Tone of voice encompasses not only the words you say but their order, rhythm and pace. However, in the business world the phrase ‘tone of voice’ refers to the written word. Your company’s tone of voice should be consistent throughout all written copy, including your website, social media messages, email and packaging.
Here at Brandlective®, we’ve revealed why the tone of voice is important in content marketing:
It’s an expression of the people behind the brand
We’d like to highlight how it’s not just about what a company does, but who it is that makes it a brand. A tone of voice should embody and express your personality and core values.
It sets you apart from the rest
Your tone of voice needs to be distinctive, recognisable and unique. Culture and dialect are significant factors dictating a person’s approach to words and we believe that you should not be afraid to reflect this in your written content.
It builds trust
There is a strong link between familiarity and trust. Something familiar requires little effort to process mentally as people feel more at ease around it. Sticking to this theory, we suggest that a company must be consistent in its use of language so that its writing becomes familiar and therefore trustworthy to your customer.
It can be used to influence and persuade
People might not always remember what you said but they will always remember how you made them feel. It is often the way something is said that evokes a certain feeling. Therefore, the tone of voice can be used to influence decisions and persuade within content marketing.
We’d like to highlight that in order to develop a unique tone of voice you need to look at your core values as well as who your customers are.
“Would your customers appreciate, informal or formal language?”
“Will they understand industry jargon or will they appreciate a more relaxed approach?”
These are all questions which will help you to develop your tone of voice.
We’re an online marketing and communications agency who work closely with our clients’ brands in order to develop a strong online presence. We’d suggest reflecting on all the questions mentioned above to help you maintain a consistent tone of voice throughout all of your online content including websites and social media.