How Tone of Voice Impacts Your Brand and Marketing

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How does tone of voice impact my brand and marketing?

Tone of voice is often an undervalued component of brand building. But just like a logo, what you say and how you say it are important when it comes to how people remember you. How you made them feel. 

Think Harrods (elegant and sophisticated), Disney (magical and exciting), or Apple (innovative and confident).

Why It Matters?

Picture this. You just created a series of real estate images with plans to launch a new blog. You announce the first image on social media with the caption:

“Meander through violet Wisteria arches and plant your feet among historic cobblestones. These charming 4 bed country cottages are rare to our listings, which is why I’m speaking about each of them in detail on my new real estate blog…”

One week goes by, and you release the second image with the caption:

“Wallet-friendly houses new to market. Check em out on the blog guys you don’t want to miss this and I’ll tell you why on the blog…”.


The Problem:

If your brand tone of voice is constantly changing with each campaign or communication, there’s a higher potential risk for lost sales and overall brand engagement. Your tone of voice should embody the business you want to attract.

When reading the captions above, you could say the first appeals to high-end clientele with an inspirational and elegant tone. The second appeals to younger, first-time home buyers with an informal and positive tone.


The Takeaway:

Although you CAN appeal to multiple audiences, your tone of voice should stay the same. With this in mind, the second caption could have read:

“Your starter home can be everything you dream of and more. These 1 bed, 1 bath homes are fresh and full of potential. Take a look inside on my latest blog…”

With this copy edit, you are more likely to keep the followers and engagement (as just one example) from the last social post, as well as gain more.

A Closer Look

By creating a brand voice chart with your do’s and don’ts (do be playful; don’t be too casual), you can create consistency in your communications. Here’s a quick example:

Brand Voice Guidelines

photo by the content marketing institute.

You should also consider a sliding scale for your tone in different circumstances and different emotional needs. For example, when speaking about a death, you may want humour to sit at a 30 rather than your usual 80. 

A Note From Us

Regardless of what stage you are approaching regarding your brand development, there are many resources (like this one!) and services available to help your company evolve and flourish. Remember to keep asking the questions that help develop your identity and gain insight as to what kind of brand you would like to be (what feeling do I want my customers to have, what sets me apart from other brands?). 

This could also include:

  1. Who is my audience? How do they talk to their peers, what are they reading, how do they communicate?
  2. What are you (your values)? What are you not?
  3. How would you describe your personality? Modern, relaxed, creative, stylish, informal?

It takes time to build a brand that lasts, but all those brainstorming sessions will be worth it when you create something that truly matters to your people. Good luck with your brand development!


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