Brand Tone of Voice

​Brand Tone of Voice Services

Your brand’s tone of voice is part of your brand identity and refers to the style of language or “the tone” you use when communicating with your audience. A brand’s tone of voice encompasses all aspects of its verbal communication, including style, emotional tone, and word choice, and can be summarized as “how you speak to your audience.” It also influences the way your audience interacts with your brand and sets the unwritten guidelines for all of your brand’s verbal messages, from your tagline to the copy on your website and your posts on social media.

At Saurus, we believe that your brand’s tone of voice is just as important as its visual identity, and the wrong tone of voice (not developed by us!) can destroy your company’s image in the minds of your target audience.

We also know how important your brand’s tone of voice is to the success (or, God forbid, failure!) of your business, and we treat this delicate task with the care and attention it deserves. Our brand tone of voice services help you choose or create a tone of voice for your brand that can range from fun and casual to serious and formal, depending on the market segment you’re targeting, the products you offer, or even your own personality!

Brand Voice vs. Brand Tone of Voice

Simply put, what (the message) you say as a brand is called the “voice” of your brand, and how (the way) you say that message is called the “tone of voice” of your brand. Your brand voice should always match the image you want to convey to your target audience. It should also express your values and goals across all marketing channels so that customers can easily recognize your brand. However, the tone of voice of your brand can change slightly with each new communication channel. Unlike brand voice, which focuses on the actual message, the brand tone of voice emphasizes the emotional content of the message.

Why Does Your Brand’s Tone of Voice Matter?

The brand tone of voice services we offer at Saurus help you create a unique and relevant tone of voice for your brand, which helps you increase brand awareness and communicate your message to your audience in a distinctive and original way. We know that if you’re reading this, you’re probably aware of how important your brand’s tone of voice is to the success of your business. But maybe you don’t even know that:

• It helps you increase your company’s visibility in the marketplace.

A unique and distinctive brand tone of voice helps your customers easily recognize your brand and increases your brand awareness. This, in turn, leads to higher conversion rates, more sales, and revenue and gives you an edge in the market.

• It sets you apart from the competition.

Brand tone of voice is a tool whose marketing and advertising potential hasn’t yet been fully realized. Many companies have yet to grasp it, while others have already made great strides in implementing this element into their branding efforts. Since few companies have tried to radically change their communication strategies by using tone of voice, you, as a business owner, are at an advantage if you do it now (and hire Saurus to develop it for you!).

• It’ll help you gain the trust of your customers.

When you choose and use a distinctive tone of voice, it gradually imprints itself in the minds of your target audience, and over time they become familiar with your tone of voice and, therefore, your brand identity. This helps build a closer relationship with your customers and makes them trust and prefer your brand over other brands in the market, which in turn leads to more business.

• It contributes to the development of a recognizable brand personality.

All consumers like to interact with companies with which they have a connection. Moreover, given the choice, everyone is more likely to buy from a company with a personality to which they can form an emotional connection. A recognizable tone of voice can help your brand shape that personality and allow your customers to build that connection.

• It helps you connect with your audience on an authentic level.

Your target audiences are bombarded with a variety of ads and marketing materials every day. So it’s only natural that when they’re confronted with another ad, they’ll simply ignore it. However, if you use an authentic and honest tone of voice for your brand, your ads will find their way into the hearts and minds of your target audience because they may very well be able to tell if you’re just trying to sell your products or if you’re telling the truth.

• It’s an effective way to improve the consistency of all your brand’s messages and content.

If you have a strong and unique brand tone of voice, your messages will sound consistent regardless of the medium. If your company’s content is easily recognizable even without your logo, you’ve given yourself an undeniable competitive advantage. If you want to achieve this advantage, you must maintain a consistent brand tone of voice in all written and verbal interactions.

• When chosen correctly, it can be a sign of social awareness.

A company’s reputation can take a nosedive if the brand’s tone of voice disappoints today’s consumers. Conversely, companies that manage to find the right tone of voice demonstrate their authenticity and strength in the eyes of consumers by thoroughly understanding their target audience and working tirelessly to communicate effectively with them.

At Saurus, we do our best to give our clients an original brand tone of voice that is a clever and creative combination of different everyday tones that helps them stand out from the competition. So, if you’re at the beginning of your branding journey and don’t know HOW to appeal to your target audience, give us a call so we can tell you (or better yet, show you!) how to develop an effective tone of voice for your brand that will keep you from going extinct!