The tone of voice matters in all types of communication, and it’s no different when we talk about a brand. The tone you set will affect how customers and consumers view your brand and how they interact with it.
Some brands have a formal, serious tone, like law firms or banks. Others are funny and light-hearted, like BrewDog or Spotify, whilst some brands have an inspirational voice, like FitBit. A user interprets this tone of voice as an extension of the brand personality.
Getting it Right
Getting the tone right for your product and your target audience is key. If you’re marketing games to Gen Z, a serious, sombre tone of voice will not excite them. But if you’re selling insurance products then silly jokes won’t cut it.
The wrong tone will turn people off before they’ve even had a chance to look at what it is that you have to offer. First impressions count, and there’s no area where this is more true than tone of voice.
Top Tips for Finding Your Voice
Consider the full picture when you define your voice, including product, audience, price, market and industry. The tone needs to work across these factors.
Do you want customers to lean on you for your knowledge? Would you rather focus on the quality of your product? Do you want to keep things simple and streamlined, or do you want to be lots of things to lots of people? How will the tone come across in marketing and advertising? These are all key considerations when it comes to creating your brand tone of voice.
Many companies find it best to engage the services of a brand strategy agency. An experienced brand strategy agency will not only help you choose the right tone but help you put it into action too.
The tone of your voice can make a real difference when it comes to creating your brand personality. Whether you want to be serious, uplifting, empowering, fun or even matter-of-fact, getting it right is more important than a lot of brands realise.
