Does your brand have tone?
Funny, serious or close. Ask yourself how you converse with your customers.
In the world of advertising, there are concepts that may seem crazy, but are actually extremely useful. One of them is the tone of communication.
Why should you define it? Well, let's remember that your brand is an extension of everything you want to project to the market (beyond a product or service that can be marketed), therefore, defining a recognizable personality will allow you to connect with your audience.
Today, the new generations value those companies that deliver value through communication and their marketing strategies, in other words, they appreciate when a firm expresses its worldview (its way of seeing the world). The tone of communication will also help you achieve this.
If you wonder what the tone of your brand should be like, we can start by recommending that you pay attention to the following three points:
Ask yourself, what is your company looking for? What are its main objectives? What do you want to convey to the target audience? How is it different from the competition? We are sure that once your true DNA is defined, you will be able to establish objectives that will lead you to choose an appropriate tone for your communication strategies: funny, elegant, serious, reliable, entertaining, etc.
Who is your real customer? Identify his age, gender, lifestyle, geographic location, and other important variables that help you find him. Surely the communication tone that you should use will be very different if your audience is young, mature or in a stage of fullness.
In addition to the written language that you use in all your communication tools, the images of your campaign and, of course, the voice modulation of your collaborators, as well as the greeting during a first contact or closing a sale, must be aligned. The brand personality has to be present in each of these processes.
In conclusion, the communication tone is a tool for brand building and one of the letters of introduction at each meeting point with your client: emails, website, social networks, brochures, WhatsApp, etc. Don't lose sight of it!