What Is A Brand Tone of Voice?

Branding is one of the most important aspects of building a successful business. Whether you’re branding a product, service, or your business, you need to offer your customer the opportunity to understand you and grasp onto some of your qualities & values. In other words, you need to connect with your audience.

While a large part of branding is visual designs, even more important are the words that you use. Words are a powerful tool in sculpting your brand. What a business says and the way they say it is called their tone of voice. And it is the most important weapon in your brand-building armoury.

Does Every Brand Need A Tone of Voice?

You may not realise it, but all of the big businesses (and small, too!) have a specific tone of voice. Think of any business or brand and you’ll be able to pick out characteristics that help define the type of brand they’re trying to become. Take Coca Cola, for example.

Coke is one of the biggest and most recognisable brands in the world. Their colour scheme, typeface and tone of voice are all well crafted and specific to them.

Coke’s particular tone of voice revolves around positive emotion. Taglines such as taste the feeling make that obvious, but their campaigns in adverts – most notable their Premier League campaign and their COVID advert spot with George the Poet – push the idea of togetherness, positivity and hope. Because Coke is essentially just a fizzy drink, their tone of voice allows them to elevate their status much higher. People drink Coca Cola at any point in their lives, so Coke’s tone of voice is to emphasise the positive moments: Coke is with you whenever you make your greatest memories. This message can only be pushed through a defined tone of voice. And this tone of voice must be strict and adhered to across all platforms, branding and communication.

What Is A Brand Tone of Voice?

How Can You Find Your Tone of Voice?

Creating your own specific tone of voice isn’t an easy or quick task. The key part of this process is understanding what you want your business to be, but also what your customers want too. They must buy into your branding more than you do. Speaking in a tone and with words that relate to your target audience, while also conveying a particular style isn’t easy. But it is vital. Your prices may be competitive, your product may look cool, but your branding and tone of voice will portray something less tangible and more memorable. And that is a key lesson.

Creating Your Brand Tone of Voice

Tone of voice can also help you build a more exciting brand for products/services that aren’t in themselves exciting. As customers, we are always looking to be told a story. That’s what helps us buy into something and see ourselves in the products we buy. Take OXO, for example. Their product isn’t exciting – it’s just a brand that helps you make gravy/stock. But their tone of voice is inviting, homely and comforting. You create a feeling and story in your head when you see their brand. That connection is built through tone of voice and the way they communicate to you. That isn’t by accident.

To create a tone of voice for your business, you need to be fully aligned to what it is you want to convey with your company and the story you want to tell through your products/services. Branding and tone of voice marketing isn’t just about big businesses, though. In the vast world of local businesses, creating a unique tone of voice is an effective and reasonably-priced way to market yourself and help you stand out from the crowd.

Need Help with Branding?

For more information about how we can help do this, be sure to drop us a message. We work with businesses large and small and want to help you create a brand that stands out.

 Guest blog written by Luke Chandley at Sunshine Writing Co.

Need further advice? Get in touch with us here at Morgan Branding we have a fully dedicated team ready to help you and your business get ahead online. You can get in touch via our contact page or get social with us on FacebookTwitter, Instagram or LinkedIn! 

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