom. Crafted by acclaimed artists, producers, and award-winning composers”. It’s a young company that needed some help developing a highly curated tone of voice.
BAM turned to Craft because of our background in creating brand tones of voice for the likes of Waterbear and Oceans Apart. Our team are experts in getting under the skin of a brand to uncover its distinct personality and then finding original and engaging ways to express it.
We began by running a discovery session to find out what BAM wanted to achieve. What were their ambitions? How did they see themselves as different? Who was their ideal customer? Then we tested out some ideas with them as a group. We looked at their values and personality. How could we bring out this young company’s vibrancy?
Given how new and different BAM is, we decided to try something that was new for us too. The normal approach with tone of voice is to use one-word values to express tone – open, honest and daring, for example. But instead we used phrases. In this case, phrases associated with music, sometimes song titles. For example one trait BAM gave us was ‘passion’. Every brand says they’re passionate and so it can get a bit tired. So for BAM we made this value into ‘Lust for life’ with a photo of a crazed-looking Iggy Pop.
The effect was galvanising. Firstly, it gave our client something much more ownable. Secondly it opened up a richer vein of expression (after all, ‘Lust for life’ is so much more expressive than the overused word ‘passion’). And thirdly, as writers, this method is far more fun to work with. So much so that we’ve since followed this approach every time we write TOV. It works really well
The final output for BAM was a full verbal identity, fleshing out their brand personality in a way that could be picked up and used by anyone writing on behalf of the brand. We also created a tone of voice one-pager. The idea was to have something that can literally be stuck on the wall, to help to keep TOV constantly front of mind. The poster gives you an ever-present overview while the full verbal identity is ready when you need more detail.
BAM were extremely pleased to have their tone of voice identified and articulated so early in their brand’s development. It gave them some solid building blocks to create a distinctive personality. At the same time we were also very pleased to have uncovered a new way to approach TOV challenges that we’ve used ever since.
How can we help your brand?
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go. Liam Morgan Cogs
Liam Morgan
Cogs
Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with. Jorge Cumbre Unseen
Jorge Cumbre
Unseen
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended. Raul Balreira Digital Project Manager, Tribal Worldwide London
Raul Balreira
Digital Project Manager, Tribal Worldwide London
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Anita Stubenrauch
Senior Content Manager, Apple
Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’ Anita Stubenrauch Author of Apple's Credo
Author of Apple's Credo
Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting. Arielle Diamond Senior Communications Manager, Digital Impact Alliance (DIAL)
Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet. Ben Oliver Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
We recommend Craft Words to anyone who wants to find their voice and put personality to a brand. Simon Croft Founder and CD, Orangery
Simon Croft
Founder and CD, Orangery
Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines. Hertje Brodersen Head of Design ∙ Experience Strategist, Zalando
Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects. Andrew Penfold Digital & Content Marketing Manager, Security & Safety Things
Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them. Alex Olmedo Co-Founder, Fast-Track
Alex Olmedo
Co-Founder, Fast-Track
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
All our projects start with a conversation. Maybe you’re not entirely sure what you need, that’s fine, we’re happy to explore it with you.