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Managing the tone of voice of a Brand

The media channels we view are constantly bombarded with content as businesses compete to capture our attention. In this competitive environment it takes users only a few milliseconds to form their opinions about a communication platform, influencing the brand perception. Existing data underscores the importance of a first impression and how little time brands have, to make interactions count. One of the best ways to make your promotional efforts count is through a distinctive and memorable tone of voice.

Why is the tone of voice important

Why is the tone of voice important

The tone of voice is an integral component of the brand personality, allowing your business to connect with the target audience. Through it, a brand can single itself out from the rest and communicate in a unique way.

The tone of voice is influenced by the words, phrases and sentence structures adopted in marketing communications collateral. In one example, the use of second-person pronouns including “you” and “your” create a more casual, friendly and inviting tone. The third person on the other hand is more used in formal settings and typically accompanied by professional jargon and technical terms.

In certain instances, there might be variations in the tone of voice, depending on the audience a business is communicating with and the media channels being used, which might come with different restrictions such as the allowed length of content. Although this may be the case in a few circumstances, brands should strive to maintain a consistent tone of voice through all channels and messages.

When are brands successful with their tone of voice strategies?

Success in relation to the tone of voice is when the audience manages to recognise the brand through the content alone, without viewing any other items such as the company name or logo.

So, how do you get it right with the tone of voice?

Understand your audience

Understand your audience

To develop a proper tone of voice, a business needs to understand the audience it wants to attract. It is the starting point for the development of a strong tone of voice that delivers the expected results. Data provided through analytics can enable one to better understand audiences, demographics, preferences and behaviour.

The media channels

The media channels

Once the audience has been established, analysis needs to be done to better understand what media channels are more effective to target the different viewers. Through the preferred media, communication needs to be tailored and shared.

User preferences

User preferences

Time must be invested to understand what the target audience engages with the most. This should include a review of what communication the viewers prefer and the messages that they interact with the most.

Want to learn more about how to adopt a tone of voice that delivers? Speak to us by sending an email on [email protected]

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