You must always define the tone of voice of your brand because it allows you to create a communication style, to be recognizable and aligned with your values.
With the term tone of voice we mean the way a company defines its communication with the public. Here we find the style, the expressions, the choice of terms and setting.
For example, the communication style of Redbull will be different from the communication style of those who sell car insurance.
The tone of voice (known as TOV) characterizes all your communication, online and offline, declining every aspect based on the platform but without ever losing the common thread.
Thanks to the tone of voice it will be possible to communicate effectively and create a winning identity.
HOW CAN I FIND THE TONE OF VOICE?
The tone of voice of a brand is found by starting to do a SWAT analysis, thus understanding what the threats, opportunities, weaknesses and strengths are.
The tone of voice can be serious, informal, fun, respectful, irreverent ... the important thing, however, is to be and remain consistent over time with what the values of the brad are. For example, if I'm CocaCola, I don't expect a formal tone of voice.
WHY IS THE TONE OF VOICE USEFUL FOR THE BRAND?
a brand that uses the tone of voice in a coherent, systematic and integrated way in all communication channels, slowly learns to be recognized. This aspect is more visible than ever in moments of direct contact between brand and customer: I am thinking, for example, of newsletters.
Research has shown that users are much more likely to trust the brands they share values with. And the values of a company are also perceived by the way they communicate and are placed on the outside. The tone of voice, therefore, is an integral part of the brand identity and helps to create a personality around companies.
- HELPS TO CONNECT WITH PEOPLE
- TRANSMITS AUTHORITY
In summary: the tone of voice is the way in which a company, a brand, a person who does personal branding communicates.
It is important to define your tone of voice because:
• Makes you recognizable and memorable
• Helps connect with people
• It forces you to question yourself about your brand and your mission
• Transmits authority
To define the ideal tone of voice, first of all you need to identify targets, communication channels, missions, values and objectives. After that, it is useful to ask yourself many questions and transform the answers into a very precious and in-depth manual of tone of voice.
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