Tone of Voice: the voice of your brand
Let's take two of the world's best-known brands, Apple and Mc Dondald's. Let us now imagine that the well-known fast food restaurant promotes its dishes using the Cupertino company's style: piano music in the background, few but impactful words, elegance, extreme exaltation of the design, lines, and sensations that generate the products.
What would we perceive? We would certainly sense a dissonance between the product (sandwiches, fries, fried chicken) and the tone in which it is presented. Dissonance that would risk irreparably damaging the public's perception of the brand: in fact, this is what happens when the correct Tone of Voice For their own brand!
BuzzFeed has turned the experiment we just asked you to imagine into a video, check this out the result and you will experience just the feeling we told you about!
What is the Tone of Voice
We can define the Tone of Voice as the way through which the company communicates its identity and values to the outside world. For this reason, it is closely related to the identification of the brand identity corporate, as it outlines the personality of the brand and becomes the way the public will perceive its products and services.
The Tone of Voice emerges clearly and prominently especially in copywriting and includes the choice of certain semantic, linguistic, and lexical expressions that will make up the copy. It should be emphasized, however, that it does not end only in the choice of what to say, but expands to include the broader concept of how to say something.
The question to ask to begin defining the Tone of Voice of one's company in fact, is not "what should we communicate?" but "how do we want to communicate?", "how do we want our audience to perceive us?"
Consistent communication: how to achieve it
But it doesn't stop with just the text!
Once the Tone of Voice of one's brand, this must necessarily be maintained in every declination and in every communicative tool: from music, to font, to images, everything must be consistent with the type of tone of voice we chose to imprint on the brand. Maintaining a communication consistent is precisely the key that ensures the positioning of the brand in the minds of consumers and makes them loyal customers, as it enables them to perceive its value and authority.
All channels by which a brand's message is communicated must therefore be strictly faithful to the brand identity of the company and the rules defined beforehand to represent it, so that wherever the brand communicates it is instantly recognizable and unique. Maintaining consistency is a priority factor, as it reinforces the bond of trust and user loyalty.
Let's build the Tone of Voice!
How then to build the Tone of Voice appropriate for each company and stay true to it in every declination that brand communication will take? Let's look together at 5 essential questions to ask yourself in order to define a tone of voice In line with brand values.
1 - What makes us unique compared to competitors?
We think of the strengths of our company and the identity we want to give it. This will be the first step in defining the tone of voice best suited to our communications.
2 - What does our target audience expect from us?
Giving a comprehensive answer to this question allows us to pinpoint exactly how we think we are perceived by our audience and how we would like them to perceive us. It is essential to Pay attention to who our communication will reach And how this will be received.
3 - What are our goals?
The tone of voice must be supportive of the achievement of objectives, otherwise it is not the right one. An example: if the goal is to sell sneakers to teenagers, but we have an authoritative and formal tone of voice, it will be very difficult to achieve the goal!
4 - Does the tone of voice make us recognizable in all communication tools?
Although the language changes depending on the medium, the tone of voice we have identified should always ensure that we recognizability and consistency.
5 - What language is in line with our values?
The bottom line: Identify expressions, words, and sentence constructions that are in line with our brand identity.
Can we be ironic? Should we maintain a cold and detached tone? Do rhetorical questions represent us? These are factors to be agreed upon beforehand and adhered to strictly.
Answering these questions is the basis for setting a tone of voice in line with the company's personality and remaining consistent in every declination of corporate communication.
Ready to find YOUR tone of voice? Contact us!
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