Tone of voice - your brand's personality

March 27, 2017

Did you ever think about your brand’s tone of voice? And have you wondered how it turns people to your brand?

What's your voice?

Ok, you definitely use a variety of channels, including social media, to communicate with your audience. But have you ever thought about how consistent this communication is? What makes people remember your brand?Or rather - would they feel they had contact with your brand?

How do you communicate?

Look at the recent posts on your social media channels. Is their message consistent? Is it a value that you want to convey to your customers as a brand? Is your message clear?If you use you can check all posts in the calendar.[caption id="attachment_1473" align="alignnone" width="1008"]

Social media calendar

Social media calendar[/caption]

“The best way out is always through.”― Robert Frost

Your tone of voice must be consistent with what your brand offers. In your activities, whatever channel you choose, put on a simple and real message. If you offer value that you do not really have, in the social media world you will quickly be exposed. Give the real information about your brand and products to your audience. This way, you will create your unique tone of expression, which will become your hallmark.

Define your audience

Communication can be informative, educational, entertaining. It is important to know who is communicating and for what purpose. If you want to entertain, teach, or communicate in your social media channels, do it in thought. Keep in mind that specific actions or tone of messages attract different people.Identify who you want to be with and whom you want to communicate with. It will be easier for you to choose the right tone for such an expression. Will you address your recipients formally, per "You" or by name? What’s your audience age? What do they like? How does this affect the products or services you offer?

Specify goals

Do not forget to specify what goals you want to achieve by creating your unique tone of voice. Is it to increase sales, popularity, branding? Also, specify how you want your goals to be measurable. This will make it easier for you to adapt your communication to your audience in the future.

Check the effectiveness of your communication.

You don’t create a message about your business for yourself (usually). You create it for your audience. Are they interested? You can check the effectiveness of your actions with post analytics.[caption id="attachment_1471" align="alignnone" width="977"]

Postfity analytics

Postfity analytics[/caption]

Case Study: Dove Real Beauty Campaign

Dove was the first to show real women, with their curves, freckles, differences in skin color and diversity as the asset. Cosmetics for women so far have been aimed at improving, in order to "be like ..." Dove Real Beauty Campaign showed that skin care could be a pleasure, no matter who you are and how you look like. This was a breakthrough in the way women perceive advertising.Dove found his tone of voice strong enough to make it recognizable. This year they are celebrating 60 years by reaffirming their Dove #RealBeauty Pledge - brought to life by world-renowned photographer Mario Testino.

Case Study: Carlsberg, Probably the best campaign ever

In 1973, ad agency Saatchi & Saatchi gave Carlsberg the tagline “Probably the best beer in the world.”Since then, Carlsberg has communicated with consumers in such a way that it is a recognizable brand with just one word: probably. With its unique content and tone of voice, he was able to conquer social media and capture #IfCalsbergDid and #Probably as recognizable mark.[caption id="attachment_1475" align="aligncenter" width="424"]

Carlsberg #Probably

Carlsberg #Probably[/caption]Its characteristic tone is so recognizable that during the EURO 2016 it was enough to advertise a single word - Probably. And it was probably a precedent for this type of advertising at sporting events.

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