Find the right tone of voice for your brand
Think of your brand as a separate person. What would the brand sound like if you spoke to it? What tone of voice does it have? And what words does it use? With the right tone of voice, it's easier to create really sharp communications that reach your target audiences.
A communication strategy exists to bring a brand to life and create an identity that the outside world recognizes. It is a tool to dress the brand with attributes that together create an identity. And just as imagery, color and shape lay the foundation for appearance, tonality conveys the brand's voice and personality. It guides how the brand is perceived in different situations and creates the conditions to build relationships with target audiences. Many successful companies have built large parts of their communication on a strong tone of voice. A good example of this is Oatly, which has managed to convert milk fans into oat lovers with its bold brand tone of voice, thereby taking market share from the dairy industry.
Speak to peasants in the peasant way and to scholars in Latin
Just like you and me, the tone of a brand changes with the context. The voice is the same, but the words and tone of voice adapt from one situation to another. Both the target audience and the channel determine the tone of voice. For example, a personalized tone works better on social media than on the website. It is also important to use the same language as your target audience when communicating. How does your target audience talk? It is as important to avoid writing on someone's nose as it is to use complicated technical terms when talking to beginners. Another common mistake is to exaggerate the tone of voice, for example by using slang expressions or emojis, which is unlikely to produce the desired results.
Develop a tonality manual
The brand's tone of voice also helps to make communication consistent and coherent. To help more people in the organisation find the right voice, it can be useful to develop a tone of voice manual - a guide that describes how the brand sounds. The tone of voice manual provides linguistic guidelines and examples that make it easy for employees to express themselves. For example, like this:
Use
Are you planning to expand? Here's how to apply for a building permit.
Avoid
Information on the building permit application.
Hire a copywriter
It can be difficult to find the right tone on your own. You often have an idea of how you should sound, but when it comes time to express yourself in writing, it's not as good. And how do you use a voice other than your own? A copywriter will help you find the right tone of voice to sharpen your communication, so that your brand gets the voice it deserves. Get in touch and we'll tell you more!
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