The tone of voice is the “tone of voice” used during online and offline communication. It must align with the corporate image because it defines the character, style, and personality of one's brand.
Just like people, companies are recognized by the way they express themselves.
The tone of voice creates a shape, a frame to the published messages.
How to best define your tone of voice?
Defining your “tone of voice” means giving coherence to your brand, to your image. My advice is not to use overly corporate language but rather, use a simple language, easy to understand.
Here are some keywords for an effective tone of voice:
- Honesty: always be true, never hiding the truth in overly formal expressions. However, be careful not to fall into overly colloquial language forms, or worse, without respect for the listener.
- Understanding: the language must be comprehensible and aimed at every type of listener. Do not use unnecessary foreign words, instead try to make your message as clear as possible, always with absolute respect for the listener.
- Engagement: the words used must engage the listener and the best way to do this is to put yourself in their shoes, always.
- Clarity: the company must always know who the message is addressed to and what the needs of its listeners are.
- Personality: always use words that reflect the company's image. Try to converse and not use a tone of superiority, inform your listener and then convince them, but above all, always speak positively, do not denigrate.
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