The tone of voice is a form of style, tone, and language selection that brands use to communicate their value and build a strong brand image through writing.

Developing a tone of voice can be a complex task for businesses, as it not only reflects the brand’s core values but also needs to resonate with the characteristics and preferences of the target audience.

To learn more about tone of voice and how to effectively create one, check the following article!

What Is Tone of Voice?

Tone of voice is a brand's distinctive style of communicating with its audience to reinforce the brand's identity and image. 

In short, it encompasses all the language styles that a brand uses in its written or visual content across various marketing channels. In most cases, this element can also be considered as a brand character.

Therefore, it must be used consistently to make a brand stand unique, different from competitors, and have a deep connection with the target audience.

Benefits of Tone of Voice

Here are the benefits you can get by determining an effective tone of voice for your business:

• Differentiates your brand from the competition.
• Serves as a guide for various social media or website content production.
• Increases audience loyalty and trust.
• Increases sales.
• Improves user experience.
• Build brand awareness.
• Build a better connection with your audience.

Types of Tone of Voice

Every company has a different type of voice tone, depending on the characteristics, values, and image it is trying to build. 

There are several types of voice tones that you can apply to your brand, including:

1. Inspirational

An inspirational voice generally uses language that motivates and inspires. Brands that use this style of language not only focus on the products and services they offer but also encourage their audience to dream big and take on challenges. 

2. Empathic

The empathic communication style emphasizes a sense of understanding and building trust with the audience by responding to their needs and helping to solve their problems.

3. Professional

The professional tone emphasizes a competent, knowledgeable, and reliable business image. This style is often used in B2B businesses such as legal, financial, training, and health consulting services.

4. Firm

Another type of tone is assertive. In this tone, the brand is firm and confident in its authority. By using this style, companies can showcase their proven and recognized expertise to gain the audience's trust.

5. Playful 

A playful and light-hearted tone can create a positive connection with the audience. This tone is suitable for businesses that want to create an impression that is humorous, relaxed, and easily accepted by the audience to entertain, attract attention, and create a fun atmosphere.

6. Friendly

This type emphasizes warmth, friendliness, and politeness to make the target audience feel more comfortable and valued. However, to hold a balance between informality and professionalism, make sure to maintain a standard of respect and competence.

How to Determine Tone of Voice

Once you know the types of tone, you may be wondering what tone works best for your brand. 
Here are some best ways you can implement to determine the tone of voice for your brand:

1. Know Your Brand Equity

The first and most important step in determining your tone is to identify and think deeply about your brand's uniqueness, core values, and primary purpose. 

You can start by answering basic questions such as what is the purpose of your brand, who is your target audience, how can your brand achieve the purpose, what are the values of your brand, and how do you want your brand to be perceived by the audience?

2. Determine the Appropriate and Appealing Tone 

After learning more about your brand, it's time to choose an appropriate and interesting tone of voice. You can choose the language style that best describes your brand.

For example, if you run a family restaurant, you can use a warm and friendly tone as if you are talking to friends and family.

3. Know Your Audience

For effective communication between the brand and the audience, you must also consider the preferences and needs of the target audience.

If you already know your target audience, then it's time to learn more about how they communicate and what kind of communication they prefer.

You can also research the tone of competitors in your industry by learning how they communicate with their audience and evaluating the research.

4. Create a Policy

Last but not least, to maintain consistency in a brand voice, you can create a clear guideline. 

This guide can include data such as brand identity, target audience, tone of voice types and characteristics, language style guidelines, and examples of language style applications.

You need to have this guide as a standard rule that all employees can follow to ensure that the communication style becomes more consistent, professional, and in line with your brand identity.

Tone of Voice Examples

To help you better understand the concept, this is a tone of voice example in some brands.

1. CMLABS

CMLABS is an SEO agency that provides various SEO services such as SEO services, writing services, digital media buying, and SEO political campaigns. 

Based on the writing on its website page, cmlabs uses a professional and assertive tone of voice.

Language Style:

• Style: Professional and assertive.
• Sample Sentences: Whether your business is in the early stages or the midst of a digital transformation, cmlabs is ready to help with your marketing challenges. Find the audience searching for your brand on Google, now!

Use pronouns:

• Pronouns: Use the word "you" to speak directly to the audience.

2. VISUWISU

VISUWISU is a graphic and visual design company. In marketing its services, VISUWISU uses a tone that reflects creativity and innovation.

Language Style:

• Style: Creative and formal with a friendly touch.
• Example sentences: Explore what a brand personality is and how you can use it as the foundation of your company's marketing.

Use of Pronouns:

• Pronouns: Use the word "you" to speak directly to your audience.

Conclusion

Tone is one of the most important aspects of copywriting. With tone of voice, the company will have a strong identity in front of customers so it can build a deeper connection.

If you are still confused about determining copywriting techniques such as tone of voice that are suitable for your brand, you can use Copywriting Services by cmlabs that are experienced in their fields!

Let's create your business success through a strong brand image together. Contact cmlabs marketing team and discuss your needs now!