Tone Of Voice - The Commercial Benefits
By Rick Kirkham, 16 Sept 2018
This blog is the 2nd in a series examining ‘Why Does Tone Of Voice Matter?’ This post looks at the commercial benefits of designing and implementing the right tone of voice for your and your customers.
Connect on a higher level
In a world inundated with choice, picking the right product can be a little overwhelming. That’s why these days, customers buy into more than just a product; they buy into brands. That means they’re reaching out to your brand personality, values and what you stand for to see if they can find something that resonates with them.
And that’s where your tone of voice comes in. One of the ways to live and breathe those qualities is by the way you communicate. The way someone speaks to you can evoke an emotion. Sometimes it’s a positive, warm feeling, and sometimes not so much. But that feeling sticks. So when you speak to a customer and they like how you make them feel, this sets you apart from another brand with a similar product. Your tone of voice helps them choose you.
Create identity and consistency
Your tone of voice makes you unique and recognisable. And when you have it down to a tee it means everyone within your brand can write and talk in the same way. So, when consumers read your marketing emails, hear your radio advert, call your customer service advisors or message your team on twitter, they’re hearing the same voice across all customer touch points – on and offline. This gives your customers confidence that your brand is a true reflection of who you are.
Build stronger relationships
Customers warm to a brand when they’re reliable and familiar. A consistent and relatable tone of voice puts customers in the right frame of mind, so they know what they’re getting. This leads to having better conversations on a more human level. And what happens next? It helps build trust and loyalty, and gives customers the confidence to keep coming back to you.
One of the most obvious brands to mention here is, you guessed it… Innocent. They fly the flag for having an original and dare we say it, ‘quirky’ tone of voice – so much so that many other brands have been inspired to build a similar tone. When I picked up the phone and called their customer service line I was greeted with “Hello, Innocent banana phone”. This made me smile – it was so very them. They met my expectations straight away with just four words. Instantly, I felt like I’d bonded with them just that little bit more.
So, there you have it. That’s why tone of voice matters. Because it’s is a tool that reflects your brand’s personality and connects with your customers. A decent tone of voice will give you a strong identity that stands out in a world of products and choices. It keeps your existing customers coming back for more, and helps bring new customers on board. It also means everyone who works for your brand is singing from the same hymn sheet – and doesn’t that sound delightful.
We’d love to hear your thoughts on this blog. If you are thinking about your organisation’s tone of voice we’d be delighted to talk through our approach and see how it can add value to your operation and your customers specifically. Just click here