Business Marketing

What is the brand’s Tone of Voice and how your company can develop it


Check out a step-by-step guide to how you can build your brand’s tone and voice to authentically express yourself and connect with the right personas

Fair price, quality service and innovation are no longer part of a company’s list of competitive advantages. These are mandatory attributes for any company that wants to be successful with a product or service in the market. Even so, every company has a personality, which we can call the tone of voice of the brand.

A brand’s personality goes beyond its Vision (responsible for guiding the organization) and Mission (the reason the company exists). It involves the principles that your company must follow when communicating and the unique way of speaking, regardless of the channel and content format.

In this introduction, Blue World City has already brought up some points that are part of the concept. But after all, what really is the Tone of Voice of the brand? Does every company need to define this? And what is its impact on Digital Marketing work?

Let’s clear these and other doubts from now on!

How can we define the Voice Tone of the brand?

To understand what Tom de Voz means, it is important to define this concept and share examples. And that’s exactly why we invited a super professional reference in the market, twice elected the Best Marketing Professional in Brazil, to describe him in a simple way.

That’s right! To detail what the Tone of Voice of the brand is, we invited Camila Renaux, a consultant, teacher and speaker who in her daily work deals directly with the practical application of the concept.

Homes of the Future

Definition of the brand’s Voice Tone, by Camila Renaux

Tom de Voz is precisely the transposition adapted from the way a brand communicates from who it is, in real life, to its communication, including Digital – in which dialogues and relationships are enhanced and become much more striking and gifts.

The use of expressions, the slogan and its own striking characteristics make your brand authentic, convey credibility and generate identification. On top of that, it makes the brand more human and more real. That’s why building the “Way of Being” and the Tone of Voice is so important to achieve results!

Expressions such as “ come with me ”, or “ if you play ” and “ this content is free, gluten-free and is very good ” are part of my daily life. That’s why I try to include in all my content, as well as the fact that I always end a text or video with a positive message, encouraging those who accompany me. These details make my narrative unique and totally coherent with my Voice Tone.

Your brand, your company, you and your team have a way of speaking that goes beyond simple words:

      • Are they busy and dynamic?
      • Calm and patient?
      • Do you explain in detail or go straight to the point?
      • What are the values ​​that guide the company or its professional performance that make it unique that delimit this “tone” and this “voice”?

The set of these answers makes it clear which Voice Tone is used and which will indicate how to work the communication elements.

Why is it important to make this definition?

With the concept clearer, we need to understand now why this is such an important element for any company. And to talk about this, we brought another guest who works directly with actions related to the tone of voice of the brand she represents. It’s Stephanie Celentano, Head of Content at BTG Pactual Digital.

In Stephanie’s words:

The importance of a brand’s tone of voice is similar to that of a person’s personality.

The brand’s Tone of Voice defines the way it interacts with customers and shows its positioning, be it humorous, light, with a more corporate tone, among others.

Its application also allows the construction of its own and exclusive communication, always in a cohesive way with the brand’s identity. Uniformity in speech, language and aesthetics are important compasses in awakening recognition, and often affection, by the public.

Keeping Voice Tone should be a constant concern of the brand

Managing Voice Tone is a key part of achieving unified positioning across all of your communications, both internal and external.

Just as it’s important to be concerned about having a consistent look and feel in terms of design in your advertising and marketing pieces, we also need to ensure that content across all of these media appears to come from a single source.

We know that in the Communication and Marketing operation, several people will develop materials and content representing the brand. In this case, having a document with the full description of Tom de Voz will act as a guide and a guide in the creation of each one.

In the end, following this document, everyone will be able to communicate in the same tone.

How to build your brand’s Tone of Voice?

Camila Renaux also shared a tip on how to build this Voice Tone and have it actually implemented in the company’s communication channels. See what it says below.

To help organize all this and personify the brand, create a questionnaire about the “Way of Being” of your brand, involving the team, leaders and managers. These are questions to bring ideas and define the way the brand speaks, writes and behaves.

Among the questions, you can ask for simple information about how everyone sees the brand’s positioning:

      • Are you shy or outgoing?
      • How do you say Hi?
      • How do you say goodbye?
      • Do you speak in the plural, using we, or in the singular, in the first person?
      • What terms do you usually use?
      • What terms do you not use?
      • Is there any brand that has a personality similar to ours?

