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. In order to effectively communicate and build lasting relationships with customers, you need to nail down what you want to say and how you want to say it.
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 humour. However, when you’re emailing a notice about a product malfunction, your tone of that email should be slightly more serious, while still keeping your brand’s casual style.
Here are a few things to consider when nailing your own brand’s tone and voice:
Find your audience
In order to connect with your customers, you need to know who your customers are and where they’re interacting with your brand. For example, if your a retail brand and most of your social media audience is generation Z, then perhaps a more casual or playful tone would be a better fit than something overly formal.