Have you ever had someone do an impression of the way you speak? It’s flattering to be recognized by the way you carry yourself. It shows that you have established a charismatic and distinct personality. That’s what you want your copywriting to do for your brand, to give it a personality that is unique to your company.
The tone of voice is how the character of your brand is expressed. It is how your content is constructed in a way where it communicates the impression you want your audience to perceive.
When building a brands tone of voice, it’s important to ask the five following questions:
“People don’t buy what you do, they buy why you do it.
What is the 'Why' Behind What You Do?
There are millions of people doing what you’re doing. Why you do it is what’s compelling. It is why they might choose you over someone else. It is why the voice you communicate in is important. Here is a short checklist of questions to think about.
Now that you have more clarity on your ‘why’, the next is to use three to five words to describe your brand’s characteristics. Another really great exercise to do is to describe what you mean by that word.
List out actionable things that you can see come to life. What does it mean in actual writing?
This is about honing in on your social intent, and how you want to stand out.
How Would You Set Apart From Your Competition?
If you take away the logo and company name, can your audience still distinguish you from your competitors? Are you - a pumpkin spiced latte? During Fall, 15,000+ Starbucks across North America serves up their seasonal pumpkin spiced lattes. You don’t want to be just another PSL. Stand out from the crowd. Take a look at all your existing marketing material. Gather videos, webpages, social media content, and weed out the ones that can be mistaken for your competitors. We want to put together examples that express your unique brand voice.
What Kind of Person Would Your Brand Be?
How Would You Give Your Brand Character?
Now that we’ve transformed your company into a person, how does this person speak?
Is it formal or informal? What would be some words that this person would often use? Put together a list of your industry terms, something that your audience would understand. Refer back to your ‘why’ and get into the shoes of this person. Visualize this person having a conversation with your audience. Try to avoid using jargon. Collect not only a list of keywords that you would use but also a list of keywords that you would never use, that feels off.
How Would You Stay Consistent With Your Voice?
Let’s start by differentiating tone versus voice.
Voice is your personality, this should stay consistent. It conveys your beliefs, your values, your character. It’s what sets you apart from other people.
However, your tone can change based on the following questions:
If you’re not intentional with how you deliver your message, then it can become confusing not only for your audience but also for all those involved in your company.
Get your team involved early. Share with them examples of your marketing material that expresses your unique voice and sets you apart from your competitors. Make sure there is a place where they can easily refer to and see the company’s ‘why’; a list of words that describe the personality of your brand; a list of keywords that you would speak in and not speak in.
“You attract the right things when you have a sense of who you are.”
In this day and age, we want to know who the company is through its people. People want transparency, authenticity, and see human qualities when choosing a brand.
When you have a consistent tone of voice, the audience will feel that they know you, which then builds trust. It helps you to be familiar and builds credibility. They can count on you to deliver unfailingly. That working with you would be an unwavering experience.
“Be yourself, everyone else is taken.”