Tone of voice is how you speak as a brand. It’s how you write in your communications, and how your employees speak to customers. Tone of voice matters, because people judge what you say by the way you say it. Defining your brand voice is a combination of external influences from your customers and internal influences of your brand values.
3 steps to start creating your tone of voice
The three steps below will help you define what your brand’s tone of voice should be.
Step 1: Know your customer
What are their expectations?
Start by putting yourself in the mind of your customers. What are the key attributes your customers want from your brand? These expectations will affect how your tone of voice is judged. Find market research that provides the answers and map these to your tone of voice. For example if there is an expectation of innovation your tone should be dynamic.
Step 2: Know your sector
What are the social norms?
Research and map out the social norms in the sector your brand operates. For example, if you are operating in the financial sector, you will be expected to be authoritative, expert and respectful. If you are a juice drink you will be expected to be quirky, conversational and human.
Only 7% of meaning comes from the spoken word; 38% comes from tone of voice and speech patterns.
Step 3: Know your values
Align your voice to your values
Your tone of voice should reflect and reinforce your brand values. Map your
tone across from each of your values. If you value being inspiring, your tone should be energised, interesting and engaging. If you value ambition, your tone should be confident, focused and purposeful.
