A good brand voice expresses the unique values and personality of your brand and company. When properly defined, it will remain consistent across all your content, channels and touchpoints. Your tone, however, might change. Just as in real life, your brand can sound excited, serious or even mad. Tone adds flavor to your voice. Together, they are an indispensable part of your brand identity.
Creating your brand tone of voice on a whim or basing it on cool industry trends will not work. It needs to evolve from who you are as a brand and what you look and sound like today.
Impact on brand perception
A tone of voice is an inherent and inseparable part of your brand. It has a big influence on how your audience sees, interacts with and perceives your brand. When done right, your brand tone of voice builds familiarity, credibility, trust and professionalism. It’s an expression of who you are as a brand and helps differentiate your brand, inform, influence and persuade. Without a distinctive brand tone of voice, you’ll run the risk of disappearing in the endless sea of content out there.
Brand values and personality
Your tone and voice come from your brand, and this is where we begin. The first step is deciding what you want to stay, followed by working out how to do this. You might have your brand fundamentals in place already. We’ll assess what is there, what is not and what needs work. Once the foundation of your brand is finalized, we use your values and brand personality as a starting point for developing your tone and a voice.