The expression “Tone of Voice” refers to the tone of voice, that is, the mode and style used by a brand to communicate not only its products/services but also its identity and values.
It thus helps to uniquely define the brand identity, its character and personality and can be, for example, playful rather than transgressive or ironic.
As we can imagine, it is very important marketing side as it contributes significantly to the very construction of the brand image.
Defining one’s Tone of Voice is an important step for a brand, and its definition must therefore take into account:
- the brand’s defining values;
- the target audience and target buyer personas.
It is important to remember how the style chosen should be consistent and preserved across all channels and for all types of communication and messages that are to be created.
A useful tool in the creation phase is the SWOT analysis that allows you to focus on the salient points around which to create your communication style.
According to the Nielsen Norman Group, the “Tone of Voice” can be composed of 4 dimensions:
- fun/serious;
- formal/informal;
- respectful/irreverent;
- enthusiasm/reality.
