Establishing a brand tone of voice is crucial for consistent and engaging communication. Much like your logo, your tone of voice shapes your brand’s identity and sets you apart from competitors. Do you know how to define your brand’s voice?
What is Tone of Voice or Brand Voice?
Tone of Voice is a strategic document that defines exactly what tone of voice a brand will use to communicate. Whether it’s to customers, partners or employees. The right tone allows you to differentiate yourself from your competitors, which can make your content more attractive to customers and increase customer loyalty. Plus, it ensures consistency and clarity in your communication. So there are plenty of reasons to pay attention to tonality.
Tone of Voice should match your overall brand vision and purpose. It’s necessary to go back to the basic questions: why does your brand exist (besides making money) and what kind of future is it helping to create? These are the fundamental questions in building a brand, which are followed by the company values. Do you know your company values, or are they just quietly talked about?
Brand tone by character
If you don’t know your corporate values, it’s time to revisit them. They are key to defining your tonality, just as your personality influences the way you communicate. We often use archetypes to help us more easily define our brand and guide it towards the right position in the marketplace.
Download our free e-book on using archetypes in branding.
Once you have a defined brand character, you also know the specific target audience you will be speaking to. Knowing your target audience is key to successfully using tools like Google Local Services Ads.
The path to finding the right tone
There are several techniques to get the tone of your brand right. Start by drawing the four axes and determining the ideal values based on the needs of your target audience and the emotions you want to evoke:
Serious | Cheerful
Formal | Casual
Respectful | Cheeky
Factual | Enthusiastic
Connect the dots on each axis to create a pattern that shows you the emotional profile of your brand. Apply these emotions to your brand personality and you’re getting closer to the final tonality that will appeal to your target audience.
Simple and easy to understand
Choose several places where customers will encounter your brand – website, social media, advertising. For each channel, write a message and test it on the environment. If the messages are consistent and clear, you’re on the right track.
Each message should be easy to understand. Puns are fine, but if you make the customer think, the competition can gain an advantage. You need to know your customers’ needs and meet them consistently.
Ticking or swatting
A howl does not imply a serious tone, but conveys respect. Find out what your customers prefer.
How you address your customers
It’s easier with a nod, but what about a howl? Hello, Mr. Brown… Hello, Mr. Engineer Brown.. Hello, John… There are many options, decide what’s best for your brand.
Who speaks for the brand
Does the whole team, Francis from the team or just the brand greet you in the email? Define it clearly.
How to spell your brand name
Your brand name is the most valuable thing. Define how it is spelled, inflected and pronounced. It will save you a lot of nerves.
When you get the tone of voice right and apply it to Google Local Services Ads or other Google Local Ads, your brand will be more recognizable, understandable and popular with customers.
