Watch your tone! There’s a reason this is uttered during an escalated debate. Your tone provides a certain connection with the receiver. The same applies to your brand’s tone.
Have you ever had an argument over text message? If so, I bet you were frantically typing trying to get your point across to the nitwit on the other end.
You probably even used an emoji or two.
I bet the argument escalated when you used ALL CAPS, right?
Well, just like in the physical world, your voice enhances or reinforces your message.
It’s natural to think any suggestions about adjusting your tone is negative. It’s actually a tactic people use to positively convey a message. You don’t need a Ph.D in psychiatry, a notepad and pen to use this tactic effectively. As a marketer, you can use your brand’s tone to build a better rapport with your audience.
Here’s why it matters…
5 reasons why you should care about your brand’s tone of voice:
It Makes You Human
There are many advantages to being human. But there are more advantages to your business if you sound like one. People want to speak and do business with other people.
This allows for a deeper emotional connection during the transaction that is more comforting. Simply put, this connection is the difference between a sale for you or one for your competitors.
In B2B, there are costs and priorities to consider when choosing a business partner. At the end of the day, however, transactions will be conducted with firms clients feel good about.
The same values seen in B2C transactions, such as authenticity and openness, are apparent in B2B transactions. Buyers of all types are looking for the emotional truth behind a transaction, not just the rational benefits.
It Helps You Cut Through
A great way to cut through the clutter of communicating with your audience is to establish a unique tone of voice. A voice that your audience will immediately recognize and associate with your brand without even seeing your logo.
Eat24 does a nice job of bringing two iconic voices together to promote its brand. The smooth rhythmic tone of Snoop Dogg and the raspy voice of Gilbert Gottfried’s quickly grab the viewer’s attention. It’s almost like a sweet and sour one-two punch that makes the commercial so special.
Now that’s how you cut through.
It Replaces Face-to-Face Communication
Whether we like it or not, digital communication is quickly replacing face-to-face communication. Most consumers will utilize digital platforms before making an attempt to contact someone to complete their purchase.
For instance, a consumer will review a product website, search for information online or review a brand’s social media to see how it engages its consumers.
The tone of your written communication on these platforms will build trust from the start. We must recognize how face-to-face communication is diminishing and that our written communication must resemble human interaction.
It Builds Authority
Some of you may know that giving a TED Talk is on my bucket list.
Because if you have the honor of being in the TED Talk fraternity it significantly builds your authority.
I consider this the Super Bowl of speaking.
One thing you’ll notice is most of these talks are very conversational and entertaining. Yet, they are conducted by brilliant people.
The presenters are on a high-profile stage, and they are speaking in a very conversational tone.
So, what does this mean for your brand?
When developing the tone for your brand, think about how the TED Talk presenters are speaking. There seems to be a direct correlation between authority and tone. In most cases, authority demands a very serious tone. To contrast, the opposite is more effective because the information presented will be received well. An authority figure is a person with the ability to shape actions, thoughts, and opinions. A person that communicates with a conversational and entertaining tone will have more influence. Period.
It Gives You Focus
Focusing on your most impactful consumer will cause you to establish a tone of voice that resonates with that segment.
If you’re having difficulty effectively communicating with your audience, by incorporating the brand’s tone of voice into your communication strategy you can create content aligned with that tone to build robust relationships with consumers.
Your tone can also help you set a strategic direction by aligning your business objectives to mirror that tone. Additionally, the consumer market has embraced niche businesses, and your tone of voice will help you position yourself as such.
It Makes You Different
Your brand’s tone voice enhances your brand story.
It distinguishes you from the competition by providing unique engagements with consumers.
It makes you human, which allows you to cut through the clutter while simultaneously building authority.
It also puts you on the forefront of digital communication by incorporating human interaction in the written text your customer will most likely consume before contacting your organization.
Overall, being different is probably the most important reason you should care about the tone of voice for your brand.
In a world where the consumer market is over-saturated with marketing messages, your tone of voice will create a special connection between you and your consumer.
So, watch your tone!