Tone of Voice Development
What is it? And does it really make a difference?
Spoiler alert: Yes it does.
So you’ve decided to launch a new brand, and you think you have all your ducks in a row. You’ve developed an awesome visual identity, solid offering, and a tactical roll-out plan that encompasses everything from social media and marketing, to PR and finance.
But have you put in the effort to develop your brand’s tone of voice?
If not, don’t worry – you aren’t the first or last person to overlook this aspect of brand development.
Let’s start at the beginning.
What is a brand tone of voice? The tone of voice articulates how your brand speaks across all forms of communication.
Why does your tone of voice matter? The easiest way to explain this is by using a simple greeting that could be used to welcome guests onboard a cruise:
“Welcome aboard, it’s a pleasure to have you here. We hope you have a wonderful journey.”
“Hey there, it’s awesome to have you here! You ready for the journey of a lifetime?”
Both of the above options convey the exact same message. the only difference is how they say it – and this is where tone of voice comes into play.
Developing a tone of voice, based on brand strategy, positioning and identity, helps bring the brand persona to life, vividly creating a distinct personality that improves brand recall, memorability and reliability. It also helps to maintain a cohesive brand strategy, and should form the basis for the development of the core brand copy, social media messaging and really, any brand communication.
In a world where consumers are bombarded by messages, how you say something is even more important than what you say.
And that is where strategic tone of voice development comes into play. So make sure you set aside the time and budget for it. Because at the end of the day, if you aren’t able to connect with your customer, and speak their language, your brand isn’t going to get anywhere.
Hope this helps!
Until next time