Brand voice and brand tone are not the same, but they have a few things in common. They both reflect your brand’s personality and therefore impact the identification of your brand. Besides that, they both serve the mutual purpose of demonstrating the core values and goals of your brand. Despite the brand voice and tone functioning differently, they are required to work together in order to communicate your company’s messages successfully.
To do that, the brand voice has to achieve and maintain consistency and tone to create a relatable space. In short, voice and tone collaborate in order to strengthen your brand’s appeal to consumers. They can shape users’ experience and how the company is remembered and therefore, optimize your brand’s presence.
Voice is your brand’s personality and the unique way you present your brand to the world. It is based on the type of language you use and the way you use it. In other words, brand voice is a unique, clear expression of your brand through words. Your voice should remain consistent throughout every piece of content your brand creates.
From your website content to email messages and social media posts – your brand’s voice consistency should help people identify your brand. Whether your voice is simple, straightforward, professional, or concise- all of your content should be written in that voice. Clearly defined brand voice makes your company stand out and be easily recognized.
It allows readers to immediately identify your content, no matter when and where they see it. Besides that, it also communicates the unique values and personality of your company. Since your brand voice is the formulation of what your brand sounds like, it should be confident, strong, unwavering and consistent. In addition, a clear brand message helps develop a strong brand voice.
The tone of voice is the expression of your brand’s personality, beliefs, and values. It is based on how you speak, the words you use, and the way you use them. In other words, your tone is how your brand uses its voice to communicate its message.
Tone allows your brand to modify its voice in order to deliver a certain message in a specific context. Adjusting your tone to fit the needs of the content you’re creating increases the relevance and meaningfulness of that content. In short, modulating your tone creates better experiences for your audience.
Unlike voice, which should remain consistent, the tone of your brand can change depending on the situation. However, your tone should always stay true to your brand voice. If a voice is your brand’s personality, then the tone is how you express that personality. Your brand’s tone can change depending on the audience you are referring to. Furthermore, it depends on the context of the conversation and the medium you’re communicating through.
Different tones are used to build an emotional connection with the audience through expressed empathy. When adopting different tones of voice in your content, try to connect with your audience on an emotional level.
Establishing your brand voice and tone is an essential starting point for your business. Using tone and voice respectively and properly helps you stay consistent with your content. Defining brand identity is a journey every company has to go through in order to increase its value. To build a strong, cohesive, and consistent brand identity you need to define the voice and tone of your brand. That way your brand can communicate its message to the world effectively in order to set you apart from the competitors.