Woman defining the tone of voice for a brand's marketing strategy with sticky notes
A brand is, in many ways, like a person. Its voice can help us understand who it really is and what its value is, so the more defined and clear it is, the better we can connect with it . Otherwise, the brand risks going unnoticed among thousands of similar brands in the market.
This makes marketing and communication strategies essential to bring the brand to life and provide it with a tone of voice with true personality . Still not implementing strategies to achieve this? Don't worry! In this article we solve this for you and explain how to define the tone of voice of your brand to achieve its positioning and create a deep connection with your audience.
Talking to connect
First of all, let’s define a brand’s tone of voice as the way a brand communicates and connects with its audience . It is made up of the vocabulary, attitude, and intention with which a brand wants to address a user or customer, and it is found in any form of content produced by the brand, such as blogs, landing pages , advertisements, among others.
A defined tone of voice is list of telegram users in korea incredibly beneficial for any brand, as it helps it clearly differentiate itself from its competition and communicate its value more effectively . This allows brands like IZA to generate preference in a saturated market, because just like people, we feel more confident when we know them better.
Brand Voice vs. Tone of Voice: What’s the Difference?
It is common to talk about brand voice and tone of voice as if they were one and the same, as they are always linked in marketing and communication strategies. However, it is important to distinguish between them and know the limits of each.
While brand voice can refer to a brand’s overall personality , including its values and universal outlook on the world, tone of voice is specifically about the dialogue that takes place between the brand and the user . Tone of voice is then the form of verbal, and even visual, language with which we interact with the brand.
Therefore, although a brand's tone of voice must be consistent , it is not usually identical across the different communication channels it has with its users. For example, at IZA we can use a formal tone when writing mailing lists or in our press releases, and choose to express ourselves more casually on social networks where we will connect better with a younger audience.
Marketing strategies to define the brand tone of voice
A brand doesn't learn to speak overnight, so marketing and communication strategies focused on defining its tone of voice will be your best allies. Build your success plan by following this step-by-step guide :
Define your core values
What inspires your brand? Maybe it aspires to innovation or continued growth, or to create an intimate community. Ask yourself, what does your brand care most about achieving , and how can it do so?
In general, brands identify their values through the company's mission , vision and goals . This not only allows a company's staff to always be on the same page, but also encourages external interest and investment, as indicated by the Zeno Group study , which shows that customers are more supportive of companies with a clear purpose .