Are you speaking your customer’s language?
With brand voice being one of the most important, yet overlooked, aspects of marketing, it’s important to fine-tune your brand’s voice and tone, and establish how you want to speak to customers.
Whether you’re unsure of what your brand’s voice is, or if you’re feeling tone deaf, here’s a quick guide to help you find your brand’s authentic online voice and tone, and why it’s important to do so.
What is the difference between voice and tone?
Voice and tone are similar, but it’s important to define the difference between the two. Your brand’s voice should remain consistent across your platforms, whereas your brand’s tone might differ across different platforms based on the audience.
- Voice: An expression of your brand’s personality.
- Tone: How your brand’s vice is applied.
Why does voice and tone matter for my content marketing strategy?
While users want to know about upcoming deals and product launches, they also want to know what sets your business apart from others. Creating an established voice and tone will help communicate how you want your business to be presented.
One of the most important reasons why establishing your brand’s voice and tone is creating a humanizing effect to appeal to your users. When audiences feel personally connected with your brand, they will feel like they are connecting with real people over robots. This will also help develop a rapport with customers who will be more willing to engage with your content.
How can I find my company’s tone and voice?
Finding your company’s tone and voice is no overnight accomplishment, but answering these questions can help you define how you want to communicate with your customers.
- What are our company values?
- How do we want to be portrayed online?
- How don’t we want to be described as?
- What do our target audience members look like?
- What type of content are we creating for our target audience?
- What are we using social media for?
- What do we want to offer to our audience?
- How do we want our target audience to engage with us on social media?
- How can we retain our current customers?
- What sets us apart from other brands?
How do I separate voices and tones on different platforms?
To identify which platforms require a specific tone, figure out the differences between the social media platforms you’re using. Your tone on Snapchat or Twitter will be more informal than your professional tone on LinkedIn. While you can use some cross-promotions across your social media channels, some may require fine-tuning depending upon the content of the post and which platform you’re posting to.
When you parrot everything your competitors are saying, you’ll be lost in all the noise, but having a distinct voice and tone helps you stand out.