The tone of the brand’s voice expresses the attitude towards the target audience. Conveys the values and philosophy of the brand. Determines what speech patterns and expressions to use and how to construct sentences. Helps to communicate in the same language with your audience and gain recognition in all promotion channels.
Big brands think through their message meticulously – how many words will be in a post, the color and size of the font in the pictures. They develop editorial policies.
Depending on the tone of the brand’s voice, the message sounds different. Simple and clear language, slang, emoji – social media audience. telemarketing data Dry, businesslike, standard business language – informational materials.
That is, if you write in the brand’s social networks: “The ELIT-STROY company has completed the installation of the DKS building…”, and post the news on the website: “How we celebrated the end of the installation”, it will look inappropriate.
How to adjust your tone of voice to your target audience
Know your audience. Understand who you are writing for, create a social and psychological portrait. Who is the buyer of the product and where will they encounter the brand message – advertising, social media, blog, website.
The best way is personal communication. Find representatives of the target audience and learn everything about their life, interests and attitude to the brand or product. The more such immersion into the client, the more accurate the understanding of your target audience.
We introduce the brand as a character and answer questions.
- What are your values and mission?
- Who is your audience?
- Who are you in relation to the target audience?
- How to talk to these people?
Example: ELIT-STROY – design, manufacture and construction of buildings.
What are your values?
Preservation of traditions. what are the most effective digital marketing strategies? Professionalism of employees and quality of products and services
Who is your audience?
Company managers over 40 years old. They value the reliability and professionalism of the contractor
Who are you in relation to the target audience?
Partner with 20 years of experience in the production of structures and construction of buildings
How to talk to these people?
With respect and dignity, revealing the gambler data experience and capabilities to solve their problems.