In brand design, “tone” refers to the emotional or attitudinal quality of your brand’s communication, while “voice” refers to the specific words and language used to communicate your brand’s message. Together, tone and voice help to establish your brand’s personality and character, and they should be consistent across all of your communication channels.
For example, if your brand’s tone is friendly and approachable, your voice might use language that is casual and informal. On the other hand, if your brand’s tone is professional and formal, your voice might use more formal language and vocabulary.
Developing a consistent tone and voice for your brand is important because it helps to create a cohesive brand identity and makes it easier for your audience to understand and connect with your message. It’s also important to consider the tone and voice of your brand when interacting with customers and stakeholders, as it can have a big impact on how your brand is perceived.
How we set the brand’s tone and voice
Research and Analysis
The first step in our branding workshop is to conduct extensive research and analysis of the brand’s market, competition, and target audience. We use this research to understand the brand’s unique selling proposition, its strengths and weaknesses, and the needs and preferences of its target audience. This research helps us define the brand’s personality, which is the foundation of its tone and voice.
Brand Archetypes: Based on the brand’s personality, we use brand archetypes to define the brand’s tone and voice. Brand archetypes are symbolic representations of the brand’s personality that help us understand how the brand should communicate with its target audience. For example, if the brand is a caregiver, its tone and voice might be nurturing, empathetic, and compassionate.
Messaging Framework
Once we have defined the brand’s personality and archetype, we develop a messaging framework that outlines the brand’s tone and voice. This framework includes guidelines for the brand’s language, tone, and voice that will be used in all its communications. It ensures consistency and coherence in the brand’s messaging across all channels.
Brand Design Manual
To ensure consistency in the brand’s visual and verbal identity, we create a brand design manual that includes guidelines for the brand’s logo, colors, typography, imagery, and tone of voice. This guide helps everyone who creates content for the brand to ensure that they are using the correct tone and voice and maintaining the brand’s consistency.
Testing and Refinement
We test the brand’s tone and voice to ensure that it resonates with the target audience. We conduct surveys, focus groups, or other research methods to gather feedback from the audience. Based on this feedback, we refine the brand’s tone and voice until it aligns with the audience’s preferences and expectations.
