Explaining Tone Of Voice Guidelines & Why Your Brand Needs Them
"Don't you write to me in that tone, please."
"Try a little more salt, a little less sugar."
Got it?
(Sheesh.)
Writing with the right tone of voice for your business or brand can be quite the challenge. Everyone seems to have an opinion, especially those who craft brand copy. But let's face it, strong brands aren't built by committee.
A brand with a distinctive tone of voice stays faithful to its style across every interaction. So this is where tone of voice guidelines come in. When done correctly, they become like your brand's bible.
Tone of Voice Guides Keep Everyone on the Same Page
Think of your tone of voice guidelines as a playbook for maintaining a consistent style across all your marketing efforts. Whether it's you, your team, or someone else writing, it should align with your desired voice and vibe.
These guidelines often come with excellent examples, style tips, and nuggets of wisdom. They become your reference for creating substantial and personality-packed content.
But let's be clear, guidelines are not meant to stifle creativity – they're meant to enhance it. They capture what makes your brand's language unique and provide tricks for finding and maintaining that groove to speak directly to your audience.
However, for your brand to truly shine, you need more than just a rulebook. You need a strategic yet creative document that inspires your team to think outside the box and create content that genuinely connects.
So investing in tone of voice properly is a crucial step in expressing your brand's essence consistently.
Diving Deeper into Your Tone of Voice
Throughout your brand's journey, you'll frequently write about it. Tone of voice guidelines aren't occasional tools, they're your daily companions for crafting social media updates, web copy, and customer responses. Every interaction, whether big or small, demands the right tone.
Your task isn't merely writing about the brand, it's channeling your brand's essence. Imagine your brand as a living, breathing entity. Every word spoken should shine a positive light on you, as it reflects your business.
Crafting the ideal tone of voice breathes life into your brand's personality. A comprehensive tone of voice guide is your compass in this journey. But it's on you to internalise, interpret, and wield this compass effectively. After all, words don't write themselves.
Remember, tone of voice guidelines refine how information is conveyed; the accuracy of your content still rests with you.
Brand Copy: The Art of Personality
Just like people, brands possess distinct personalities. We've all encountered dreary, jargon-laden, overly formal copy. It reveals nothing about the experience of working with a company, except that it might be less than thrilling.
Enter captivating and unique brand voice. Exceptional brand copy does more than advertise your business; it captivates your audience, capturing the essence of your identity. Your readers should instantly recognise your voice, values, and what it's like to engage with you.
A remarkable brand tone of voice might not yield instant conversions, but it cultivates trust and loyalty. It consistently communicates what potential customers can expect from you, influencing buying decisions.
Moreover, a strong tone of voice can act as a filter, attracting the right crowd while repelling those who don't resonate. It's about deeply connecting with your ideal audience.
Unlocking the Power of Tone of Voice
Imagine your business website stripped of visuals and design – no logo, colours, or fonts. Only the written word remains.
Would your reader recognise your brand from the text alone? What impression would they form? When your tone of voice is distinct and consistently applied, your brand's values and personality radiate. It becomes an inseparable part of your identity, infused into every word you share.
Look at brands like Innocent Smoothies, Oatly, or Brewdog. Their unique brand voices permeate everything from billboards to social media and packaging.
And tone of voice isn't just confined to websites or marketing materials – it's present everywhere, making a more influential impact than you might think.
Using Your Tone of Voice Guide
If you've collaborated with a seasoned copywriter to draft your tone of voice guidelines, don't let them gather dust. Share them with your entire team and ensure they apply the guide whenever they write about your brand.
Extend this guide to external partners contributing to branding and design. It's a precious and inspiring resource for expressing your brand's values, aims, and identity. Let them become the touchpoint of all your communications.
Why Tone of Voice Guidelines Matter:
- Instant brand recognition
- Clarity and consistency
- Building trust through communication
- Sharing core values
- Infusing personality into your brand
- Connecting deeply with your target audience
Do You Need Tone Of Voice Guidelines?
Still not convinced? Have more questions? If you want real-life examples of how tone of voice can showcase your brand personality or if you need clearer, creative copy — please reach out.
As a seasoned brand copywriter, I can guide you through crafting tone of voice guidelines that resonate with your team and infuse your content with the perfect tone for wherever it's needed. Together, let's shape your brand's voice and get it singing.
I'm also happy to share snippets of guides I've created, so you can get a taste of what you're in for.
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FAQs: Tone Of Voice Guides
1. How do you measure the effectiveness of a tone of voice? The effectiveness of your tone of voice is measured by how well it resonates with your target audience and achieves your communication goals. You might use customer feedback, engagement rates on social media, website analytics (like time spent on page and bounce rates), and conversion rates to gauge its impact. Surveys and focus groups can also provide valuable insights into how your audience perceives your brand voice.
2. What's a good example of how changing a tone of voice impacted a brand? Old Spice are a great example of this—rejuventating its brand by adopting a humorous, irreverent tone that appealed to a younger demographic. This shift not only increased sales but also significantly boosted their social media engagement and brand visibility.
3. What are some challenges brands face when implementing tone of voice guidelines? Brands often face challenges like consistency across all communication channels, training all team members to understand and use the tone of voice correctly, and evolving the tone over time without losing brand identity. Overcoming these challenges requires comprehensive training sessions for your team, regular audits of your content to ensure consistency, and flexibility to adapt your tone based on feedback and changing market dynamics. It's about striking a balance between being true to your brand and staying relevant to your audience.
