A brand’s tone of voice is the mood or emotion that you convey in your messages to your audience through your choice of specific words and writing style. Your brand voice is not only specific words and phrases, but also the tone in which you speak and communicate with your audience. A brand’s tone of voice expresses your brand’s personality and core values through the written words used to communicate with your audience.
The tone of a brand is the style used to communicate with the public, taking into account word choice, brand personality, and emotional tone. The tone expresses a unique personality, turning a faceless company into a group of people with their own unique way of working, or in other words, a brand. Essentially, tone describes how your brand speaks to your audience, and tone style affects how they receive and perceive your message. Your brand voice is the unique personality and tone of voice you communicate with your customers and prospects.
In fact, tone is how you manage your brand’s voice, attitude, and feel. You just need to find a voice and tone that sounds authentic to your brand and helps you connect with your audience. You can spend a lot of time and effort trying to find the right way to express your brand voice and always incorporate it into your business strategy. About what a brand voice and tone are, how they differ, and what it takes to find your voice, that’s why we created this guide to help you get started.
Using a business content style guide and learning the brand tone, as detailed above, can help start the process again. Just as having a style guide will keep your visual brand coherent, this document on your brand voice will help you maintain a consistent tone that your audience can trust. Identifying your target audience and core brand values will help you set clear tone goals.
London based Ed Prichard suggest that as team members learn from the guidelines and use the brand’s preferred tone, creating new content that aligns with that vision becomes second nature. Many successful companies dedicate a special section of their brand guidelines to tone of voice to make sure the brand communicates consistently.
Documenting expectations for your brand’s tone of voice will not only help you define it, but also serve as something you can share with your team. To create the perfect tone of voice, it is necessary to analyse the audience and the brand market, as well as how daily communication will be carried out. If you have some content curated for you by an external copywriting expert, they’ll look at how to create a tone of voice that your brand can use across its communication channels and how to ensure that your brand’s tone of voice is flexible to match global markers without sacrificing your identity, from the point-of-view of a third party.
They would draw on your existing content and highlight your tone in a refreshing manner…
It’s often the case that you may think you’re conveying a certain tone, only to find that a different one is coming across, naturally then used throughout your content.