How to define your brand through tone of voice


Whilst it is good to try and test out new things and methods, especially when you are still in the process of creating your brand identity, it is equally important (if not more) to eventually come to a conclusion and choose a specific tone of voice which identifies you.

Think of the big brands - Coca Cola, McDonalds, Nike...and any other huge name across any industry of your choice. One of the things these brands have in common is that in all of their advertising and marketing material, they use a tone of voice that defines them. For instance, Coca Cola always gives that feeling of serenity; McDonalds is fun and approachable; while Nike implies determination and strength.

And you want your brand to be just as clear in terms of which non-verbal message it passes on. Unfortunately, at times, companies tend to overlook the importance of tone of voice, dismissing it as something which is outdated simply because 'nowadays messages are passed on through images and video clips'. While that is true, we must not forget that images come with captions....especially if they are posted on social media; and video clips come with story lines, which necessitate a script.

Why give your company a tone of voice?

The answer is pretty simple. By giving your brand a tone of voice, you are implying solidity and trustworthiness, which are two qualities that customers always look for before making any kind of purchase.

Think of people in general; if someone's tone of voice or style of speaking changes drastically from one day to the next, wouldn't you be concerned about this person and about whether he or she is OK? The same goes for brands. People like consistency, and a solid tone of voice gives consistency to your brand, hence making it more appealing.

So how do I choose what tone of voice I want my brand to have?

Just think of the personality of your brand. Think of how it would be if it were human. One way of doing this is to think of 3 values that you want your brand to have. It could be along the lines of:

  1. Honest

  2. Fun

  3. Economical

Obviously, these are merely examples and you can be as creative as you wish to be. However, the important thing is to keep things simple. You don't need to come up with any over-the-top values. Just something simple that people can relate to.

And voila, just like that, your brand now has a tone of voice!

If you wish to discuss this with us to see if you are on the right track, get in touch, we'll be happy to help!