When we talk about communication the first impression is the one that counts. The way you speak as a brand is essential to be able to build a unique and lasting relationship with your customers.
If you are a marketing agency, a freelancer or an entrepreneur, you have surely asked yourself more than once how you can differentiate yourself from your competitors.
Today we are here to talk about just that: the importance of the Tone Of Voice (ToV) and how to develop a unique and effective one for your brand.
In order not to confuse you too much within this article you will find a first basis from which to communicate properly on your social media.
Going by points we will explain:
- What the ToV is.
- What it’s used for and why it’s important.
- How to develop an effective Tone Of Voice
- How many Tone Of Voice exist.
- Examples of brands with a recognisable Tone Of Voice.
What the ToV is
Let’s start with the basics.
TOV = Tone Of Voice.
In marketing the Tone Of Voice is the essence of the brand which must be in harmony with its identity. It is what defines the character and gives you the ability to convey to users the feeling of talking to the brand itself.
It ensures that your message is consistent and recognisable to those who follow you, regardless of the channel you use.
What it’s used and why it’s important
The Tone of Voice serves precisely to create a consistency in your communication with the ability to engage users and build long-term trust.
In a nutshell, this is what it is for and why it is so important:
It makes you unique and different: defines your identity by determining how you want to be perceived by your audience.
It makes you stand out: with a good Tone of Voice you will be able to engage and attract the attention of your audience, making you stand out even when the market is often full. Remember, when people are attuned to a communication, they are more likely to interact with it.
It makes you appear coherent and with values: with constant communication you will gain credibility and trust in the people who follow you and this will make your audience instinctively identify with you in different contexts.
How to develop an effective Tone of Voice
Find your target and understand it: one of the first things to do is to get to know your audience. Try to put yourself in their shoes, understand their needs and desires. Your Tone Of Voice must reflect them.
Define your values: the key is this, making your brand unique by being able to convey its values. Some examples? Innovation, sustainability, attention to detail and authenticity.
Analyse which service or product you offer and distinguish yourself: try to find a Tone of Voice that is in line with what you offer but at the same time distinguishes you from your competitors. An example is Dove, the beauty brand most well known for its uplifting and powerful brand voice that encourages customers to embrace their inner beauty. The brand voice works to build awareness of body positivity, female empowerment, and self-love. Another example is Nike, perhaps most known for its effective tagline of “Just Do It”. Their communication and messaging are simple, effective, and to the point.
Be consistent: make sure you are consistent in the communication of all the channels you use. This will help you to be more memorable and, above all, to be recognized regardless of location.
How many Tone of Voice exist
I’m sorry to disappoint you but there is no precise number of Tone of Voice. However, there are some general categories that people often use to communicate and that may vary depending on the context, emotion or intention of the communicator.
Having said that, some experts have managed to group them into macro-categories.
Valentina Falcinelli is one of these experts: Italian Tone of Voice expert for brands, breaks them down into the following categories:
- Cold Tone: bureaucratic and institutional.
- Neutral Tone: professional and dreamlike.
- Warm Tone: friendly and colloquial.
- Coloured Tone: ironic, irreverent and aggressive.
Another example? Jennifer Aaker, American behavioural scientist identifies the 5 personality dimensions of a brand:
(Source: 5 dimensions of Brand Personality by Jennifer Aaker)
It must, of course, be borne in mind that these are only a few examples of tones of voice and that within each category there are various nuances. An important point to remember is that very often it is the context or the person reading the message that perceives one tone over another.
Examples of brands with a recognisable Tone of Voice
After analysing what Tone of Voice is, what is used for, how to find an effective one and analyzing some categories, let’s delve into specific examples of brands:
We start with Coca Cola. This brand conveys values of inclusion, friendship and family. We can definitely say that they have a fresh, young, dynamic style, always positive and with a constant reference to being together and sharing. They use a warm and enthusiastic ToV.
Another example is Skittles. They take humor and irreverence to another level. If you’re looking for a laugh, scroll through their Instagram feed. They often use social media to post funny polls, mischievous behind-the-scenes pleas, and other examples of fresh and exciting content that plays up the fun elements of the product. You may not come away completely informed about their products, but their ToV will certainly stick with you.
Tiffany has an elegant ToV that emphasises the classic, luxurious experience with which people associate the brand. They use simple, clear and direct messaging to convey their point of view and cultivate the brand’s elegance. People who connect with the brand are much more willing to pay Tiffany’s prices.
At last we can mention a B2B example: Microsoft with a ToV professional and competent. They provide extensive information about its products, services, and technologies in an authoritative, informative, and professional way. Their language is industry-specific to the industry and includes technical terms and jargon to describe their offerings. They target companies, developers and professionals and the language is adapted to their level of expertise. This helps to establish a relationship of trust with customers.
Have we convinced you yet?
As you have probably realized by now, yes, the Tone of Voice is a powerful tool that helps you communicate in the right way with your audience. When you create a consistent ToV that sets you apart but at the same time emphasises your trustworthy values, you have hit the mark.
With this, you will have an even stronger bond with your customers and leave them with the impression of a solid brand.
We know it is not easy, but invest time in it and you will see that it will be worth it.
Sources:
https://www.shopify.com/it/blog/tone-of-voice
https://aeranet.com/tone-of-voice-significato-e-come-scegliere-quello-giusto/
https://www.soluzionebrand.com/2022/tov-limportanza-di-usare-il-giusto-tono-di-voce/
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