When it comes to online marketing and especially with social media, how you appear to your audience is key to getting them interested in you. Not only does this have to do with the content you share, but also how you appear in general. This means you need to have a strong and attractive brand personality that is appealing to your target audience. One key element of your online brand personality is your tone of voice. Just as when you are talking to people in real life, the tone of your voice can indicate much about you. But when it comes to talking online unless you are using video, it’s hard for someone to actually hear you speaking, so it’s more important that your tone of voice is reflected in your other content, be it text or visual, but mostly textual.
Your tone of voice will be seen in not only the words that you choose to use, but also their order, rhythm, and pacing. It will be seen everywhere your company has text – your website, blog, social media, emails, packaging. Your tone of voice is important because it will reflect who you are, who the people behind the company are and what drives them and what they want to share with the world.
A tone of voice also embodies your brand’s values and personality, so it needs to be distinctive and unique in order to set you apart from your competition.
Your brand’s tone of voice is also important for building trust. Familiarity doesn’t always breed contempt; it can build trust as well. When we see things were are familiar with, we can process it mentally more easily and so feel more at ease around it. So having a consistent tone of voice is important for a brand to gain their audience’s trust.
The tone of voice can also be used to influence and persuade since we oftentimes remember more how something said made us feel than we do the actual words. So using carefully chosen words can have a great influence on a brand’s audience.
To develop a tone of voice, first consider how you, as a brand, are and how you normally communicate. Are you formal or casual? Do you use emoticons? Do you use slang? Do you have your “own” words, like “peeps” or “fave”? Do you use punctuation casually or formally? How do you use humour?
Your tone is part of your voice. If your voice is like your personality and style. So if your voice is, say, a funny/humourous voice, your tone could be either “funny ha-ha” or “sarcastic” or “dark humor” or “mean funny”. Your tone will likely change slightly with the message you are trying to get across. The good thing is that punctuation can dictate your tone, so if, for example, your message is sounding a bit too terse or sarcastic, you can add an emoticon to show you are joking and lighten the mood.
The tone of voice is an important aspect of your brand’s personality. It’s a key part of getting your message across to your audience. If you would like to know more, you can check out this article, this article, and this article to learn more about a tone of voice.
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