When you think about what makes great copy, you might first think of catchy slogans or clever taglines; but beneath all of this lies something far more powerful and often overlooked: your brand’s tone of voice. At fatBuzz, we believe that the way your brand sounds matters just as much as what you want to say. Your brand’s tone of voice is how your audience engages emotionally and understands your brand’s identity. In this blog, we’ll discuss what tone of voice is and why it’s not just a marketing tool, but an everyday essential in your brand’s written communications.
What is Tone of Voice?
Tone of voice is often mistaken as being the message your brand wants to put across, but it is rather how you convey that message and how your brand’s personality comes across through your words. It could be professional, playful, quirky, or straight-talking, but it sets the tone for how your audience perceives you and whether or not they’ll keep reading.
There are a few brands out there who are excelling in this area. For example, Patagonia with their passionate and educational brand voice showcasing their commitment to the preservation of our planet, and Innocent Drinks with their satirical and playful tone of voice which is carried across all of their touchpoints from their email newsletters to their bottle caps.
Why Does Tone of Voice Matter?
- It Builds Trust and Consistency
Customers trust brands that sound familiar to them. A consistent tone of voice across your website, emails, and social media reinforces your brand’s identity and helps to build up trust with your customers. Hearing the same messages conveyed in the same ways over and over again makes your brand reliable to your customers and they will receive it as safe, personal, and even human.
- It Sets You Apart
Your competitors may be able to offer the same products or services, but they can’t copy your brand’s voice. A distinctive tone of voice injects personality into your brand and will cut through the noise of even the busiest of marketplaces, making sure you stand out with content that is unmistakably yours.
- It Boosts Engagement
Tone of voice encourages an emotional connection to your brand which can in turn, boost engagement and interactions. Through tone, you can make your audience feel something, and when people feel something, they are more likely to act.
Creating the Right Tone for Your Brand
So, how do you find your brand’s tone of voice? You can start by asking these simple questions:
- Who are you talking to?
- What are your brand’s values?
- How do you want your audience to feel when they see your content?
Once you’ve determined the answers to these, document it through tone of voice guidelines that define not just how your copy should sound, but also how it shouldn’t sound.
What are Tone of Voice Guidelines?
Tone of voice guidelines are crucial and can be shared across your company or outsourced suppliers to ensure your brand’s communication stays consistent no matter who is writing it. These guidelines should clearly showcase your brand’s personality traits and provide real-life examples to show how those traits come to life in your copy. Demonstrating your tone gives your team and external partners a shared understanding of how to sound like your brand across every platform.
Example for a Playful Brand
Do: “Ready to jump in? Let’s go!”
Don’t: “Click here to continue.”
Example for a Professional Brand
Do: “We’re here to help you achieve your results.”
Don’t: “Let’s smash your goals together!”
While writing copy without a tone of voice can produce technically correct content, it will be forgettable among your audience. Having a clear tone of voice is what will transform your copy from merely information to a conversation with your audience. So, next time you’re considering a new marketing campaign or re-working your website, don’t just ask “what are we saying?” and ask, “how are we saying it?”.
Ready to start writing copy that converts?
At fatBuzz, our marketing team provide bespoke copywriting services for your website, social media, blogs, or email newsletters. We will also work alongside your team to help you determine your brand’s tone of voice. If you’d like some more information about our marketing services, simply fill out the enquiry form below with your requirements and a member of our friendly team would be more than happy to discuss this with you.