Tone Of Voice: How Your Brand's Voice Shapes the Narrative
Every person, every brand and every company has a tone of voice, even if they don’t know it. It’s the words, messages and style they convey whenever they communicate, be it verbally, through writing or through the types of images they choose.
Just like a warm smile or a firm handshake, the way your brand communicates leaves a lasting impression. Humans are quick to form an opinion on someone – it takes just seven seconds, so the initial contact needs to be right from the get-go.
In this blog, we’re going to explore the power of a tone of voice and WHY you need one.
Expressing Personality and Values
Imagine meeting a person who speaks in a monotone, devoid of any emotion or enthusiasm. Not very engaging, right? Similarly, your brand’s tone of voice is the unique personality that sets you apart in a crowded market. It’s a tool to express your brand’s values, culture, and personality. Are you professional and formal, or friendly and informal? Your tone should resonate with your audience and reflect who you are as a brand.
Connecting with Your Audience
Effective communication is all about building connections. Your brand’s tone of voice serves as a bridge that connects you with your target audience. For instance, a youth-oriented brand might adopt a playful and casual tone, resonating with the energetic spirit of young consumers. On the other hand, a financial institution might opt for a more formal and informative tone to convey trust and reliability to its clientele.
Creating Consistency and Recognition
Consistency is key to building a strong brand image. Your tone of voice, just like your logo or colour scheme, contributes to this consistency. When your audience consistently hears and reads your brand messages in a particular tone, they start to associate that tone with your brand. Over time, this builds brand recognition and fosters a sense of familiarity and trust.
Eliciting Emotions and Impact
Words have the extraordinary power to evoke emotions. A well-crafted tone can tug at heartstrings or bring a smile to faces. Depending on your brand and the context, your tone can vary to create the desired emotional impact. Choosing the right words and tone helps you craft messages that resonate deeply with your audience.
Differentiating Your Brand in the Market
In a saturated market, standing out is a challenge! A distinctive tone of voice can be a game-changer. It sets you apart from competitors and ensures that your brand is remembered. Imagine a sea of brands offering similar products or services; a unique, consistent tone of voice can be the beacon that guides your audience to your brand.
Remember The Feelings
My favourite Maya Angelou quote (and one I even have printed and framed on my wall) is “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It’s one of the reasons why I’m such a happy and friendly person – I like to leave people with a positive feeling after interacting with me, and this is part of the Freya Helps Me tone of voice.
It’s Not Just the Words
When considering your tone of voice, also consider the images you use – do they attract the right people, are they consistent and are they giving off the right signals. It could be as simple as you choose to use cartoons (or not) or you like pictures of people of a certain style or characteristics (down the the types of clothes they use). These images should be consistent and reflect your brand and tone of voice. People may not always remember the company name, but they might remember your logo, the colours used or the images – even if it’s not always in a positive light.
In summary, your brand’s tone of voice is like the melody to your lyrics – it enhances the overall experience and makes your brand more memorable and relatable. By understanding the power you can get from setting up correctly a suitable tone of voice and utilising it effectively and consistently, you can shape a narrative that resonates with your audience and leaves a lasting imprint in the minds of your customers.
So, go ahead, and let your brand’s voice sing!
If you’re wondering whether I can lend you a hand, then please don’t hesitate to get in touch with me to work with the Freya Helps Me team. We can have a simply virtual coffee chat and talk about your needs, concerns or questions, making sure you’re totally comfortable before you decide on anything. So, drop me a line whenever you’re ready. I’m here and always happy to help!