by Cathy Buckmaster

As 2020 draws to a close and we reflect on its highs and lows, it’s hard to focus on anything other than the far-reaching impact of COVID-19. People have changed the way they work and consume, societal landscapes have shifted and businesses have reassessed their relationship with their audience — shifting to online forums, expanding their remit and staying agile in an ever-changing world.

But how can a tourism or hospitality brand successfully and seamlessly integrate current health advice and measures into an existing tone of voice and messaging — all while taking into account consumer fatigue and over-familiarity?

The need for a consistent tone of voice

It’s crucial for a visitor attraction to maintain their own tone of voice throughout all their customer-facing interfaces, from website or social copy on a website to messaging on signage. After all, talking in your own voice will reassure your audience that it’s safe to visit.

But when the pandemic first reared its ugly head, organisations neglected their thoughtfully created brands; rushed signage with an understandably clinical tone became ubiquitous. Stark text that doesn’t align with a brand identity at best betrays an organisation’s identity and at worst risks fading into the background.

 Adopting safety guidelines that imply urgency without being too clinical will preserve a welcoming atmosphere, without watering down health warnings — carefully and thoughtfully crafted copy can help achieve this balance.

Watch your colour palette

Messaging and signage around health warnings should ideally sit within an approved palette of brand colours. Many companies have chosen the standard high-contrast warning palette of black and yellow, which evokes alarm bells and can be unsettling. Instead, drawing from a secondary palette or choosing complementary colours can appear urgent yet reassuring — alternatively, use of a predominant brand colour but with different styling, such as dashed line borders or slight tonal variations, can achieve balance. 

Be customer-focused

Customers’ priorities have changed and Coronavirus has seen brands adapt to their needs like never before — from shifting to online and offering free postage to limiting visitor numbers and improving communication. Everyone has had a difficult year and the need for clear, consistent, relevant messaging is more important than ever.

Brands must figure out what information is important to their audience and how best to prioritise it — whether that’s on the homepage of a website or via a newsletter. Surveys can be helpful in terms of getting feedback from customers about their experiences and their requirements in this changed world. Drawing inspiration from other similar organisations and looking at examples of what others are doing is a good first step in any branding process.

Balancing safety with atmosphere

A company that has put a lot of consideration into how they communicate a message of safety is Pearse Lyons Distillery. This whiskey and gin business was established less than a decade ago, making their home in the atmospheric St. James’ Church in Dublin’s Liberties.

As part of their offering, Pearse Lyons Distillery also run tours, where the general public can come and experience a real working distillery in a church, as well as learning about local history and its compelling characters and sampling their signature whiskey. As a visitor attraction, they have worked hard on getting the balance of information and atmosphere right — with their onsite experience being pivotal to their offering.

There’s an urgent need to ensure that visitors observe health and safety, without using stark signage that appears overly clinical — to this end, Pearse Lyons has begun developing their own materials, which move away from a colour palette that implies hazard 'alarm bells' — such as yellow and black — and towards a more accessible tone of voice when it comes to signage concerning health and safety.

Achieving the right tone of voice can be a challenge in the midst of a health crisis. For all the brand storytelling support you need to thrive both in and outside of a crisis, contact the ALHAUS team.