What is the “tone of voice”?
The tone of voice defines how a brands communicates with its stakeholders. A brand-specific tone of voice is created on three levels: through brand-specific vocabulary, through a brand-specific language style, and through adherence to general rules for good texts.
What is brand-specific vocabulary?
A deliberately defined terminology that conveys the brand positioning and personality of the brand. It defines the words for the brand’s topics and offers. In addition, terms are selected that support the desired perception of the brand. The vocabulary becomes visible in the communication. The principle of a specific choice of words is easy to implement company-wide, especially if AI tools for text generation and translation are trained and used company-wide.
What is a brand-specific language style?
A defined language style that immediately makes stakeholders think of the brand and promotes recognition. The implementation of a language style is very demanding. Also, a certain style is not easily recognized by most people, especially if the stylistic devices are subtle. Therefore, a ready-to-use library with a set of validated key messages in a specific mechanic that can be used at the top level of communication works best. It ensures that all messages are consistent with the brand promise and support the brand positioning.
What is a good text?
A good text is easy to understand – both for reading and for listening. Short, vivid words, short, clear sentences and good didactics significantly contribute to comprehensibility.
Can a tone of voice be exactly defined?
Language is both alive and individual, so the tone of voice cannot be based on exact mathematical specifications. Useful tools are “best practice” corridors with many examples.
Does one tone of voice apply to all languages?
In principle, a tone of voice is transferred into other languages accordingly. Other languages may require specific additional instructions, for example for personal address or declination.
Can anyone implement a tone of voice?
A defined tone of voice does not replace the need for talented communication specialists. Training may also be required to implement the tone of voice. |
