In this day and age, we are being continuously bombarded by digital marketing in various forms such as: social posts, slogans, and articles. If you think about it, we tend to notice more the way it is being communicated to us rather than the content itself. The tone set whether it is a sarcastic one of empathy or authority, makes all the difference as how it is perceived by the audience, and establishes a company`s identity.
Until few years ago marketing was weighing the visuals more then the words, but nowadays we know that every word chosen and the way it is utilised tells a story. In fact, tone has transformed itself from an aesthetic aspect to a defined strategy used in communication and marketing. Communicative consistency especially via social media have set tones in such a way that it has become the bridge which connects the values of the organisation or the brands to the audience`s hearts. Consumers don`t want to read labels or instructions anymore but receive the brand`s tone as a package within the advert, which makes them feel engaged, and it is relevant to them, even challenges them.
Tone of voice gives a brand its true personality and builds an authentic ongoing dialogue across the board. Let us delve more on how to define, choose, and adapt the right tone of voice for optimal communication of your brand`s identity, while remaining consistent, relevant, and effective in every context.
Tone of Voice – Explained
The way a brand communicates with its audience via choices of expressive style, language, attitude and identity is the distinctive character which is tone of voice. According to how the tone is set, a brand reaches its targeted audience or niche with an emphasis not only on what is being said, but the way or how it is said.
From the use of punctuation marks to the rhythm of words and vocabulary, the brand sets its personality and the type of connection it intends to create with its audience. This way it is immediately recognisable, making it relevant with consumers.
Tone of Voice – Characteristics
Tone of voice encompasses a complex layered set of elements and characteristics which regulate its verbal and emotional impact.
Shaping the relationship with the audience, the communicative intent, and the results achieved, are all attained by these elements which deeply influence how the audience receives the message. Whether we are discussing about highly planned branding strategies or just ordinary conversations, the tone set plays a key role in transforming a simple message into an effective emotional bridge.
Tone of Voice – Types
Just like a human every brand communicates in various ways according to target audience, text, and goal, so tone of voice is a true reflection of a brand`s personality. The focus is to achieve the most effective tone by choosing a general style which represents the brand, comprehending its different variables and nuances to implement them to the context and target audience in the most consistent and strategic way possible.
1. Cold Tone of Voice: Authoritative & Detached
Technical, formal, detached and usually institutional language set a cold tone of voice, which is commonly utilised within regulated industries, such as finance, legal, or public administration, conveying clarity and accuracy while inspiring professionalism and confidence. This type of tone of voice sets a message which must be precise, objective, and free of emotional elements.
2. Neutral Tone of Voice: Professional but Approachable
This is a balance in the tone of voice between closeness and seriousness conveying a clarity in a way which is not overly formal. This is perfect for brands who want to emphasise their skill without coming across as too reserved. A renowned brand like Ikea is an example of how to convey a clear and human message by adapting a sober but direct style.
3. Warm Tone of Voice: Empathetic & Engaging
A friendly and conversational tone of voice is used to bring the brand closer to the audience, generating trust, closeness, and identification. This tone speaks to the audience not at the audience, with a familiar language which is never overly formal, making communication more approachable and personal. Getting close to the audience`s emotions like the warm tone used by Airbnb – “We take care of everything. Relax, and enjoy the journey.”
4. Colourful Tone of Voice: Creative & Bold
This type of tone of voice shakes up the audience, and it is designed for those brands who want to break the mold by using a tone which is bold, brash, and dynamic. Ideal for those in marketing who want to stand out and make a stir especially in saturated markets by using irreverent or ironic components. A clear example of this is Red Bull who are renowned for their original, funny, and direct adverts. This method however requires a deep understanding of the audience to avoid coming across as disruptive, or worse, unfitting.
In Conclusion
Keep in mind that by maintaining consistency on tone of voice isn`t equivalent to standardising every message or being rigid. Sometimes there is the need to apply stylistic variations which need to be sensibly applied without deceiving the brand`s personality. For example, a promotional post will hold a different tone than a one apologising for a disservice, but both must be recognisable and in line with the brand`s uniqueness.
Distorting the tone of voice in an attempt to fit specific contexts or trends is a big risk as it could end up sounding inauthentic or fake. Staying true to the brand`s identity by using considerate variations is crucial, as it simply means that you are respecting audience expectations and corporate values.
Balancing consistency and flexibility is key. This is attained by identifying which formats or messages require a more standard tone, and those which permit a less formal approach. Remember tone of voice is never static: it never loses its essence but evolves with the brand.
