Personal brands and companies grow and develop on social medias every day. Such a concept as tone of voice we can hear more and more often, both among professional marketers and among ordinary and large bloggers.
And today we’ll figure out together what it is and how to develop a tone of voice in social networks!
What is tone of voice?
Tone of voice is the tone that a brand adheres while creating content, working with adv integrations, communicating with followers, and so on. In essence, this is the way the brand communicates. Every truly well-built brand will be unique, and that also comes through its tone of voice.
An example of how tone of voice affects an audience:
| Text | Tone of Voice | Impression |
|---|---|---|
| Our brand is a leader in the market. We provide advanced services and work under any conditions to create the best possible user experience. | Formal, no details | High pressure, no evidence. Possible cheating? |
| Our brand works 30% faster than any other brand on the market. You can test right now! | Formal, with details | Clear and factual, but low emotional contact. What kind of people are offering services? |
| Once you’ll try our brand, and you will never forget about it. | Informal, no details | Interesting but with no proofs |
Why do we need a tone of voice and how to create it?
- Makes the brand recognizable
The image and style of communication of the brand in the head of the potential and real audience creates certain expectations. That special way of presenting information diversifies the brand in the market, allowing it to qualitatively stand out from competitors, but at the same time it also pushes it into certain limits. Staying within these limits will make your brand recognizable, but could be disappointing to the audience if you’ll break the limits and forget your style.
When developing a tone of voice, it’s worth considering in advance whether your brand can achieve the goals you need while being within the tone of voice limits you have created. - Creates an emotional connection with the audience
Your audience actively uses certain vocabulary based on their behavior, age, gender, and so on. When creating your tone of voice, you need to take into account how your audience communicates to build emotional contact with them using a similar manner of speech.
Example: If your audience is young, using slang might be appropriate. - Brand humanization
Competent construction of communication will allow your audience to understand that there are real people behind your brand. This is important because people prefer to communicate with other people rather than dry information. Even professional information can be presented in such a way that the contact becomes more intense. - Shares your values
It doesn’t matter if you are a company or a blogger, you probably have certain values, principles and approach to the audience. Having worked out the tone of voice, you will always need to focus on these values, because they are an important part of your image. Strategically, this will help you and your audience to focus in a certain direction. - Helps you diversify from competitors
Your tone of voice will be unique, which will allow you to diversify from competitors even in the same niche. When developing a tone of voice, you should take into account what already separates you from your competitors and use your competitive advantages in creating a tone of voice.
Possible ways to build communication
While creating the tone of voice, you should take into account that the tone of your brand will be made up of several components. You need to determine how you would like your audience to perceive you and whether this will help you to work with them. Your brand might be:
- funny
- provocative
- authoritative
- discreet
- positive
- negative
- business
- conservative
- frank
- and others
It’s worth check what components of your image will consist of and how you will maintain it. In this case, just by one glance at your posts or videos, your audience will recognize you.
Take care of making great content, and the Top4Smm team will always be happy to help you with promotion!
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