Nowadays, customers often contact brands through social media or online chat, rather than calling a customer service number.
You can also use this time to strengthen your tone of voice Emulate face-to-face communication.
Many brands go a step further and proactively respond to complaints that mention their brand name on social media.
Here’s an example of Spotify doing that on Twitter:
Spotify is “ very protective of its tone of voice .” Every member of the social media team undergoes rigorous writing reviews, and the brand has specific Twitter accounts dedicated to customer support.
Brand Voice vs. Tone of Voice: What’s the Difference?
Brand Voice represents your brand’s special database unique perspective and the values you stand for. In other words, it’s your brand’s overall personality.
Your tone of voice refers to the way your brand communicates with your audience, which can include word choice, communication style, and emotional tone.
This means that your tone of voice may change slightly depending on what is most appropriate for the situation.
Let’s use Volvo to demonstrate the difference. Their brand voice is safety, which they explain in detail on their website :
Their tone of voice communicates that safety is a priority, making it a focal point in most of their marketing materials.
Specific seat belts are not always a big selling point for vehicles, but Volvo makes it a central point of its ads:
Volvo does a good job of conveying its core values and putting the customer and their safety first. It is clear that they have a defined mission statement and they communicate it to their audience (more on this below) Emulate face-to-face communication.
How to Find Your Brand’s Tone of Voice
Now that you know an organized map of your website what a tone of voice is and why it is important for companies, we will teach you how to find yours.
Step 1: Define your core values
To define your core values, think about what makes your company unique and what your brand stands for.
Let’s look at an example of a core values statement from Zappos . Not only do they list their ten core values, but they also take the time to explain what they stand for and why they chose them.
This makes it easier for both employees and customers to know what to expect when interacting with Zappos.
To start defining your core values, you need to do two things:
- Create a mission statement
- Establish a brand message architecture
Here’s how:
Create a mission statement
Write a concise brand mission statement that shows your users who you are, what you care about, and what your brand does to achieve its goals.
Strong mission statements answer these questions:
- What are your company’s goals?
- How do you plan to achieve your goals?
- Who is your target audience?
- What do you want your company to be known for?
Write down the answers to these australia database directory questions and work with your stakeholders to develop a mission statement based on the results.
Here’s a mission statement from Microsoft : “Our mission is to empower every person and every organization on the planet to achieve more.”