Do your customers know who you are?
I’m not asking if they know what you do, but rather whether they would recognise you in a brand line-up, simply by your written style of communication.
We recognise some brands instantly because of the way they look, but also because of the way they sound.
This goes beyond catchy advertising slogans. It’s in the very fabric of how they communicate, in every interaction that a potential customer has with your brand, from reading your website and sales campaigns, to the check-out process in your on-line shop. An effective brand voice is determined by leadership, it reflects organisational culture, and should be integrated throughout your organisation, because one thing everyone does, is write.
Tone of voice forms and reinforces market perception of your brand. Your brand’s voice might be informal, helpful, charismatic, light-hearted, authoritative, pragmatic, trustworthy, philosophical, or perhaps something else.
Timing is everything
There are lots of reasons you might decide to implement a Voice & Tone strategy, but it tends to happen at a time of organisational change, typically set in motion by a change in senior management, a re-brand, a new advertising campaign or change of ownership.
I work with brands to develop and integrate a unique voice and tone across all communications, giving your brand a personality all of its own. Your brand voice helps you build rapport with your customers and differentiate you from your competitors. Done properly, it acts as a unifying voice across multiple channels, providing consistency and making you recognisable to your customers.