Brand Tone
Brand Tone

Brand tone helps us adjust our brand personality depending on our audience and chosen medium. It is a way to contextualize our brand across the various platforms (analog, digital, social media) available today.

Brand tone is a way for us to empathize with audience.

But the general rule of thumb is to always consider your reader or audience when writing. Who it is for and what purpose does it serve. When writing content, it is important to ask the following questions:

Is it easily understandable at a glance?

Are sentences jargon-free and in the active voice?

Will our audience find what they need within the first two sentences?

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Language Use

For marketing materials

We recommend adapting the tone of voice of the show in its marketing materials to further immerse viewers into the show’s world - whether that be in English, Filipino, or a mix of both. The overall tone should take on the thought-provoking personality of the brand, sparking curiosity without being pretentious.

For official/investor-focused documents

We recommend sticking to English for all official documents. This applies to decks and presentations made for investors or screening selections.

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Primary Audiences

Modern Viewers looking to be seen

WHO

Rein represents modern Filipino viewers wanting to be seen. They allow them to look deeper at themselves and society. Rein is their guide.

Viewers want real stories. They want to feel represented and validated by their experiences. Viewers want to see the lived experiences of Filipinos on screen. They want unfiltered representation thats true to our identity - not something that's Westernized or censored for the mainstream.

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Secondary Audience

Investors and Partner Studios

WHO

Rein partners with individuals and studios invested in bringing real, deeper stories to life. As their end-to-end partner, Rein provides a clear vision backed with expert execution - making sure every film is in investment not financially but culturally. Rein is their lens.

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Mediums and channels

Digital + Social Media + Marketing

Expanding the show’s conversation

Invite thought and curiosity. Ask readers questions, create anticipation, and build on the mystery of the show’s plot.

Showcase depth. Complement the show’s release with deep dive features on the creation of the show through the perspective of the director, cast, and crew (especially highlighting aspects of the production that are not usually featured such as scriptwriting, stage design, styling, sound, etc.)

Merchandise

Bringing the show’s world to life

Reference the world and highlight iconic moments. Pull from the shows’ script, its character’s iconic lines, and other scenes that can be referenced to delight and reinforce a community following.

💬 General Note: Active voice, not passive voice

Text is considered

more readable, digestible, when written in the active voice⁠

. Reserve passive voice for academic writing, not marketing materials and plain speak. In an active voice the subject of the sentence does the action. In passive voice, the subject of the sentence has the action done to it. Use simple tenses.