What does Tone of Voice mean
Tone of Voice is how a company delivers its message — in writing, on video, in speech, and more. In other words, a company's tone of voice is how your target audience sees and hears you. It's not what you say, but how you say it. This plays a crucial role in how your target audience and the market perceive and receive your message and your brand.
Why is Tone of Voice important?
Tone of Voice is important because the way you communicate your messages is a decisive factor in how your target audience perceives your company and your brand.
Furthermore, tone of voice is a way to differentiate yourself from your competitors and be remembered by your customers.
5 reasons why tone of voice is important
- It builds credibility.
- It makes you memorable.
- It makes your communication more effective.
- It strengthens your brand when done successfully.
- It sets your company apart from competitors.
Tone of Voice guide: How to find your Tone of Voice
When finding your company's tone of voice, there are broadly two things to keep in mind: your target audience and your company. Once you have these in place and your tone of voice established, you're ready to put it to work and make it part of the company and all communications — from marketing to sales to customer support.
Who is the target audience (the receiver)?
First and foremost, you need to have a clear picture of who your target audience is. In other words — who are you talking to? This is the primary and decisive element when defining your tone of voice.
Your tone of voice must speak to your target audience so that your message comes through clearly and reaches them.
So think about:
- Who is the target audience?
- Why are we attractive to this target audience?
- How is our target audience different from our competitors'?
- How does the target audience communicate, and how do they want to be spoken to?
And let this shine through.
Who is the company (the sender)?
The next step is to get a clear sense of the sender. Who are you, what do you want to reflect, and how do you want to be positioned in the target audience's subconscious?
It is essential that you find your own unique tone of voice — one that reflects you and the company you want to be as a sender.
YOU need to shine through in your marketing. And when you do this, and the target audience can feel that you are speaking to them — that's when your tone of voice becomes a success.
So think about:
- Who is the company?
- What makes the company unique?
- What sets the company apart from competitors?
And use this in your communication.
Use your Tone of Voice
Once you have analysed the above and settled on the right tone of voice, it should be used throughout the company's communication — in everything from Content Marketing and social media to the sales department and customer support, who are in dialogue with your customers.
Would you like a no-obligation conversation and advice on your marketing and tone of voice?
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