Your brand’s tone of voice refers to how the character of your business is communicated through words, images and customer experiences. Brand copywriting shapes your business persona, and sets the scene to establish trust, relatability and brand loyalty.
"How you choose to communicate with your audience decides how engaged they are, and how likely they are to want to buy into your business idea."
Branded copywriting may be found on your website, social media platforms, emails, blog, calling scripts, training manuals, internal operating procedures and promotional booklets. Your brands tone of voice speaks on behalf of your business to include:
All communication with customers, either in person or online.
Dealings with other businesses.
Instances where your business appearances in the public eye.
In-house communication with your staff.
Brand tone also covers the internal conversations you have with yourself, as your own brand manager, when you're cooking up big plans for the future direction of your business.
You wouldn't expect a local fitness company to offer indulgent workouts beneath a blanket of twinkling stars, nor would you be impressed if your luxury hotel placed an 'Eat Now! When it's Gone it's Gone!' sign on the door of their Michelin Star restaurant.
Why Does Brand Tone Matter?
When customers discover your brand, they form a conscious and subconscious affinity to your business based on their perception of your brand values. If your tone is wrong, they will get the wrong idea, which will either bring you unqualified leads who are unsuitable for your business or send your desired leads running for the hills.
In branding, every word, and every customer experience matters. It matters to you, and it matters to your audience. It is imperative for brands to define their tone of voice from the outset, and to establish core branded words that fit well into the company's brand values, and match the tone of voice used by their desired target market.
Get Your Brand Communication Right with Strong Copywriting and Word-Use Awareness.
Branded communication plays a major role in the verbal and non-verbal conversations you have with others.
The words you use, and the way you present them, are continuously evaluated on a subconscious level by all those who come into contact with you as a business, be it on your website, when you're networking as your business representative, or when you're giving out nice pairs of branded socks to your previous clients.
Your brand tone of voice should be deeply ingrained into your company values.
Branding should actively apply across everything you do, all of the time. According to digital marketing stats gathered by SEMrush, having the right tone of voice in branding has the power to:
Build Long-Term Connections - 65% of customers surveyed said that having an emotional connection to a brand makes them feel like the company cares about them.
Establish Brand Trust - 64% of customers cited that having shared values with a brand is the primary reason to trust a company.
Increase Business Revenue - SEMrush found that brands who focus on using consistency in their tone of voice increase their revenue by up to 23%.
"Today, more than ever, customers want to read content that speaks to them, not at them or past them. Customers want to make an emotional connection with brands who share their values, and strive to establish long-lasting relationships with brands they can trust."
To craft a unique brand identity, it is necessary to find the right tone of voice that resonates well with your ideal audience, and says the right things about your core brand values.
3 Simple Steps to Create a Unique Tone of Voice for Your Business:
Step 1 - Define Your Brand Identity in Three Words
Write down the three key ingredients in your brand story. Who are you as a business, what do you stand for, and what is your business about?
Step 2 - Describe Your Business Values in a Few Short Phrases
The next step is to tap into why you do what you do, as a business. What's the primary driving force behind why the business was set up in the first place. Who do you hope will most benefit from your business, and why does it matter?
Step 3 - Identify Your Target Audience with a Character Profile
Who stands to gain from your business? What are their demographics, how do they like to interact with companies, and what is their daily use of language and style like?
Your dream clients may be trendy millennials who only shop online, middle-aged women who perhaps don't see their own beauty as well as they used to, burnt-out adults looking to change the path of their life after going through a crisis, or established investors steeped in old-school traditions and luxury living.
Adapt Your Brand Tone to Suit Your Desired Demographics.
The subtle art of selling is all about finesse.
Once you know what your brand is trying to say, and who you are speaking to as a brand, then defining your brand's tone of voice a matter of establishing where your brand values overlap with the values of the people you most want to serve, and focusing your chosen brand words around your common ground.
To successfully implement your brand's tone of voice commercially, your brand words should be adapted according to the demographics of your desired target audience.
"Creating a portrait of your target audience gives you a sense of how best to communicate with your potential customers on their own terms, within the boundaries of your established core brand values."
In branding, copywriting is the most essential part of your brand content and your content marketing strategy. Using the wrong tone of voice, or even just getting a few words wrong from time to time, can be detrimental to your business.
Close Your Leads with a Streamlined Tone of Voice.
All too often, small and medium-sized businesses are successful at running Google Ads or implementing paid advertising on social media, which generates a stream of leads. However, when the potential client gets in touch with your business to download your lead magnet or learn more about you, the warm lead freezes over and disappears without a sale. This can be frustrating for businesses, and becomes costly over time.
"One of the leading causes of lost warm leads for SMEs in the UK is inconsistency in brand communication and the tone of voice used across your business."
If a trendy millennial who is used to the casual style of social media receives a "Dear Valued Client" email at their first point of contact, they're likely to assume your business is too dated for their modern vibe. Similarly, if a wealthy investor looking for an established financial advisor gets a text that says "Hey, thanks for emailing us!" they're likely to assume you're too young to fully understand their needs.
Both perceptions may be entirely incorrect, but both businesses will likely lose leads before they have the opportunity to show what they're all about.
When you keep your brand voice consistent by investing in quality copywriting for your website, business and brand, you're giving your business every possible opportunity to resonate with the right target audience.
Matching your brand's tone of voice to suit your target demographics establishes trust. Consistency establishes trust. Brand trust speaks directly to your customers, and stimulates high levels of emotional engagement with your content to create long-term relationships with ongoing brand loyalty for enhanced success.