The what, why & how of brand tone of voice

In today’s world, branding is not just about having a pretty logo or catchy tagline. It’s also about having a distinct voice that speaks to your audience and differentiates you from your competitors. This voice is commonly referred to as the brand tone of voice, and it’s an essential aspect of any successful branding strategy. In this blog post, we’ll discuss what a brand tone of voice is and how you can work out yours.

What is a brand tone of voice?

A brand tone of voice is the consistent and distinctive style of communication that a brand uses across all its channels and touchpoints. It’s the way your brand speaks to your audience, including the language, tone, and style used in your messaging. Your tone of voice should reflect your brand’s personality, values, and objectives while resonating with your target audience.

Why is a brand’s tone of voice important?

A brand tone of voice is essential because it helps to establish a brand’s personality and identity, making it more memorable and recognizable. It also helps to build trust and credibility with your audience, as a consistent and authentic tone of voice conveys a sense of reliability and professionalism. Moreover, a brand tone of voice can help to differentiate your brand from competitors, allowing you to stand out in a crowded market.

How to work out your brand tone of voice?

Here are some steps you can take to work out your brand tone of voice:

• Define your brand personality: Start by defining your brand personality, including its values, mission, and vision. Consider what sets your brand apart and what emotions you want to evoke in your audience.
• Understand your audience: To develop a tone of voice that resonates with your audience, you need to understand their needs, preferences, and pain points. Consider their demographics, psychographics, and behaviours to create messaging that speaks to them.
• Choose your voice: Based on your brand personality and audience insights, choose the voice that best represents your brand. Your tone of voice can be professional, friendly, authoritative, or playful, depending on your brand’s personality and the emotions you want to evoke in your audience.
• Develop guidelines: Once you’ve defined your brand tone of voice, develop guidelines to ensure consistency across all channels and touchpoints. Include examples of messaging, tone, and style to ensure everyone in your organisation understands and implements the brand tone of voice correctly.
• Test and refine: As with any branding strategy, your brand tone of voice is not set in stone. Test your messaging and track its effectiveness to refine your tone of voice over time, ensuring it continues to resonate with your audience and reflect your brand’s personality and objectives.

A brand’s tone of voice is a critical aspect of any branding strategy, as it helps to establish a brand’s personality, differentiate it from competitors, and build trust with its audience. By following the steps outlined above, you can work out your brand tone of voice and create messaging that speaks to your audience and reflects your brand’s identity