When you’re building a new brand, one of the key elements that will define your brand identity is your brand tone. Your brand’s voice isn’t just about what you say, it’s about how you say it. It’s the distinct personality your brand assumes in all its communications, giving it the power to connect with audiences on a more personal level.
Consider some of the most successful brands out there. Monzo, a neo bank based in the UK, has created a passionate user base through its distinct tone of voice, which challenges traditional banking norms. Slack, a business communication platform, has a tone of voice that makes it an effective and engaging alternative to internal email.
These brands are successful in creating a unique identity and forming a deep connection with their audience by nailing their tone of voice. But how can you do the same for your new business?
Here’s our guide to the best brand tone of voice examples to use:
These values form the foundation of your brand’s voice and should always be reflected in your tone. Consider what your company stands for, what makes it unique, and how you want it to be perceived. This process should involve creating a mission statement and establishing a brand message architecture that aligns your brand’s overall communication and brand values across all your content creators.
Understanding your audience is crucial. Your brand voice needs to resonate with your target demographic. Research your audience’s demographics, preferences, and communication styles. The better you understand your audience, the better you can tailor your tone of voice to appeal to them.
Look at what your competitors are doing. How are they communicating with their audience? What tone of voice are they using? By analyzing your competitors, you can differentiate your brand and make your tone of voice unique.
Choose your tone of voice based on your core values, your understanding of your audience, and your desire to stand out from your competitors. This tone should be reflected across all your brand’s communications, including your website, social media, email communications, and even customer service interactions.
Create a tone of voice guide that documents your brand’s tone of voice. This guide should clearly explain what your tone of voice is, provide examples of it in action, and give guidance on how to use it across different types of content and platforms. A well-documented tone of voice guide is essential for maintaining consistency across all your brand’s communications.
Arrange workshops or training sessions to familiarize your team with your brand’s tone of voice. Walk them through the guide, explain the rationale behind each decision, and conduct practical exercises where your team gets a chance to write in your brand’s tone of voice. This will ensure the implementation of your tone of voice across all your brand’s communications.
Once you’ve trained your team and they’ve started implementing your brand’s tone of voice, it’s time to gather feedback. This feedback can come from multiple sources:
Your audience: Keep an eye on how your audience is responding to your brand’s communications. Are they engaging more? Has there been a change in their perception of your brand?
Your team: Your team is at the front lines of implementing your tone of voice. Their feedback on what’s working and what’s not is invaluable.
External stakeholders: If you have external partners or stakeholders, their perspectives can provide a fresh look at how your tone of voice is being received.
Use this feedback to further refine your tone of voice guide. Remember, the goal is to continuously improve and adapt to ensure your brand’s tone of voice remains effective and relevant.
These additional steps will ensure that your brand’s tone of voice doesn’t just exist on paper but comes alive in every communication your brand makes.
Once you’ve nailed these steps, your brand’s tone of voice will be as sturdy as a well-constructed building, ready to withstand any market storm and stand tall among competitors. With a well-defined tone of voice, your brand will be memorable, relatable, and unique. Onwards to the next step in your brand-building journey!
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