Why is this so?
This is because brands have a voice or tone-of-voice, as it is called in marketing. This is another mega-ability that helps a company differentiate itself from competitors. In this article, we will analyze: what is ToV, how to build a communication base, examples of voices, and why it is so important in branding development.
What is tone-of-voice?
Tone-of-voice is how and what a brand speaks.
You can understand "how voice works for consumers" using the example of the Voice. The trainer has to choose a candidate by voice, without looking at them. No visual cues influence the choice - only he and the voice. If the voice of your brand is impressive, the consumer will be excited to press the "red button" and look around.
Branded communication allows us to be consistent across every channel. The “way you speak” should become a brand identity for consumers.
On the Internet and in close marketing circles, there is a division between tone and voice. For a deeper understanding: compare these two things with people. While voice can change over a long period of time, we juggle with tone every day.
The brand voice defines the worldview, and the tone defines how to convey it to everyone around you. But these concepts are quite related and complementary, so it is not necessary to memorize these differences. And in general, the content is always important.
How to determine which brand voice is needed?
Brands often talk about the same thing, but in completely different ways. And not even responding to a request or adding funny copy to business cards is also part of the voice.
In order to make communication easier, there are 3 important questions to consider:
- Tasks
Everyone keeps saying that “brands should make you fall in love and give you emotions”. Yes, but let’s be honest – this is not the main thing. Every business has its own goals and objectives. They need to be precisely defined and prioritized.
After all, the task itself can affect the nature of communication. For example: do you entertain your audience with abstract content or do you talk about yourself to attract a new one? Ask questions like this and you will get to know your brand in a new way.
Share your global goals and missions with people, as global brands like Apple, Dove, and McDonald's do. And maybe tomorrow your brand will make the world a better place.
Target audience
But all the points above depend on the target audience – on the people to whom these messages are addressed.
Make sure that when communicating with the brand, the consumer recognizes himself or herself or someone with a similar worldview. To do this, the portrait of your consumer must be clearly analyzed. You don’t need to invent it – you need to conduct market research. Only with the help of them will it be possible to collect a holistic image, find out their values, pains, and even get insights.
Thank you for watching and for your vibes :)
