Brand Tone of Voice: Converting to Dollars

By: Emma Steele

In part 1 and 2 of this blog series, we discussed what brand tone is and why it is important.

Now let’s get down to business- how can brand tone convert into dollars for your organization?

As a reminder, brand tone of voice should reflect the core values and beliefs your organization lives by day in and day out. If your tone of voice is effective, this can help to guide your consumers, competitors, and employees to better understanding your mission and culture.

Awareness and recognition are significant. Developing that through a strong tone of voice can make communicating and forming new relationships easier and more authentic.

And authenticity builds familiarity and trust. What brand doesn’t want to be the go-to for their consumers?

It should also be noted that a strong tone of voice combined with a creative campaign can lead to major exposure.

Take oat milk brand Oatly for example.

The organization’s witty, casual tone of voice struck a successful cord with their millennial audience. Between innovative campaigns and solid copywriting, Oatly’s visibility and brand awareness has exploded.

Perhaps you are now at a point where you are internally evaluating your own organization’s brand tone of voice

If that’s you, consider these 5 simple next steps:

  1. Understand your target audience: When you know who your audience is, it’ll help to determine the best way to communicate with them.
  2. Find what your striving towards: Identify the purpose of your messaging by aligning your brand tone of voice with your organization’s long term aspirations.
  3. Assess what you’ve already done: Think about what content has worked and what hasn’t in the past. This will help you better understand the “personality” of your audience.
  4. Consistency, consistency, consistency: Do I need to say it again? Remaining consistent is key because your audience will be able to recognize you with greater ease.
  5. Adapt and flex: As your organization grows, it is only fitting and natural that your brand tone of voice changes as well. Evolve with your audience.