How to Find Your Brand’s Tone of Voice Online

When it comes to creating content for your company’s website and social media, I cannot stress enough the impact of having the right tone of voice for your brand. Businesses spend a lot of time perfecting its logo and website design. However, equally important is the manner in which you communicate with your consumers. Remember, that the way you deliver the message is just as important as the actual content of the message.

For example, notice the difference in how these brands speak to you…

By going through their Facebook pages, you’d notice that Starbucks is more inspirational, McDonald’s is more fun, while L’Atelier has a more serious or sophisticated tone. The tone can affect how consumers perceive each brand’s unique personality, its price point, and target market.

Why is having the right tone of voice important?

Having hundreds of brands advertise to consumers everyday can be daunting. People yearn to speak to real individuals. They want authentic conversations. So when businesses come in and try to sell with messages like, “Buy now while stocks last…”, “Get a special discount for every AED 500 purchase…’’, etc. consumers tend to turn a deaf ear because they are overwhelmed from receiving similar messages from other advertisers.  

On the other hand, when consumers hear you and they know that you are after adding value to their lives, that you genuinely want to build a relationship with them and that you are not simply after profit, they will start seeing your brand differently.

To achieve this, you need to discover how to communicate to your target audience in such a way that reflect the true nature of your brand and that you are speaking in a language that engages your audience.

How to find your authentic voice

Here are three steps in determining your authentic voice online…

1. If you are the founder of the company, then reflect back on your brand’s mission and vision. Why was your company founded in the first place? What are its core values?

If you are employed in the company, meet the stakeholders or decision makers and map out what they want the brand to stand for. What is its core purpose?

Is it to help your consumers live a healthier lifestyle because your product provides them with a better option?

Is it to make people happy by giving them a drink that their whole family can enjoy, just like Coca-Cola?

This will give you an idea whether you want a more serious take to your brand, or if you want it to be more inspirational, adventurous, or edgy and fun!  

2. Talk to your consumers. 

What does your brand stand for in their minds?

• Apple is seen as innovative, cool, and inspirational.
• Red Bull is adventurous, strong and ignites adrenaline.
• Stella McCartney spells trendy, luxury chic fashion, and animal friendly.

These insights will be very useful when you are crafting a tone of voice for your brand. If your brand is adventurous then your posts on Facebook and Twitter and the photos that you showcase as well should reflect this.

3. Look back at your company’s unique selling proposition. What is your brand promise and what do you offer differently?

NARs and L’Oreal both sell beauty products. However, L’Oreal alludes to science and advancement and has a much lower price point than NARs.  So L’Oreal’s tone of voice could be informative, showcasing the latest technology in beauty. True enough, you would see posts on Facebook like, “Did you know that the INFALLIBLE Powder Foundation provides ultimate hold with a non-drying texture for the most flawless skin finish? Are you using it?”

In contrast, inspired by French Vogue, NARS offers high-end beauty products mainly concerned with make-up artistry. Its brand strategy focuses on initiatives that conveys its fashion heritage. NARS’ tone of voice is more elegant. Their posts on social media spells luxury, staying consistent to its brand promise.

So now it’s your turn. If you need help crafting the right tone of voice for your brand on the web, talk to our Digital Strategist for a social media consultation. This will be given FREE of charge for the first 50 registrants. Click below to sign up!