Your tone of voice i.e. “what you say and how you say it”, is just as important as your logo and certainly should be regarded as a crucial element of your brand’s visual identity.
As distinct and unique as your organisation and the people within it, tone-of-voice is based on a variety of influences including your brand’s positioning, values, personality and organisational culture, as well as the target audience groups you are looking to engage with and positively influence.
Your tone of voice and the writing style it is communicated through needs to be versatile – changing subtly for the different channels used to communicate internally and with the outside world e.g. web, print, social media, internal communications etc. It also needs to adapt, so that it remains relevant and appropriate to the various target audiences it is intended to appeal to.
Having access to commercial intelligence and insight provided by the likes of a brand audit provides us as marketers with the insight and understanding required to make tone of voice recommendations that’s right for your brand. Formalised in a tone of voice guidelines document, this then forms the basis of all your internal and external-facing communications.
To learn more about tone of voice and any of our other branding services, please don't hesitate to get in touch with our brand consultancy team.