How the tone of your content reflects your brand

When creating content, there are a lot of factors to consider. One of the most important is the tone or writer’s voice you use.

The way you communicate your message is as important as your messaging. Your tone can be conversational, authoritative, or formal. Which direction you choose depends entirely on your industry and brand message.

Why tone matters

The tone of your content matters because it sets you apart from your competition, builds trust with your audience, and can be used to influence and persuade customer behaviour. Just like the rest of your branding elements, your tone should be consistent. It should also reflect your brand identity and company values. The wrong tone can cause miscommunication and discourage your audience from engaging. For example, if you provide critical medical care, you don’t want the tone of your content to be humorous or goofy. You want it to be authoritative, professional, and highly informative. However, if you throw children’s parties, goofy and humorous are perfect for your brand.

How to define your brand’s tone

Defining your brand’s tone isn’t easy, but there are some steps you can take to get started:

Refer to your company’s values. If your values are integrity, honesty, and quality, you’ll want to use a direct and professional tone. If your values are fun, young, and approachable, you’ll want a light-hearted, conversational tone.

Translate your values into vocabulary and grammar. If your company focuses on innovation, include terminology that reflects innovation, like ‘pioneering’, ‘cutting-edge’, or ‘progress’. Also create a vocabulary that does not reflect your brand. In this case, ‘traditional’, ‘status quo’, and ‘old-fashioned’. Then consider grammar rules. If your tone is very serious, stick to standard grammar rules. If it is playful, allow your writing team to bend grammar rules and write more conversationally.

Focus on how to differentiate your brand with your voice. Think about what makes you different from your competitors and work that into your tone. Does your company offer more personalised customer service? Then write in second-person point of view. Does your company have regional charm? Utilise local colloquialisms in your writing.

Once you have your voice clearly defined, get together with your team and do some training to make sure everyone understands your brand’s tone of voice. Everyone should be included in this training, from interns to the C-suite (Forbes).

Another way to ensure that your tone is clearly defined and consistent is to work with a content editor. ALHAUS’s team of content management experts can help you determine your voice. We’ll also review your content to make sure every word reflects your unique brand. Contact us today to learn more!