The capability series.

Whether it’s Apple, Tesla, Disney, or Louis Vuitton, some brands simply have the power to capture their audience’s attention. What do these leading brands have in common? Each brings a unique, distinctive tone of voice to their marketing and external communications. No matter which industry you’re working in, your brand will always benefit from having a strong, consistent tone of voice. In this blog, we explore the brand discipline of tone of voice—what it means and why it is important.

What is tone of voice? 

Tone of voice is the signature style in which a company communicates. It’s the combination of words, style, phrasing, tone, and manner that makes up the sound or ‘voice’ of your brand. If you are releasing any communications from your brand, you already have a tone of voice, even unconsciously. The trick is to develop a way of talking and sounding that is consistent with who you are as a brand, authentic to your values, appropriate for your audience, and resonates with them. Tone of voice guides can influence many aspects of your communication strategy. Imagine how powerful your brand recall would be if your social posts, advertising, brochures, website, and even your internal emails fulfilled the promises you made as a brand.

So, who are you? 

Tone of voice usually takes the form of a document that your marketing and external communications team can use to guide their work. When done properly, tone of voice needs to leverage something strategic—a brand positioning or a set of brand values. It makes sense to align your external messaging with anything that defines who you are as a brand, allowing all your communications to reflect your identity. However, it’s important to note that achieving this alignment can be challenging, and businesses won’t often have any strategic marketing guidelines in place. At Voice, we believe that a thorough workshop with business leaders can help reveal vital insights to help shape a coherent and compelling tone of voice.

Why is it so important and what are the benefits? 

Tone of voice is important because it makes your brand relatable to your audience. Used correctly, tone of voice can foster brand recognition, and help your brand stand out in a crowded or uninteresting market. When tone of voice is clear and accessible, it can empower your team, boost their confidence, and enhance their marketing skills as they witness the results of their work.

The benefits

1. Stronger brand awareness

In competitive markets, especially in business-to-business services where many brands sound identical, a distinctive tone of voice is more likely to capture attention and elevate brand awareness.

2. Positive brand perception 

A consistent tone of voice signals that your brand puts thought and effort into how it presents itself. In contrast, a chaotic or disorganised tone can lead to negative perceptions. A strategic tone demonstrates professionalism and builds trust.

3. Increased brand recognition 

Just as brand awareness is enhanced, brand recognition thrives on a unique tone of voice. When you maintain a signature communication style, it showcases what is unique about your brand, making it more memorable and recognisable to your audiences.

4. Deeper customer engagement 

A well-crafted tone of voice not only attracts attention but also retains it. When your audience connects with your style of communication, they’re more likely to engage with your content, share it, and even become an advocate.

To wrap up …

In a world saturated with messages and noise, your brand’s tone of voice is a powerful tool that can set you apart. It is not just about the words you choose, but how those words are delivered and received. A distinct tone of voice elevates your brand, fosters trust, and nurtures loyalty among your audience. So, take the time to explore your brand’s voice. Conduct workshops, gather insights, and experiment with how you communicate. Remember, the goal is to create a tone that resonates with your audience while staying true to your brand’s identity. In this way, you’ll not only enhance your brand’s image but also create lasting connections that drive engagement and loyalty.

And if you need any help, let us know. We’d be pleased to talk to you.