Katie Lake Volcof of Studio Lago Design

The importance of brand tone of voice

Apr 3, 2023

As a branding and website designer, I get the importance of creating a strong brand that speaks to your audience. But beyond the visual aspects of branding, such as colors and logos, lies a crucial component that often gets overlooked: tone of voice. Your brand’s tone of voice is how your brand communicates with your audience, and it can greatly impact how your brand is perceived. Let’s look at the importance of brand tone of voice as part of the branding process.

Firstly, let’s define what tone of voice means in the context of branding. Tone of voice is the way a brand communicates with its audience, including the language, vocabulary, and syntax used to convey a message. It’s about creating a personality for your brand, and using that personality to communicate your message in a way that resonates with your audience. Your tone of voice is what sets your brand apart from your competitors and helps to build an emotional connection with your audience.

One of the key benefits of developing a strong tone of voice for your brand is that it helps to build trust with your audience. When you consistently communicate in a way that reflects your brand’s personality and values, your audience will come to know what to expect from your brand, and they’ll feel more confident in doing business with you. For example, if your brand’s tone of voice is friendly, approachable, and conversational, your audience will be more likely to feel comfortable engaging with your brand and sharing their thoughts and feelings with you.

Another benefit of having a clear and consistent tone of voice is that it helps to create a sense of brand recognition. When your audience is exposed to your brand messaging across various channels, such as your website, social media, and advertising, they’ll start to recognize your brand’s unique tone of voice. This can help to increase brand awareness and recall, making it easier for your audience to identify your brand when they come across it again in the future.

Katie Lake Volcof of Studio Lago Design

In addition to building trust and brand recognition, a strong tone of voice can also help to differentiate your brand from your competitors. By developing a tone of voice that’s unique and authentic to your brand, you can stand out in a crowded marketplace and attract the attention of your target audience. For example, if you’re a health and wellness brand targeting millennials, you might choose to adopt a tone of voice that’s playful, youthful, and irreverent, rather than the more serious and professional tone typically used by healthcare brands.

Developing a tone of voice that resonates with your target audience is crucial, but it’s also important to ensure that your tone of voice is aligned with your brand’s values and personality. Your tone of voice should be an authentic representation of your brand, and it should be consistent across all channels and touchpoints. For example, if your brand is all about environmental sustainability, your tone of voice should reflect this value by using language that’s eco-friendly and conscious.

Katie Lake Volcof of Studio Lago Design

In order to develop a strong and consistent tone of voice for your brand, it’s important to establish brand guidelines that outline the key elements of your brand’s personality and tone. These guidelines should include information such as your brand’s values, key messaging, and target audience, as well as guidelines for language, style, and tone. By establishing these guidelines, you can ensure that everyone on your team understands how to communicate in a way that’s consistent with your brand’s personality and values.

So tone of voice is an important part of the branding process that shouldn’t be overlooked, if you want to create a successful brand that goes beyond just the visuals. A strong and consistent tone of voice can help to build trust with your audience, create a sense of brand recognition, differentiate your brand from your competitors, and ultimately, drive brand loyalty and engagement. By taking the time to develop a tone of voice that reflects your brand’s personality and values, you’re sure to create an identity that stands out and attracts the right clients to grow your business.

To get more of an idea of what brand tone of voice can look, feel and sound like, this copywriter and brand tone of voice specialist tells more and gives great examples in this video.

If you’re looking to create a personality-packed brand that goes way beyond just the visuals and helps to grow your business by offering an experience your clients won’t forget, get in touch with me and see how we can work together to elevate your brand.

About the writer…

I’m Katie and I’m besotted with taking adventurous female creatives, coaches and educators on a journey of discovery of their business from the foundations up, to give them a crystal clear brand vision and a new found confidence to make an impact.

I know what it’s like to start a business and then find yourself on the road to burnout because actually, you’ve taken so many wrong turns and lost sight of the reasons why you started on your journey in the first place.

I hope these design notes inspire you to create the brand of your dreams. 

Katie x

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