Creating a memorable and consistent brand voice is an essential part of any successful business. Tone of voice sets your brand apart, helps to maintain customer loyalty, and even builds your user base. It’s an important factor in your marketing strategy, and you always want to be mindful of how you’re communicating with both customers and potential customers.
But defining the right tone of voice isn’t always easy, especially in a world where digital communication has become the norm. We communicate differently via text messages, emails, and social media than we do in person. So how can you make sure that you consistently maintain the tone of voice that best conveys your brand message—no matter the medium?
The first step is to identify your key audience and create personas. You should consider your customer demographics, their interests, and any cultural sensitivities they may have. Then, create a list of adjectives that best describe the tone you want to portray with your brand message: confident, welcoming, professional, etc. Incorporate elements of your brand’s mission or core values when possible, without coming across as overly corporate.
Next, consider how this tone can come across in different scenarios. What words or tone would you use to address a customer who has a complicated issue? How would you handle customer complaints so that each customer feels as if their problem is acknowledged and you are doing your best to address it? Devising scenarios such as these, and having guidelines and policies already in place for customer service agents, can help set the tone for the customer/brand relationship.
You’ll also want to create a list of “do’s” and “don’ts” for your brand’s communication. Make sure to apply this to everything from customer service emails and tweets to social media captions and blog posts. Have someone on your team create a style guide with your preferred tone, such as avoiding jargon, being consistent in punctuation preferences, and, if appropriate, adding a pinch of humor.
By pre-defining your tone of voice and making sure everyone is on the same page, you can ensure that your brand message is always being presented in a professional and unified manner. Before you move forward with any type of communication, it’s essential to think through your tone of voice and make sure it resonates with your key audience.
Ultimately, defining your tone of voice comes down to managing the customer/brand relationship in a way that leaves a positive and lasting impression. The more that you can demonstrate how your interactions are different from your peers from the start, the more likely you will be to create loyal customers who are excited to engage with you.
Creating a brand tone of voice isn’t a quick process, and it certainly isn’t a one-and-done project. However, with focus, time, and effort, you can craft a voice that is true to your brand and your customer’s needs.
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