Interesting topics, beautiful photos, and targeted advertising are not everything. A brand must have its own way of communicating with its audience – this is its tone of voice.
Tone of voice – the way a brand communicates with customers. TOV reflects the brand’s values.
In text, the tone is conveyed through the words and phrases the company uses in its communications. But tone of voice is not just about text; it also includes themes, messages, and visuals.
How to Find Your Tone of Voice?
Study Your Target Audience
This is actually the first thing you should do after registering your brand on social media.
Target audience research includes determining gender, age, interests, and income levels. Study what your audience is interested in and how they communicate with each other.
Purpose Definition
Before you write and post anything, ask yourself: “Why?” For example:
- Attract attention;
- Inform;
- Make sales;
- Entertain.
Competitor Analysis
It’s better to learn from others’ mistakes. Look at your competitors’ accounts. Analyze what you like and what repels you. The important thing is not to copy their style, but to find what makes you stand out among others.
Characterize Your Brand as a Person
- What traits would your brand have if it were a person?
- What would interest it?
- What values would it hold?
- How would it react to criticism?
Define What’s “Too Much” for You
Set boundaries for how your brand communicates with the audience. Make a list of topics and words you don’t want to use on your page.
The tone of voice does not always have to be the same. Depending on the topic and context, your tone can change.
Find your tone of voice, and make your communication more effective!
