Whatever you want to say to your customers, there are a million ways to say it. To include emojis or not to include emojis? To crack a joke or not to crack a joke? To use corporate lingo or not? These are questions that lie at the heart of a company’s tone and voice.
What are tone and voice exactly?
Tone and voice go hand in hand, but they are slightly different. Put simply, your brand’s voice is your brand’s personality. Smart. Funny. Hip. Satirical. Your brand’s tone, on the other hand, is the application of your brand’s voice on certain channels, with certain audiences, for certain situations.
For example, if your brand’s voice is funny, much of your communication will include humor. However, when you’re sharing an update about a sensitive topic or issue, your tone should shift to be slightly more serious, while still keeping your brand’s casual style.