When it comes time to develop a consistent brand voice, choosing the tone is an important step.
You want to choose a tone that reflects the kind of service your customers can expect while instilling confidence and credibility. It requires quite a bit of trial and error to choose the best tone for your brand voice.
Here are some strategies that can help.
It is a smart idea to evaluate what kind of brand voice your competitors use. While you don’t want to copy what your competitors are doing, you need to know how your brand will compare.
If all your competitors use a professional, elevated tone, and your company uses a casual tone, it is possible that customers could view your competitors as more professional.
Think about a company that sells fast-food burgers and a company that sells aeronautics equipment to the United States government. The price point for these two companies couldn’t be further from each other.
As such, you’d expect the tones these companies use in marketing materials to be vastly different.
The fast-food company is probably more casual, referring directly to the customer as “you.” The aeronautics company is likely very professional, with frequent use of technical jargon and the third person (he, she, they) point of view.
If you sell inexpensive products, you want to convey accessibility, not luxury, and vice versa.
One of the most important parts of creating a brand voice is to be consistent with the image you want to portray. If you want to be perceived as a high-end company, it is critical to invest in high-quality printed marketing materials on the best paper, use a high-end professional tone, and to only put up high-definition photos on your website.
Your tone should reflect whatever image you want to convey to customers so it can create a reliable and consistent experience.
The tone you start with isn’t what you have to use forever. Companies grow and evolve. You can test out different tones on a small scale, such as with a blog post or a specific marketing campaign to see if a different tone works better.
This can happen when a “solopreneur” goes from a one-person operation to hiring employees, as they discover that they shouldn’t write about “I” anymore when referring to the company as a whole.
If there is ever a doubt on what tone to use for your brand, opt for a professional and friendly tone. You want to try to balance appearing approachable, yet credible. Clarity, using the second person “you” or “we,” and letting customers know that you’d be happy to help them is a great place to start.
What tone should you use for your brand voice? It depends on your price point, your competitors, and the image you want to convey. You might even want to test different tones.
A copywriter can work with you to develop the best tone for your brand voice. The tone you use for your brand may evolve over time as your business grows.
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