An effective brand voice expresses your company’s unique values and personality. When properly defined, it will remain consistent across all of your content, channels, and touchpoints. Your tone, however, might vary.
Your tone isn’t what you say. It’s how you say it. It’s the spice that adds flavor to your voice. Your tone will likely adjust to fit the emotion(s) suitable to a particular piece of content or message. Together, both voice and tone are an indispensable part of your brand identity.
Your brand’s tone of voice should reflect you, what you look like and what you sound like. It requires care and forethought.
Impact on brand perception
Your tone of voice has an enormous influence on how your audience perceives and interacts with your brand. When done right, your brand’s tone of voice will build familiarity, credibility, and trust with your audience. It’s an expression of who you are and your number one differentiator. Without a distinctive tone of voice, you run the risk of disappearing in an endless sea of content.
Brand values and personality
Your tone and your voice come from your brand, and that’s where we start. Our first step is deciding what you want to say, and how you want to say it. You might have your brand fundamentals in place already - and that’s great! We’ll assess what is there, what is missing, and what needs work. Once the foundation of your brand is finalized, we use your values and brand personality as a starting point to develop your voice and tone.