“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou, American memoirist
Tone of voice: what is it and what is it for?
Perhaps, this phrase best describes a tone of voice – how a brand communicates with its consumers. It should be uniform across the entire strategy and channels – the website, social media, email marketing, and even phone calls.
It is the tone of voice that determines whether the company’s relationship with a potential client will develop or not, thus, it is crucial to choose the right tone that is close and interesting to the audience. For example, a familiar form of address in combination with simple phrases makes the tone sound friendly, while special terms and complex sentences create a formal tone.
The tone of brand communication must reflect its values. For example, at Burger King, it is cheeky, while at McDonald’s, it is family.
To decide which option is right for your brand, consider 4 parameters.
How to define your brand voice?
✔️️Funny vs. serious – will the audience prefer humor or serious materials?
✔️️Formal vs. casual – will you speak using complex structures or slang?
✔️Respectful vs. irreverent – politeness or impudence? There should be some balance.
✔️️Enthusiastic vs. matter-of-fact – does a brand motivate or communicate calmly and discreetly?
It is difficult to determine your communication style and follow it, but if you take this issue seriously, you will succeed 😉