How to establish the right tone of voice across all communications

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The way a person speaks is one of the first things people notice, and often, one of the key components of their personality. Polite, enthusiastic, soft-spoken, mundane, rude; you’re able to make an instant judgement about somebody based on the way they speak.

This is no different for brands – the way a brand communicates with its audience is fundamental; people will remember it for this, as much as they will its logo and offering.

How to present your brand

The way a company presents its brand is simply the combination of staff communicating in various ways across numerous platforms. However, with this, individual personalities define how the company speaks, meaning there is a lack of consistency. Such inconsistency can mean your brand’s communication platforms look disorganised and disorientated.

Different styles of writing and different answers can spark confusion among customers. However, by establishing a tone of voice, you are able to develop consistency, and this will offer customers the same experience across your brand. A consistent tone of voice across all platforms will really help to refine your Digital Marketing Services.

It can also afford your company with crucial character – which can help you get noticed. Additionally, it can instil confidence in employees, as they will know the rules when communicating with customers.

Creating that tone of voice

When developing a strategy relating to your tone of voice, there are many factors to give thought to. Firstly, who is your audience? Think about the audience that is being addressed and what they would like to see when communicating with your brand. It’s also important to think about what content would be most beneficial to create – make sure you appeal to the desires of your audience.

Ask yourself if your choice of words corresponds with the character that you have attached to your brand. Are you going to take a formal, or informal approach, and write long, or short sentences? Think about the adjectives that will really resonate with your audience. Each of these factors help to illustrate your brand; an elementary step when it comes to homogenising your tone of voice.

Variances between platforms

Often, the reasons why people are visiting social media platforms vary between demographic groups. Understanding what motivates your customers to visit particular platforms can prove highly beneficial – if you know what the user is looking for, you can supply the answer.

Users often head to Twitter and Facebook for networking and purposes, and may also look to communicate with friends, while reserving Snapchat for the latter two. Instagram generally provides users with inspiration and expression, and LinkedIn is used for networking and professional research. Match your communication on each platform with their intended purpose.

Create a style guide

Once a set tone of voice has been defined, it’s advisable to record it in a detailed style guide, complete with instructions. This will help to ensure that anybody producing content for your business adheres to the desired style, helping to retain consistency for your tone of voice.

Claire James
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