How to determine the right tone of voice

Every person has their own way of communicating. This is part of who they are and makes them recognisable. It’s exactly the same for businesses. In this context, the style and manner of communication is referred to as the ‘tone of voice’. Some companies have a very businesslike tone of voice, whilst others have a more playful one. But how do you find the tone of voice that suits your organisation? Here are a few tips.

The importance of a tone of voice

The tone of voice is the way in which you address your target audience in all your communications. Think, for example, of communication via email, o social media and, of course, on your website. A clear tone of voice ensures consistency, which ultimately contributes to brand recognition. It also helps you create an image for yourself.

How do you choose the right tone of voice?

Your tone of voice must truly suit your business. So don’t copy your competitor’s tone of voice, as this will prevent you from being unique and recognisable. Answer the following questions to determine your ideal tone of voice:

Humorous or serious

Do you want to convey information in a serious tone? Or do you like to add a touch of humour here and there to your communications? Just make sure you think carefully about whether it’s appropriate to add humour in a particular context. Or whether a service or product actually needs humour to make it all the more exciting.

Informal or formal

How do you address your target audience? Formal communication involves addressing someone in a businesslike manner, whilst informal communication involves addressing someone in a light-hearted and personal way. The choice between ‘je’ and ‘u’ clearly illustrates the difference between an informal and a formal writing style.

Enthusiastic or factual

How do you get your message across? Do you want your communications to be brimming with enthusiasm? Then make ample use of adjectives and stimulate the reader’s senses. If this doesn’t fit with the brand, convey your information to the target audience in a factual manner.

Respectful or self-assured

Do you want your communications to convey that you are very confident about your product or service? Or would you prefer respectful copy that shows you genuinely understand your readers?

Make choices that suit your business

The choices above determine your tone of voice. Bear in mind that ‘too much’ is never a good thing. Too much humour in your copy means nobody will take you seriously anymore. Writing in too businesslike a style, on the other hand, might create a gap between the company and the reader. So use this in moderation.

Always bear in mind that the tone of voice must truly suit your business. Take a look, for example, at the staff within your company. How do people communicate within the company? Is communication between colleagues very businesslike, or is there also room for humour? Reflect this in your communications, as this is the only way your target audience will get a truly accurate picture of the company.

You’ve defined your tone of voice: what next?

Your tone of voice has been established. Now it’s time to take a close look at your website. Is the tone of voice consistent there? If necessary, you can also give your entire website copy a complete overhaul. That way, you can be sure that your tone of voice aligns perfectly with your brand’s tone of voice.

Of course, you cannot retroactively amend certain communications. Think of newsletters that have already been sent or social media posts. To ensure that your tone of voice is consistently applied going forward, it is advisable to draw up a style guide. How does this work? We explain that below.

Drawing up a style guide

A style guide is a kind of manual for your tone of voice. It clearly sets out how your company should use certain words. By drawing up a style guide for your company, every employee knows exactly how to communicate. It also ensures that the organisations you work with can take your tone of voice into account. Think, for example, of the company that designs your graphic materials or the agency that manages your social media.

The style guide includes guidelines on, amongst other things:

• Capitalisation of job titles and product names
• The use of ‘je’ or ‘u’
• Use of figures
• The writing style

You will also find a glossary in some style guides. These contain frequently used words, so that every employee immediately has a clear idea of the correct spelling of a word. This also helps to prevent errors.

Getting started with your tone of voice

Now is the time to define your ideal tone of voice. Do you need help with this? Get in touch – we’d be delighted to provide you with marketing advice and help you implement a suitable tone of voice.