How do I create my tone of voice?
1. List your Brand Values
The voice of your brand or style of brand should emulate who you are, what you value and how you interact with your audience. Begin by identifying what your brand values are.
2. Create an Ideal Customer Avatar
Answer these questions to build an image of who your ideal customer is:
- Who would benefit the most from your offering? How would it impact their lives?
- What do they do for a living, where are they based, what are they interested in?
- Why would they love your product or service?
It may help to answer the above questions thinking of a particular person you know would fit the description. Highlight the outstanding qualities about them that would make them a perfect match for your business.
If you’re in business, list your 3 best/ most profitable clients, and answer these questions:
- What industry are they in?
- What is your contact’s role in the business?
- Where are they based?
- Why do you enjoy working with them?
- How would you describe their demographic? Think about their age, interests, values. etc.
3. Once you have established the avatar of your ideal client, brainstorm how you should speak to them:
What are they looking for from your business? To feel luxurious? Efficient? Safe? Avant garde?
Where do these audiences currently get your service from? What do those sources sound like? Are they authoritative and factual? Quirky and witty? Caring and homely?
Research your target audience to identify if they have certain needs or expectations from a business like yours. How do they want to interact with you as a service provider? What language do they use together?
4. You should now have a bank of information that builds a picture of the feelings you want to evoke with your voice. Identify the following:
Which common types of tone fit into your goal? Formal or colloquial? Quirky and friendly? Or official and authoritative, with lots of specific terminology? Add to this list if you have identified other prominent qualities.
What literary techniques are you going to use to emulate this type of tone? You could draw from and take a look through examples of literary techniques at work in copywriting.
I already have an established brand, how do I uncover my tone of voice?
What great news, you’re way ahead already! Many businesses have adopted a distinct tone of voice without even realising it. Here are some ways to uncover yours.
Particularly if your tone of voice came into existence pretty organically, annotating marketing or communications that effectively sound like your brand, can help you identify what it is that makes your tone of voice, and also highlight to others ways in which they can recreate it.