What is Tone of Voice?
Tone of voice (TOV) is the way in which a brand communicates:the style, language and personality that are reflected in all texts.A consistent tone of voice makes a brand recognizable and builds trust with the target group, on every channel and in every situation.WhatTarget Grouptone of voice consist of?Tone of
voice includes the choice between
formal and informal language, the degree of humor, the complexity of sentences, the use of jargon and the emotional tone (warm, businesslike, enthusiastic).These choices arise from the positioning and branding of the brand.Capture tone of voiceA TOVPositioningdescribesBrandingwith concrete
examples of correct and incorrect language use.This ensures consistency across all channels:
website, email, social media and advertisements.Without a guideline, inconsistent texts arise that undermine brand trust.Tone of voice and copywritingA copywriter needs the TOVEmail Marketingas a basis for writing consistently.The tone of voice also determines how CTAsSocial Media Marketingand which words are avoided.Can the tone of voice differ per channel?Something.LinkedIn may be
more formal than Instagram,
butCopywritingcore personality remains consistent across channels.How do I determine a tone of voice?Start with brand values and describe the brand personality in human terms:Call to Actionour brand were a person, how would they talk?More at