How defining a consistent tone of voice can impact your business. Part 1.

Every individual has a unique way of expressing themselves. If you were to close your eyes and imagine somebody close to you, you would likely be able to envisage the things they would say and how they would say it. You’d be able to draw upon their unique mannerisms, quirks, and tone. Whether it’s Gary the gardener from Guernsey or your Nan’s best friend Jean, we all express ourselves differently.

This sentiment also applies to brands. A brands persona is communicated in both the way they look and the way they sound.

 

Why does having a tone of voice for your brand matter?

It’s what makes people, people, and brands, human.

Having a defined tone of voice born out of your brand values, can humanise your brand. It can make a brand appear approachable, warm, playful, straight forward… it ensures your brand knows exactly who it is and how to communicate confidently to customers.

Communicating with a consistent tone of voice can make your brand appear more trustworthy and reliable; both of which are vital traits when striving to build a loyal customer base.

Speaking on a study he conducted, Richard Edelman, stated “Trust has always played an important role in brand purchase. But consumers now have much larger expectations of brands and their trust is predicated on how well a brand can pass through three gates of trust – product, customer experience and impact on society.”

Remember, your customers won’t always remember what you said to them, but they will always remember how it was you made them feel.

Insights from a study undertaken by Deloitte reveals that 62% of buyers feel they have a relationship with a brand. Deloitte highlights the importance of emotional connection and the desire to feeling cared for in creating long term relationships between companies and customers. Therefore, the language you use when communicating with your customers is key and could be key to your business’s success.

Having an established tone of voice for your business can be inherently useful for your business internally too. It ensures everyone is on the same page of the same book and talking the same language, whether it’s a new starter within a business or somebody who’s almost part of the furniture, a consistent tone of voice really matters.

Trust us at Thrive, to clearly define and align your business’s tone of voice values and principles, to make sure you’re saying all the right things to your people. Get in touch at hello@wethrive.agency.

 

Tune into part 2 of this blog post outlining framework to help you define your tone of voice principles.