4 min read What Is Tone Of Voice Or How To Communicate With Your Customers
Imagine the situation.
You choose a beanie for the winter. Even if you don't wear a beanie, imagine that you need one. And here you have a huge number of sites with clothing brands. They all have the same hats – they warm the same way, look plus or minus as well, etc. But you still choose only one. Namely, the one that you like the most.
When making a purchase decision, you are unlikely to compare the percentage of wool and cashmere. The brand will be talking to you at this moment.
This is called tone of voice.
It creates a positive image and helps to get as close as possible to the target audience of the brand.
Tone of voice is literally the voice of the company. These are the rules of communication with the consumer. It is in the interests of the brand to make it unique and recognizable. The corporate style of communication should cover all communication channels. Starting from the main page of the site and ending with an SMS order confirmation.
For example, take Apple. Simple, emotional and confident.
The complete opposite of Apple is Burger King. Provocative and cheeky.
This is what attracts attention.
Tone of voice takes into account the specifics of the target audience and the market niche of the brand.
The most common styles of "communication" are:
• Formal. Restrained, solid and distanced.
• Informal. Respectfully, simply and clearly.
• Serious. Thoroughly, flawlessly and qualitatively.
• Cheerful. An ideal example is air sales. They spawned a meme.
• Audacious. Not everyone likes it, but it guarantees recognition
• Passionate. Respectfully, but with enthusiasm and delight. At the same time in simple language.
• Stylized. This is when you come to the mexican restaurant and are addressed as "senior" and "seniora" or "seniorita".
To develop your own tone of voice, you need to study your target audience. And it's also good to understand what the brand wants to tell her. That's it.
Understanding what you are saying and to whom you are saying it – success is in your pocket.
It sounds simple, but in fact not everyone copes with these two points.