Tone of Voice

A brands tone of voice is the language the brand uses to communicate with the audience, it is the choice of words and tone to help confirm their brands identity. A brand uses their tone of voice to represent the personality they want to display to the users. Alongside the logomark, colour palette and word mark, a brands tone of voice is what contributes to their brand identity.

A brand can decide between different tones to stand out from one another. For example, Starbucks and Costa Coffee both have different tone of voices, even though they are the selling the same products their brands voice will make them more memorable and set them apart attracting different volumes of customers. What you say and how you say it will distinguish the brand from others making it more unique. Some of the most memorable tones of voices include Apple, Innocent and Ryan Air. Brands tone can be informal, formal, humorous, motivating, assertive, serious etc. Each of these have different effects on users.

The tone of voice should be consistent throughout the brand as users need to be able to recognise the brand across multiple platforms and media, whether it’s social media, website or email. The tone should reflect on the brand values, which will result in loyal users. THis consistency builds brand recognition by creating a cohesive identity that is easily recognisable. When users are engaging with consistent messaging and language from a brand they are usually more likely to remember it. Consistency also builds trust by conveying reliability and professionalism. When a brand communicates consistently, it shows that it is dependable and committed to its values, promoting trust among consumers.

While establishing a brand’s tone of voice is crucial for creating a strong identity and connecting with users, there are some challenges that can encounter during this process. Keeping consistent can sometimes be difficult as it needs to be consistent across all platforms while adapting to the platforms and how they work, at the same time.

Appealing to diverse audiences can also be a struggle sometimes as finding a tone of voice that includes all diverse demographics, preferences and cultures is challenging. By using a unique tone of voice can exclude a group of people as it may be too flamboyant or out of the ordinary however using a monotone classic tone of voice may be too boring or inhumane. Despite the challenges a brand may go through when deciding on their tone of voice, spending time and effort into your tone is essential for building a memorable brand identity.

In conclusion, a well thought out, original and carefully crafted tone of voice is an extremely important tool for possessing a strong brand identity that stands out from their competitors. By understanding the audience from doing research, defining your brand personality by working on other aspects such as brand values, your tone of voice should be unique and clear to you.