How to Determine your Brand’s Tone and Voice

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There are endless ways to communicate with your target audience. You may wonder whether you need to include emojis or not; or maybe whether to include some jokes or not; or whether it may sound more professional to include some corporate lingo or not. Similar questions are at the core of your business tone and voice. To establish an effective communication strategy and build a professional relationship with your clients, it is crucial to determine what to communicate to them and how to say it.  

What do the terms tone and voice mean?

Tone and voice are interchangeable, though a bit different. Your brand’s voice is your brand’s personality. Researches prove that customers are more likely to purchase a brand if its personality is similar to their own.  Your voice may be sincere, caring, trustworthy, reassuring, smart, athletic, prestigious, youthful, elegant, funny, satirical, etc.

Business owners or managers need to accurately nail down their brand personality to make it resonates with their customers.

It’s very important that your brand’s personality brings forth a positive emotional response from your target customers.

Let’s say that your brand’s voice is funny, much of your communication will include humor.  Nevertheless, when you’re emailing a notice about a faulty product, your tone in your message needs to be slightly more serious, while still keeping your brand’s casual style.

Here are some important tips to follow to best write your brand’s tone and voice:

Determine your target market

In order to connect with your customers, you need to know who your customers are and where they’re interacting with your brand. For instance, if most of your social media audience includes generation Z, then it would be better to use a more youthful, casual or playful tone over any other tone.

Brainstorm, brainstorm and brainstorm

To establish a purposeful voice and tone, you may need to meet up with your company’s decision-makers to answer some self-reflective questions, such as the following:

  • How do you want your customers to feel about your brand?

  • What do you want your target audience to do when they interact with your brand?

  • What are the five words that best describe your brand?

  • What brands do you like and dislike? Why?

Analyze your competitors

Analyze how your competition interacts with its target customers to get an idea of what’s suitable for your customer base. This will also help you find ways to stand out and give your consumers a fresh way of communicating.

Create and voice and tone guide

After nailing down your brand’s voice and various tones, write a guide for your marketing team. It’s crucial to establish clear guidelines to follow a consistent tone and voice.

Now that you have an appropriate tone and voice, your copywriting team will better engage with your customers across your various marketing channels regardless of the writer or the language.