Brand tone of voice: what is it and how to define it? What is brand tone of voice?

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A brand's tone of voice or brand voice can be defined as the way in which it communicates with its audience . In other words, it is the personality that a company expresses through the communication channels used.

It needs to be consistent across all social networks used by the doctor database brand and is defined beyond the mission and values ​​belonging to it, but involves all the principles that the company must follow in the way it communicates with its customers.

Why is it important to define a brand's tone of voice?
Defining a brand's tone of voice is essential to having a competitive advantage over competitors. This is because tone of voice provides greater brand recognition and differentiation in the market and niche in which your brand operates, that is, it is directly related to branding .

Furthermore, its application allows the brand to build and have exclusive communication, always in a way that is cohesive with the brand's identity. Therefore, maintaining a consistent tone of voice must be a factor of extreme attention to maintain a unified positioning across all communication channels.

How to set tone of voice?
To define your brand's tone of voice, 3 actions must be taken:

1. Define who your persona is
A persona is also defined as a fictional representation of a business's ideal customer. It will help you understand how your target audience communicates and what aspects have driven this imaginary person away from your business.

2. Find out the type (or types) of publication
Based on the persona, it is essential to define which vehicles best suit your audience and your company, this way the probability of communicating an assertive message is much greater.

3. Perform tests
After defining how to communicate, it is necessary to carry out tests and check whether the chosen tone adapts to the reality of your customers.

Understand in practice: 3 companies with striking tones of voice:
Based on the definition and understanding of the importance of tone of voice for a brand, we will now analyze 3 large companies with striking tones of voice that differentiate them in the market:

1. Duolingo
The brand, which has seen its presence on social media grow in recent years, has an irreverent, creative and relaxed brand tone. Ensuring a solid presence on social media and greater identification with its audience.



2. Netflix
Following Duolingo's lead, Netflix has positioned itself with a creative tone of voice that maintains direct communication with its audience, especially the younger ones, through the use of memes and jokes that increase engagement and brand awareness.



3. Volvo
In a different perspective from the previous ones, the Volvo brand has a consistent and safe tone of voice, highlighting the brand's mission, which is safety, and connecting more effectively with its customers than if it used similar languages ​​to previous companies, for example.