WHAT’S A TONE OF VOICE AND WHY BOTHER?

Ever wondered why you’re drawn to some brands and not others? It’s kind of like people. Some you gel with and some you just don’t. It’s their personality that you click with.

Brands are the same. You can like their personality. And their written word is exactly that. Their brand personality on paper. That’s their tone of voice.

And some of them are brilliant.

TYRRELLS CRISPS

Tyrrellbly Tyrrellby tasty

Their endline is playful, tongue in cheek and fun. It’s the Holy Grail of writing, with their name woven in. But that’s another blog! Back to the tone of voice. You already expect humour. They’ve set their stall out. So here it is, picked straight from their website.

We get our tatties from British soil with many of our potatoes coming from local farmers. It can take us less than an hour to get our tatties from the Herefordshire soil to the local shop. That’s ruddy damn quick if you ask us!

The facts are there, the humour’s in the first line by calling potatoes ‘tatties’ and then the last line is loaded with personality. No other crisp brand talks like this. It’s unique and makes them stand out. Job done!

FISH SAID FRED

Is another amazing brand with a fab tone of voice.

Here’s a sample caught online.

Fred’s Mission

I’m Fred and I’m bonkers about fish. Always have been. I grew up on the stuff and I’ve been mad on fishing since… forever. These days, when I’m not at work, you’ll generally find me riverside, rod in hand, doing guess what? I wish I was joking (as does my wife).

This is great, conversational, relaxed, not corporate at all and so welcoming and inclusive. It’s like you’re chatting to a funny mate. It works really well and grabs attention.

SO WHY BOTHER?

A great tone of voice is king. In a busy world of scrolling, radio and streaming TV, a recognisable, unique tone can cut through the noise and make you stand out. Think of Soap and Glory, or BrewDog. Naughty, irreverent but fun and engaging.

Here are more reasons why a tone of voice is key:

IT DIFFERENTIATES YOU FROM YOUR COMPETITORS

Don’t be one lost in a crowd. Go for it and stand out just for being you. Whether you’re lovely and fun, sympathetic and caring, or quirky and loud. You be you. Express your values and shine.

CONSISTENCY

A defined tone set out for everybody to follow creates consistency across everything from blogs and case studies to social media and emails where you’re talking direct to potential customers. It all stays the same tone of voice. So whatever you put out into the world, it’s one voice, that’s easy to recognise and demonstrates one personality.

IT BUILDS TRUST

When you’re consistent and reliable, it builds a relationship with your potential customers, which in turn builds trust. They know who you are. You’re not swapping personalities every two minutes. Think about it. If a friend swapped personalities and you weren’t sure which one was turning up, you’d be wary. It’s the same in business.  

Thinking of creating your tone of voice? Here are some tips

Stay away from jargon

It sounds like you’re trying to trick your audience or bamboozle them and it breeds mistrust.

Keep it simple

Simple words that are familiar and conversational are easy to read and just flow better. Keeping engagement and interest up.

Use short, punchy sentences

It helps with the pace and energy. Also keeps it less laboured to read so people are more likely to carry on and read even more, rather than give up.

Does your audience know the words you’re using?

If you’re using industry terms that Joe Bloggs isn’t familiar with, then steer clear. If your audience doesn’t understand what you’re saying, there’s no point writing it. It’s not going to land and they’ll just go to a competitor.

Crafting a great tone of voice is fun. It can take a few days even for a professional. So take your time, or just be you and write how you naturally speak. Many businesses just want to appear warm, friendly and professional. And that’s ok.

Hope that helps. If you’d like more insightful tips on how to write better for business follow me online or sign up for my regular emails.