5 questions to ask when defining your Tone of Voice

Defining your tone of voice is the first step in deciding who your brand is going to be online and offline — and yes, these two worlds should align. Tone of voice is how you speak, it’s the words you use, the words you don’t use, the topics you discuss, your values — and it’s how a business carries itself entirely. According to Grammarly, this includes “the mood or emotion you convey in messages to your audience through specific word choice and writing style.” Tone of voice moulds the relationship between your brand and your audience, so you want to get it right.

Here are 5 questions to ask yourself when defining your brand’s tone of voice.

1. Who do you want to be? If you don’t know who you are and/or who you want to be — how can you exist authentically? Just like in the real world, the same applies to your business online. A great exercise to try is picturing your business as a well-known celebrity, character, and/or influencer. Is there a specific person that comes to mind, one that resonates with your audience and your business, or embodies similar values? This is a great place to start when defining who your brand wants to be and how it wants to speak. Envisioning your business as a being with its own identity will help the brand stand on its own.
2. What are your values? If you’ve written your mission statement then you will have defined your values as a company by now. Internally and externally, inject these values into absolutely everything you do and across all digital outlets. Whether you’re writing emails, captions, or filming videos, continuously ask the question, “does this message align with our values?” Values are how humans relate and connect, and are increasingly becoming a part of how we decide to spend our money. When defining your tone of voice, consider your target audience values, your brand values, and where they intersect.
3. What terminology do you use (and do not use)? Knowing where your brand stands on specific issues and how to speak about each one is important for tone of voice and community management. Part of this means being self-aware, inclusive, and understanding how your audience prefers to be spoken to and interact. Another part means knowing when and how to speak up. No matter what kind of business you are, or what industry you’re in, there will inevitably be a time when you will have to openly take your stance on a controversial issue. Having specific guidelines about phrases, terms, and topics that are off the table will help your team engage accordingly and create a safer environment.
4. What are your Content Pillars? Content pillars are the three tiers that define your entire content strategy and all of the topics within it. Know your content pillars well and understand how they fit within your audience objectives and brand persona. Shaped by business objectives, target audience needs, and SEO, content pillars go hand-in-hand with brand tone of voice and significantly shape how your brand speaks.
5. Who is your audience? Knowing your audience is key to defining tone of voice as that is ultimately who your business is trying to connect with online. Knowing their demographics, psychographics, geographics, likes, dislikes, who they relate to, and who they engage with online, will give you insight into how to speak with them in a way that resonates. The more you know about your audience, the better you’ll be able to communicate with them.

The words we use matter, especially when it comes to digital marketing. Use your tone of voice wisely and you will go far as a brand.

Need help with your digital marketing? Get in touch or email styledbygracieclemens@gmail.com.