It's not what you said, but the way you said it!
Creating a great first impression with your customer is more complicated than ever in this competitive market.
The obvious ways are with your logo, typeface and brand name; these are all valuable ways to create a valuable first impression, and having a consistent design identity is excellent.
But have you thought about your tone? Articulate your brand distinctly and consistently through your tone of voice. Two great examples of consistent tone of voice are Coca-Cola and OldSpice!
Make your customer's choice easy. Talk to them in a way that makes them want to interact with you. After all, you're looking to create a relationship with them.
Creating and using the right tone of voice (let's call it TOV from now on) is vital to making an outstanding first impression of your brand.
And these rules don't just apply to ad copy or web copy!
Brands that are clued in showcase their TOV across all touchpoints. I've even encountered 404 error code pages showing how a brand wants to connect with its audience.
What is tone of voice?
When it comes to communication, your tone of voice plays a crucial role. It's not just about the words you choose to use but also how you deliver them. Your tone of voice can give off a particular impression and set the tone for the conversation. This encompasses both verbal and written communication. It's essential to remember that what you say should be based on your knowledge and experience, while how you say it should reflect your brand's personality. By being intentional about your tone of voice, you can effectively communicate your message and build a strong brand image.
Is tone of voice and copy style different?
Your tone of voice is crucial in conveying your message, but your copy style truly brings it to life. Whether it's crafting ads, brochure copy, or website content, your copy style can make all the difference in engaging your audience through a compelling narrative.
Why is tone of voice powerful?
Every business has its own set of brand values that make it stand out from the rest. These values shape how you conduct your business and how others perceive you. They are unique to you and define your tone of voice.
Maintaining a consistent tone of voice and language is vital to setting yourself apart from the competition. Customers will more likely recognise your unique qualities and choose you over others when you are consistent. Remember, your brand values are what make you memorable!
Should I have tone of voice guidelines?
Gosh, I can't count how many times I've seen this section in a client's brand guidelines. I can't say it makes me happy.
One of the challenges of copy style guidelines is catering to the needs of two distinct audiences: internal employees who write short pieces of copy like emails and external contractors such as freelance copywriters who need to feel confident about their writing.
When it comes to tone of voice guidelines, it's best to keep them concise and straightforward. Focus on fundamental principles and provide examples of poor and excellent practices. Even if your tone is fancy and polished, it's essential to prioritise good writing. To achieve this, follow two crucial tips to make your text pleasant to read and write.
Be human
When you write, try to speak as if you are talking to a friend. Use active voice instead of passive voice. It makes the text more personal, less formal, and easier to read. Here's an example:
Passive: Your email will be replied to in due course.
Active: I'll get back to you as soon as I can.
Be simple
It's best to opt for brevity when it comes to language. If a more straightforward word or phrase can convey the same meaning, using it rather than a complex one is best. This helps to get your point across more efficiently and effectively.
How to create your brand's tone of voice?
To successfully build and grow your brand, you must deeply understand it. This means knowing every aspect of your brand, from its values and mission to its target audience and unique selling proposition. While you may feel confident in your knowledge of your brand, it can be beneficial to seek an external perspective. This can provide fresh insights and ideas you may have overlooked, allowing you to further refine and enhance your brand strategy. Ultimately, the more intimately you know your brand, the better equipped you will be to build a solid and successful business.
Hiring a branding copywriter or tone of voice expert can genuinely elevate your brand strategy.
For example, when I work with a client, I will send them my copy briefing template, which is almost like a quiz, allowing me to arm myself with the information I need to ensure the copy I write for you is just what you and your customers need.
How brave do you want to be with your tone of voice?
I urge clients to unleash their creativity and embrace their uniqueness. Take a cue from Bellroy's product descriptors and amplify the copy volume to differentiate yourself.
Conclusion
In conclusion, the tone of voice in copywriting plays a crucial role in how your audience perceives your brand and message. By understanding your target audience and their values, you can create a tone that resonates with them and builds trust and loyalty. Remember to stay consistent with your tone across all communication channels and always strive to convey your brand's personality and values through your writing. With the right style, you can create a powerful connection with your audience and drive engagement and conversions.
