8 January, 2024

6 min read

C Crafting a Distinctive Tone of Voice for Your Brand in 2024

Simply put, the significance of a brand's tone of voice cannot be overstated. It's not merely about the words on the page; it's about creating a consistent personality that resonates with your audience across diverse communication channels. Let's delve into the contemporary nuances of defining and refining your brand's tone of voice.

Consider this scenario: a mishmash of tones within your marketing text that, while individually effective, lacks the cohesion needed for a seamless brand identity. The challenge here isn't about the quality of the content but the consistency of the 'personality' it conveys. The absence of a unified tone of voice renders the communication almost ineffective in today's cluttered market space.

The written tone of voice is the personality of your brand, as expressed through written communication. It goes beyond what you say; it's about how you say it – the content and style across all settings and mediums. In 2024, managing your written tone of voice is not just desirable; it's a strategic imperative.

In the current marketing landscape, where consumers are bombarded with messages daily, having a distinct tone of voice is a crucial element in establishing a unified brand character. Just as a consistent visual identity is vital, ensuring that your written content feels like it emanates from a single source is equally worthwhile.

In Neurolinguistic Programming (NLP), a unified tone of voice creates congruence in communication, conveying solidity, trustworthiness, and honesty. Conversely, an inconsistent tone of voice gives a dissonant, self-contradictory impression that may discomfort readers, even on an unconscious level.

The distinction between brand and company tone of voice has recently evolved. A company may now have multiple brands, each with its unique tone of voice. Brand tones may differ significantly from other brands under the same corporate umbrella or the company's corporate tone.

Considering the diverse audiences and changing dynamics, an individual brand's tone of voice might evolve rapidly compared to a more stable corporate tone. The latter often expresses unchanging values or the corporate culture of the organization. Using Disney as an example, the brand owns or is entwined with hundreds of subsidiary entities, all with individual corporate personalities they work hard to cultivate and keep separate.

Defining your tone of voice in 2024 involves considering the personality of your brand or company. If your brand were a person, what characteristics would it embody? Simplifying this process, three core values should suffice to capture the essence of your brand's personality. For instance:

Value 1: Trustworthy
Value 2: Approachable
Value 3: Reliable

These values should encapsulate the fundamental personality traits of your brand, avoiding the risk of excessive detail or duplicated ideals. Focusing on human values remains the key to robust marketing.

For many B2B companies, defining unique values presents a challenge. While certain attributes like knowledge are vital, they often become the expected norm. The challenge lies in articulating unique values that differentiate one provider from another. B2B firms sometimes fall into the trap of adopting values that aren't genuine, resulting in text that feels forced or insincere.

In 2024, authenticity is paramount. Believable brand values and tone of voice cannot be a work of fiction. Your tone of voice should resonate with reality, aligning with how you habitually write or speak. Consistency breeds trust, and sincerity in tone is far more effective than a façade that discerning consumers can see through.

Armed with your brand's core values, the next step is translating them into the practicalities of writing – register, vocabulary, and grammar. In the contemporary landscape, consider the continuum between formal and chatty, detached and warm, professional and wacky, severe and humorous, and laid back and lively.

Vocabulary choices are crucial, but definitions can be slippery in this subjective realm. Specify types of words suitable for your tone of voice, keeping in mind that simplicity shouldn't compromise precision. The trade-off between simplicity and accuracy remains a core consideration for copywriters.

As for grammar, decisions around contractions, sentence length, and adherence to rules or flexibility depend on the tone you seek. In the era of evolving linguistic norms, a nuanced approach to grammar is essential.

The written tone of voice rarely remains uniform in every situation. Brands, like people, may speak differently based on context, medium, and audience. The dimensions of variation include mood, medium, and audience. Adapting your tone to suit diverse situations ensures your brand remains dynamic and relatable across various touchpoints.

In the contemporary landscape, there's no need to overcomplicate your written tone of voice. As we navigate its intricacies, embrace the art of effective communication that resonates with authenticity, consistency, and relevance. Complex vocabulary does not compensate for a lack of writing ability or common sense, and with audiences seeking truth and clarity at every stage, continue to let their needs be at the forefront of every written piece.