With hundreds of brands operating in the marketplace, it’s important to find your own voice. This helps us break away from outdated habits of shouting from every angle and embrace clearer, more modern communication.
To explain Tone of Voice, imagine a simple scenario. Let’s say two different people are sharing a personal story. One will speak matter-of-factly, with barely perceptible emotional overtones, while the other will joke, smile, and communicate naturally. The information remains the same, but it evokes different feelings and sensations.
Tone of Voice (ToV) is the difference between the two narrators; it’s the “voice” of your brand, and it can be confident and powerful. Now that you know what Tone of Voice is, it’s time to explore how it influences target audience loyalty.
Consistent communication builds brand awareness. If a company communicates in a friendly manner today, formally tomorrow, and uses youth slang the day after, the audience begins to perceive the brand as inconsistent.
A well-developed Tone of Voice can solve several problems at once:
When every specialist understands the brand’s intended voice, all materials appear cohesive, regardless of the author.
This not only creates a unified communication but also differentiates the business from others, reduces the distance between the customer and the brand, and converts trust into repeat sales.
Creating a brand voice begins not with choosing words, but with understanding the company itself. To do this, you need to answer several questions. What sets you apart from your competitors? What problems do you help solve? What emotions do you want to evoke in customers? How do you want to be remembered?
These factors will determine the chosen communication style. You need to decide which of the main types of brand voice you want: from the stern expert to the friendly rebel. For example, in the former case, communication should be confident, argumentative, and informative. In the latter, the texts emphasize support, customer focus, and, of course, a friendly tone.
The first thing to understand is that ToV can’t be sudden and thoughtless. In fact, your voice is formed based on real data. This means analyzing your current communications and business values. When these differ too greatly, problems arise.
A brand audit begins with simple questions for your team and yourself. These include your company’s mission and what three words describe your character. This will determine the language you use with your target audience. For example, a strict professor communicates within strict guidelines, while a caring doctor sometimes jokes but always explains. Communication is built on this foundation. Creating a matrix of marker words and prohibited expressions begins at this stage.
You understand social and demographic criteria, such as age and income level. But what you don’t know is how these people communicate in real life. You need to research which forums and social media platforms they frequent. What vocabulary they use, and what irritates them when communicating with companies. This will also determine your communication format.
Identify your top competitors. Study how they write posts and respond to negative reviews. If everyone around you communicates formally, perhaps your niche lacks a light, friendly, and simple language.
First, you need to identify common communication patterns and note how you respond to criticism, gratitude, and questions. For this, it’s best to create a table of characteristics with clear examples. Identify 3-4 key features of your voice and break them down using a simple formula: we can (your option), but not (extreme). A table is the easiest way to do this, so we recommend creating one.
For ToV to work for you, it needs to be documented. In a document that will become your reference book, describe your signature subtleties in communicating with clients. Remember: the description should be concise, clear, and include practical examples. Creating a Tone of Voice guide for copywriters and editors necessarily includes how you:
The voice is always the same, but the degree of its manifestation may vary depending on the situation.
Writing a document with all the words and actions takes only a part of success. The second is hidden in its implementation throughout the company. To do this:
Don’t be afraid to be original. In the age of neural networks and formulaic copy, a sincere, thoughtful, and consistent company voice is a key superpower, capable of turning an ordinary customer into a devoted advocate for your brand.
Researching the language of your target audience and other steps help answer key questions and develop your own signature style. Once it becomes recognizable, you’ll gain both trust and repeat sales.