A question that makes it even easier to determine one’s vision: if your brand were an everyday person or a celebrity, who would it be?

This planning saves time when producing content and conveys much more truth and credibility. So invest energy in this step and reap the rewards of being perceived in a unique way by those who accompany you. Oh, and don’t forget to get the team involved! The process is from people to people.

    • Extra tip: I teach all of this in detail, step-by-step and supported by materials in my Instagram online course for Brands and Professionals.

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Discovering and Evolving Your Brand Personality

An important point to highlight is that the brand’s personality is constantly maturing. At each stage, the way you communicate can cause a different feeling for your audience, which perceives and reacts in different ways to the stimulus promoted by an email campaign, for example.

For you to relate in a more personal way and make your position clear, we can divide this definition of voice and tone as separate parts that together will form the guide that needs to be followed in every communication.

Brand voice

A brand’s voice is the mission statement. In other words, what is the reason for your company to exist? The voice is the personality of your brand and can be described using an adjective.

  • For example: positive, sincere, funny, lively.

Find the adjectives that best describe your brand and you will have found your voice.

Brand tone

The tone is the application of that mission. In practice, a brand has a voice and many tones to refine that voice.

Remembering that the voice is the macro of how you communicate with your audience/persona, and the tone is individual through the conversations, channels and interactions your company does.

  • For example: useful, informative and clear.

Relation of Tone of Voice with Digital Marketing

For you, this conversation so far seems more related to branding and branding than to Digital Marketing ? But know that having a clear position helps a lot in bringing your company closer to your persona and your audience.

Implementing the brand’s Tone of Voice in all Digital Marketing actions brings benefits such as:

  • enables the creation of increasingly aligned content;
  • increases your authority in the market;
  • makes the company closer to the public.

The production of content is one of the main points of the digital strategy of a brand. But a common question is how can she translate the points of her positioning and also the values ​​she believes through the contents?

That’s what building a brand’s voice and tone is all about. Through this, the brand is able to express itself in an authentic way, and also creates a connection with its personas through its acting channels, be it a blog, website, social media or paid media campaigns.

Are we now going to work to find the tone for your brand in the various types of content that will be produced? See an example:

1st step: Identify all channels that your company operates:

  • Instagram;
  • Facebook;
  • Google Ads;
  • Organic (blog).

Step 2: List all types of content produced:

  • Photos on Instagram;
  • Webinars;
  • Texts for blog/site;
  • Press office texts;
  • Posts for Facebook;
  • Slides for lectures.

Step 3: Build your brand persona

  • Characteristics: friendly, inspiring, professorial;
  • Tom: honest, direct, scientific;
  • Language: simple/complex, fun/serious;
  • Purpose: to entertain, educate, sell, inform.

Working the Voice Tone in a segmented way

There is also the possibility that your company decides to work with a specific Voice Tone for each communication channel. To illustrate how this works, check out some models:

Example 1

Content-Type: What type of publication is it?

  • An Instagram post

Reader/Persona: Who are you talking to in this media?

  • Potential customers and marketers.

Reader Feelings: What kind of content does the recipient expect when using this media?

  • Find interesting content and relevant information quickly.

Your tone should be: How should your tone be in this media? (use adjectives)

  • Helpful, informative and clear.

Example 2

Content-Type: What type of publication is it?

  • blog post

Reader/Persona: Who are you talking to in this media?

  • Potential clients and marketing professionals.

Reader Feelings: What kind of content does the recipient expect when using this media?

  • Find interesting content and relevant information about your industry.

Your tone should be: How should your tone be in this media? (use adjectives)

  • Informative and strategic.

As an example, you have this very content you are reading!

See how easy it is? Now apply it to all your company’s communication channels and create a content production manual for your brand.

Time to put it into practice!

Developing your tone of voice will not only enrich the experience of your customers and Leads, but it will also enable them to know more about your company and what values ​​it seeks to pass on to its consumers.

Creating a connection between your brand and your audience is essential to becoming an authority and generating more results. Voice and tone make it possible to develop these points.