How To Define Your Brand's Tone Of Voice

In order for you to create a brand personality, emotional connection with your target audience and clear communication, you must create a unique brand voice that provides customers with a relatable and friendly tone.

By creating a unique tone of voice, your brand will effectively form an emotional connection with consumers, and stand out from competition. Unsure of what 'tone of voice' actually is? Don't worry! The PicStudio team is here to help you understand what this marketing term means, as well as share all the important information you need to establish your brand's tone of voice.

What Is Meant By 'Tone Of Voice'?

Brand tone of voice is a marketing concept that directly relates to your brand's distinct personality traits. It involves creating an emotional effect that illustrates your brand persona and defines your individual brand identity.

You may characterise your brand's tone of voice based on the emotions/mood you convey to audiences through a specific style of writing and language used. It is essential to understand that you should construct your brand's tone of voice based on the following components:

• The nature of your brand (is it informal or formal?)

• Your competitors (how can your brand's tone of voice differentiate?)

• Your target audience (what tone do they resonate with?)

• Your brand values (how can you portray these throughout your brand's voice?) 

Why Does Your Brand's Tone Of Voice Matter?

Having a consistent and inviting brand tone of voice will help you to pave a happy relationship with your target customers, which will add value to your brand, positively boosting your sales and overall success. Here are 4 major reasons that make your brand's tone of voice important:

• Ensures Clear Communication: Having an easy-to-follow tone and clearly defined brand voice will promote communication between your brand and your target audience.

• Influences Reputation: Creating the perfect tone of voice will create a positive public perception of your brand, which will subsequently elevate your brand’s overall reputation.

• Impacts Likeability: Your brand's voice defines the characteristics of your business and reveals your brand's personality, which impacts how likeable customers find your business.

• Improves Brand Recognition: Having a distinct tone of voice will make your establishment more memorable and encourage brand recognition. 

Brand Voice Examples

If you are in need of some inspiration, check out these incredible brand tone of voice examples from successful companies:

Nike

Nike is one of the most well-known sportswear and lifestyle brands on the market. This famous company tends to take a more direct approach with its brand voice. They use a blunt, yet inspiring tone throughout their marketing campaigns. We especially see this with their main slogan 'Just Do It’ which clearly addresses their audience straight-on, instantly grasping the reader's attention.

Nars

Nars is a leading cosmetic brand that sells up-market makeup products tailored to sophisticated, confident women. They consistently use a scandalous, seductive tone throughout their branding (such as their 'Climax Mascara') which effectively captivates buyers and makes their products remarkably memorable.

Tiffany

Timelessly classic designer jewellery brand Tiffany has been known to use a distinctly appealing tone of voice throughout their marketing materials. They often utilise Twitter as a tool for communicating with customers and effectively remaining in the public eye.

This brand works well by generating audience engagement through personalised language and witty puns that add humorous character to the company's image. 

How To Create Your Brand's Tone Of Voice

If you have read this far you are most likely beginning to grasp the concept of what a brand tone of voice involves. In order to help you determine your own brand's tone, we have created a detailed list of 'do's and don'ts' so that you are equipped with the right information and eloquent guidance.

The Do's & Don'ts:

Do Uphold A Consist Tone

In general, people tend to avoid anything that is unpredictable and inconsistent. Many behavioural scientists have theorised that this is down to basic human nature, and the desire to strive towards familiarity. Scientists define this phenomenon as the 'mere-exposure effect'.

It is important to ensure that you make your brand's tone of voice consistent and coherent with your brand values so that your marketing messages are harmonious with your business's overall image, and so that customers remain engaged and interested in your brand.

Don't Use An Aggressive Tone

The last thing you want is to scare your audience away. There is a fine line between an active tone of voice and aggressive language, so always be cautious when using any form of direct language.

Do Construct Your Brand's Tone Around Your Target Customers

You should always ensure your brand's tone of voice is created to specifically appeal to your customer base. This will develop an emotional connection with consumers and promote audience engagement.

According to Higher Logic, 51% of Australian customers expect brands to make them feel appreciated. This is why it is important that you conduct thorough market research to fully understand your target audience's wants and needs so that you can personalise your tone of voice to suit them, and incite customer resonance.

Don't Use Over-Complicated Language:

Ensuring you use simple language will help you to avoid confusing your customers, keeping your messages clear and concise, which will also make your content more memorable. 

Discover PicStudio Today

After reading this article, we sincerely hope that you feel well-informed about what a brand tone of voice is and how you can create your own.

If you happen to be a business owner in need of marketing assistance, we warmly welcome you to discover our boutique marketing agency, PicStudio. We are expert marketers who specialise in a variety of bespoke services tailored to beauty, lifestyle and fashion brands.

We take great joy in bringing businesses to life through photography, unique vision and impactful wording. Some of our services include strategy & branding, product manufacturing, visual storytelling, and more!

If you are unsure of which services you require, or have general enquiries, feel free to contact us today!