In a highly competitive market, your customer’s attention is being pulled in every direction. A distinctive brand identity helps you stand out from the crowd and your brand’s tone of voice is a foundational part of this. It’s not just about words, it’s about encapsulating your brand’s personality, its values and what it’s here for.
Let’s start with the basics. What is tone of voice?
Just like all of us, every brand should have its own tone of voice – a compelling way of talking to the world that creates trust in your audience. They get to know you, enjoy listening to you and want to hear from you. This only happens through consistency across your whole organisation – but get it right and your customer won’t just listen, they’ll be back for more.
What’s the difference between tone and voice?
In its simplest form, brand voice refers to the words that you use, while brand tone is about the way in which you use those words. A common mistake is seeing brand voice and tone as interchangeable. However, your brand voice is your overarching personality and should stay consistent across every channel, while your tone can vary across social media platform and audiences.
Some great brand tone of voice examples
Just a few of the agency's favourite brand tone of voice...
Converse has always been there for those who stand against conformity and are fearlessly committed to a creative lifestyle. For decades they’ve created an American counter-culture that’s rebellious, laid back and completely democratic. These adverts plug into this tone in a very compelling way that directly connects with its audience.
Innocent offers up quirky content, it’s irreverent, witty, playful and looks on the brighter side of life. It’s a breath of fresh air and puts a smile on your face. Who wouldn’t want to start the day that way? It’s like having a friend who’s always happy to see you, has a twinkle in their eye and always has a funny story to tell. No wonder they’re sold in over 16 countries.
Citizen M’s voice is just as unique. But what’s so great about it is that it’s centred around delivering a truly amazing guest experience. They’re disrupting the traditional hotel to give modern travellers what they want – affordable luxury. This mission comes through so clearly in everything they do. It’s playful, disruptive, wants to have fun and does it all with attitude. It beautifully connects with the young at heart.
Why is brand tone of voice so important?
Your brand's tone of voice makes it relatable to your audience. This creates a connection between you both that makes them feel comfortable and welcome when they interact with you. Think about emails you might get from Innocent versus Tesla – they will each have a very distinctive way of talking to you (and persuading you).
Brand tone of voice creates consistency on every communication channel which is really vital to creating a powerful brand identity. Your customers should be able to recognise your brand across a crowded subway station, on your socials, website, or even the packaging your product arrives in.
By pitching your tone correctly you’ll make a stronger connection. A brand that target millennials could use a more urban, casual yet punchy tone, while a engineering brand would probably opt for something more authoritative and controlled.
This is especially important where brands are selling similar products or services. Your tone of voice will help give you the stand out you need. Think about the difference between Google and Apple. They’re both tech giants, but they evoke very different emotions and reactions.
So, how to you create a compelling tone of voice?
The key here is that your tone of voice doesn't work in isolation. It co-exists with every aspect of your brand identity and nowhere is this more true than your mission and values of your brand. When these are clearly articulated, they have a strong influence on your tone and ensures everything knits together into a seamless, authentic brand experience for your customers. In fact, let’s just underline that, authenticity, it really is your key secret ingredient. Crafting a tone of voice that reflects your DNA not only reaches your audience, it helps everyone who works for your brand to understand the sort of company they’re working for.
Get to know your audience.
This is everything. Knowing your audience will lead to the most effective brand communications. Research their preferences, their behaviour, beliefs and create a detailed profile of who they are. For example, if your audience is made up of millennials who resonate with authenticity, humour, and social consciousness, your brand voice should reflect these values.
When choosing words, get the best ones with us.
Over all, the best tone of voice is the one that fits your brand. By ensuring you have a consistent voice and tone across all of your content, you'll build trust with your audience, grow your customer base, and create the foundation for your company’s future growth.
Of course, this is a task you could undertake yourself. But if you want words, get the best ones and speak to the team at Brand Story. We’ll craft a compelling story that could only be yours. One that connects beautifully to your purpose and compels your audience into action.