“It’s not what you said, it’s how you said it…”
Your tone of voice can make or break a conversation, and the same holds true for your brand.
Our tone of voice lies in our choice of words, the way we construct phrases and the personality that shines through. Different tones can drastically impact consumers’ perceptions of a brand. Tone of voice is quickly becoming a top priority for savvy communications and marketing professionals as it promotes uniformity across channels and brings a sense of life and humanity to their brands.
How to find a tone that works
How do you find a tone of voice that works for your brand? Start by interviewing your customers, business partners and staff. Conduct a communication audit by looking at your current materials. How does your brand come across to others? And more importantly, how do you want to be perceived? Take a look at some of your competitors, dig through your brand history, and develop a tone that reflects your heritage while paving the way for the future.
Put Your Best Foot Forward At The Social Media Cocktail Party
If your brand were a person, how would they come across at cocktail party? Dave Kerpen, CEO of Likeable Media, makes an interesting point, “You wouldn’t walk up to someone and say, ‘Hey, I’m Dave. My stuff is 20 percent off.’ You need to ask questions, tell stories, listen and relate to people.”
Are you the gadget tech-savvy fanatic in the corner, or are you the life and soul of the party mixing and mingling with the social high flyers? No matter who you are, your positioning and personality are the first things your audience will notice.
Watch your language!
Creating a tone that resonates with your audiences’ idiosyncrasies, favourite expressions, inflections, rhythm and pace is the marketing equivalent of trying to juggle on a tight rope. Pretty tough. Instead of building your own style guide from scratch, you may wish to consider using a globally accepted standard such as AP style, Chicago style or The Economist Style Guide as a foundation.
Need something a bit more tailored to your audience? Consider using some industry insider language and acronyms to give your voice credibility. Want to appeal to the millennial crowd? Judicious use of slang or a trending meme can win you some points. But be careful to consider the full ramifications of the language you choose – if you get it wrong, the potential backlash can be disastrous.
When In Doubt, Get Conversational
It’s great to be distinctive and unique, but nobody likes a show-off. Avoid stuffing your copy with jargon or formal language that leaves your audience searching for their dictionaries. Your customers may not remember what you say – or even what you do – but they always remember how you made them feel. Keep your tone of voice approachable, and audiences will come away from every interaction feeling good about your brand.
Be Consistent
Your brand is your company’s most valuable intangible asset, so presenting your voice in a consistent manner is key. Focus your energy on the writers’, editors and employees who manage branded content for external communications by creating a style guide of your own (and make sure everyone gets a copy).
“Consistency in itself is a reflection of a brand promise that you are always delivering on,” explains Björn Von Matérn, Vice President of Corporate Communications at The Absolut Company. “As [the market gets] more competitive, it’s important that you stick to your story and be consistent in your messages.”
[Picture: Bolton Consulting Group]