Tone of voice

Also known as: ToV

Tone of voice is the style in which a company or brand communicates with its target audience. So literally the voice of the organization. Applying one fixed tone in texts and other forms of communication makes the organization recognizable and helps determine its image. It ensures that the public and existing relations are always addressed in the same way, in line with the identity that the company wants to project.

Types of tone of voice

A tone of voice can be formal or informal, serious or light-hearted, direct or indirect, commercial or informative, technical or accessible. Ideally, this tone of voice should be applied consistently in all communications, such as brochures, the website, commercials, mailings, emails and other correspondence.

Determining the right tone of voice

Determining the right tone of voice begins with a good understanding of the company's identity and the expectations of its target audience. A company must ask itself what values and core messages it wants to convey, and how best to communicate them. The tone of voice should appeal to the target audience's emotions and reactions and prompt them to take the desired action. It is important that the tone of voice is both authentic and effective, and that it is in line with the company's identity.

Consistent use of tone of voice

Defining and consistently using the same tone of voice goes beyond just deciding whether a company tutors customers. Sometimes organizations establish their tone of voice in the form of a persona, an imaginary person who models the company's identity, including its values and traits that guide all forms of communication. This not only makes it easier to make and keep your own employees aware of it. It also simplifies briefing external parties for specific assignments, such as an advertising agency or copywriter.