Your tone of voice is your brand’s unique personality, character, language, and purpose. It helps you bond with your audience, build credibility and trust. In order to develop a voice, you must first decide what do you want to say to the world?
In 501 BCE, the great Greek Philosopher Heraclitus said “a man’s character is his faith”. This statement is also valid for your brand’s personality. So you better choose a good one! (no pressure). We have 2 suggestions to get you started:
1. Focus On Stories
Marketing is about value. What does your company stand for at its very core? Define the value you provide to your customers, then build a unique story around the goodness you serve.
Don’t look at value from the perspective of the sport shoes you manufacture, the cars you sell, or the accounting services you offer. Instead, build your unique story around honoring great athletes, helping things move forward or building small business heroes. Even though Nike sells sneakers, when you think about their brand you think of great athleticism, courage, victory, and celebrity endorsement.
So what does your brand believe in? Get inspired. Dig deep. "The people who are crazy enough to think they can change the world, are the once who do” (Steve Jobs)
2. Determine Your 3 C’s
Culture: What makes you unique? If your brand was an animal, what animal would it be? What is the exclusive experience you offer?
Community: Learn the language of your customer base and interact with them in those same terms.
Conversation: How would your company sound like at a backyard barbecue, a cocktail party, a black tie gala, at the local pub? Personality and authenticity are key here.