Building a successful brand, it's not just about what you say but also how you say it. And here is where the tone of voice comes into play. Sounds enigmatic? Scroll down for more.
Tone of voice refers to the personality and character of the language used in the digital product. It includes factors of formality, friendliness, and the overall style of the language.
Setting a tone of voice for a digital product is crucial because it helps to create a cohesive and consistent user experience. It also helps to establish the brand identity and personality of the product.
You may have heard about brand voice, now we’re talking about tone of voice. If you’re getting lost, no worries. We’re here to help and explain all the differences.
| Tone of Voice | Brand Voice |
|---|---|
Refers to the specific mood or attitude expressed in a particular piece of communication |
Refers to the overall personality of a brand and the way it communicates with its audience |
Can vary depending on the context and the audience, and can be adjusted to suit the purpose of the message |
Encompasses the language, style, and tone used in all forms of communication, including marketing materials, social media posts, and customer interactions |
Is used in a customer service interaction, might be more empathetic and helpful |
Should be consistent and unique and accuerately reflect its values, mission, and personality |
There are several reasons why it is worth considering the tone of voice in your digital projects:
Consistency
Setting a tone of voice helps to create a consistent and cohesive user experience across all aspects of the product or website.
Brand identity
A well-matched tone of voice helps to establish the personality and unique character of your digital product, which is an integral part of the overall brand identity.
Trust and credibility
Using a precise and professional tone of voice helps to establish trust and credibility with your users and potential customers.
Differentiation
A well-defined tone of voice helps to differentiate the product from its competitors, emphasise its unique value proposition, and get remembered by your target group
User engagement
A well-crafted tone of voice builds emotional connections, setting a brand apart and making its message more engaging. This consistency boosts user experience and fosters loyalty of your customers.
As a team of digital communication experts, we know how to work out a tone of voice that will make your company shine. We will make your brand stand out from the crowd following these 6 steps:
To create a tone of voice that resonates with your audience, we start from understanding who they are and what they care about. In this research, we take a closer look at factors such as their age, interests, values, and motivations.
Knowing your audience, we define the character and personality you want your brand to embody. This personalisation helps us determine the tone and style of your communication.
In this step, we determine the main message to convey through your brand's tone of voice. Also, for you, it’s time do decide how do you want your brand to sound - is it a message of trustworthiness, innovation, or fun? Of course, we will help you to choose the most suitable option.
Once we have a clear understanding of your target audience, brand personality, and message. we move to the next milestone - your tone of voice guide. It’s a document that outlines the specific words, phrases, and tone that should be used in your communication.
While working with our partners, we make sure everyone in their team is aware of and follows the tone of voice guide. Usually, we provide training or resources to help them understand and apply the guidelines in their work.
As we start suing the new brand's tone of voice working for our clients, we pay attention to how your audience receives it. If necessary, our content team make adjustments to ensure that it is consistent and effective in helping our clients achieve their brand goals.
[ Methods & Tools ]
Our copy and UX writing team delivers everything you need to keep users engaged with your product. From content strategy and tone of voice to digital content and microcopy, we've got you covered.
Naming
Transactional Communications
Tone of Voice Workshops
Photography
Communication Strategy
[ Clients ]
“We’ll keep them hiring for every project in the future.”
Kornel Kulisiewicz
Business development director, PWC
“Our customer acquisition cost went down by about 50%. Our sales skyrocketed.”
David Winter
Co-FOUNDER, MUSCAT
“We were surprised how quickly they delivered everything we asked for.”
Bernard Golko
Chief Digital officer, OnniBus
[ Process ]
[ work with us ]
Natalia Kamieńska
Head of Copy & UX Writing
Prefer e-mail? [email protected]
Prefer e-mail? [email protected]
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