Recognising your brand tone of voice is essential when you're trying to build brand loyalty. Consumers 'buy from people' not faceless companies, so it's crucial to develop your voice within the industry. It will help you to build rapport with your customers, will give your brand character and will help you stand out from the competition.
Think of some of the biggest brands out there. They've all got a voice and you can recognise it almost instantly - Innocent has a quirky and playful tone, while Nike's is inspirational and energetic. A distinctive voice can inspire, engage and make content more memorable.
Identifying your voice
Your tone is influenced by your personality and the language you use should reflect the characteristics at the heart of your brand. Is your brand conversational and energetic? Then you might want to use contractions in your written communications and use short and snappy sentences. Is your brand funny? Then inject a bit of humour throughout your copy. Your voice should be consistent across all of your communications and your customers should automatically be able to recognise it.
How do you find your voice?
We work with our clients to help them discover their unique tone of voice. Here are a few ideas of how to get started:
- Discuss your brand's core values - what does it stand for? What's your mission statement?
- To really start thinking about the language you use you need to consider your personality. Serious? Funny? Energetic? Young? Start writing down some words, ideally with a team around you so you get as many ideas as possible.
- After you've considered your personality, think about how you can demonstrate this in written communications. Conjunctions at the start of a sentence? First person? Also consider any industry jargon you might have to use and how you want to communicate this to your audience.
There's lots more to cover so if you'd like to speak about developing your tone of voice, get in touch with the team today.