What is Tone of Voice?
If you work in marketing or e-commerce, you’ve probably heard about Tone of Voice, or ToV, more than once or twice. But what is it really, and why should you use it?
A brand’s Tone of Voice is the way your company expresses itself, not just verbally but in writing too. It’s not only about what you say, but also how you say it – on every platform. You simply decide what tone your communication should have and gather it all in one place so you can easily follow it in every situation.
Why Tone of Voice matters – 5 reasons
Having and using a Tone of Voice can generate several major benefits for a company.
1. Builds trust and authority
A clear ToV that shows how your communication should sound is a simple way to build trust. With a Tone of Voice, you have the opportunity to define your company’s values and how they should show up in your external communication – let that work to your advantage and grab the chance to connect with your customers! A ToV where your personality shines through shows confidence, authority and that what you say has value.
2. Creates secure relationships and shows a united front
With a consistent tone, your audience hears and sees one person – no matter when and how they talk to you. That makes the customer feel safe and comfortable in the situation, and you get the chance to build a long-term relationship.
3. Makes YOU human
People like dealing with people. We simply like brands with personality that we can relate to and build a bond with. A ToV can help your organisation act in an authentic and clear way towards its customers.
4. Saves time and energy internally
With a ToV, everyone knows what to say and how to say it. There’s no need to take detours or hesitate in your communication. Even the work leading up to a finished Tone of Voice is valuable – it turns over a lot of stones and explores which path you want your particular company to take.
5. A chance to stand out
More and more content is being produced, and breaking through the noise takes more and more effort. A lot of the content you see today doesn’t have a clear or distinct voice. A distinctive tone means you’re associated with what you want to be known for, and that people perceive you in a certain way. Consciously choosing to highlight a few characteristics and sticking to them in every situation will make you stand out in the market. Do you have a unique company? Let it shine through with a unique ToV!
Did you know?
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In one survey, 65% said they are emotionally attached to a brand in a way that makes them feel the company cares about them.
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64% in the same survey said that shared values are the primary reason for trusting a company.
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Average revenue increases by 23% when a brand is presented in a consistent way.
Source: Semrush
Tone of Voice template – answer the questions and start your journey today!
Below you’ll find a simple but perfectly sufficient template to help you get started with your Tone of Voice. Take a few minutes, either on your own or together with colleagues, and talk through the points. What do you actually want to be associated with, and how should you express yourselves? Then share the completed template with employees and any partners so everyone knows what applies.
[Example answers to replace]
SHORT ABOUT THE COMPANY: [Established company with tradition and quality as guiding principles. We design and produce timeless garments with a twist.]
PURPOSE: [We want to be perceived as trend-aware and classy.]
TONE: [Premium and quality.]
GUIDING WORDS/KEYWORDS: [High quality, the best materials, perfection.]
LANGUAGE DETAILS: [Soft, feminine, British rather than American in tone. We talk about casual, not leisure.]
DO’S / DON’TS: [Not SALE and not cheap. We prefer to use “good value”.]
SEO: [SEO analysis done. Use keywords 2–3 times per text / SEO analysis not done, but use the above keywords generously.]
OTHER: [Localise currency.]
EXAMPLE TEXT: Finally, it’s a good idea to show an example text that you’re proud of and want to be associated with. It makes it more concrete and clarifies how you want to be perceived.
Would you like to know more about how we work with Tone of Voice in our daily work? Or would you like help writing, translating or localising texts? Contact us today and we’ll take it from there!