The Tone Of Voice
How do you decide what tone of voice to write in?
The tone of Voice is essentially an extension of my clients/their brand's personality. For me, it is essential to ensure that their personality and Voice will work together. They need to work together to represent the HOW - how your brand message is delivered.For me, the tone is about how you speak and the words you use and how you use them. I work to ensure that the tone of voice feels familiar to the audience and comes off as that of someone they'd get along with. Second, I consider their personality —the tone of voice must align or complement the personality.
Worksheets I use...
Examples for Brands Ive worked with
Neutral 😐 and direct 🎯
Pathway Medical
Target audience: Doctors & Medical professionals
Approach: With Pathway, the approach in the tone of voice was to make it straightforward and understandable, avoiding any fluff. There’s no unnecessary wording or unique word choices to distract from the main idea— simplicity in medical guidelines. The overall neutral tone allows for clarity when communicating to the specific target audience. The neutral and direct tone also emphasizes Pathway as a “no-fluff” platform and brand that understands the need for change in the delivery of medical information.
Functional and Expressive.🙌
Source.how
Target audience: Ui/Ux engineers, Systems Designers, Product Managers
Approach: Users are tired of the lifeless language and complicated jargon that most tech-based brands still force upon them. And they’re sick of the prosaic interfaces they’ve had to interact with for decades. Instead, users want genuine experiences that bring comfort, ease, and a sense of connection. The tone we took with Source. how is one of approaching the delivery of the message in a simplistic, functional and expressive manner.
Optimistic ✌️
The Chatty Mammoth
Target audience: Readers, Educators & Time Poor professionals
Approach: Living up to the slogan of 'meaningful insights in minutes'
Nearly one in five Australian adults performs poorly in literacy, and this is due to giving up on reading for pleasure as teenagers. With the Chatty Mammoth, the brand positioning and establishment is as a hopeful, positive brand. The promise is to deliver high-quality information that will help individuals read more, acquire knowledge faster and have fun in the process, eventually helping combat the rising level of aliteracy.
Encouraging 👍 and inspirational 💡
Extravagantly Broke
Target audience: Individuals looking to get financial coaching, Six figure business owners.
Approach: Extravagantly Broke is all about empowering individuals with their finances. The financial advice niche is a competitive niche that you’ll often see bold, in your face advertisements from such businesses. However, with this brand, Extravagantly Broke I took a different approach in positioning DeShena the face of the brand as being an encouraging source of knowledge for people of all walks of life. As a result, the message’s uplifting tone stands out as educative and inspirational.
Joyful 🙂 and friendly 🤗
Keto Your Way
Target audience: Keto practioners, Health and lifestyle junkies, Holistic-focused individuals.
Approach: Keto Your Way is all about Championing the benefits of the Keto diet. With Keto Your Way, the brand tone is friendly and joyful, expressing that Keto Your Way understands the challenges, individuals face in transitioning to the keto diet. The tone creates a sense of empathy by relating to other individuals and generates a personal connection which is extremely vital in marketing.
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