Today, most content marketers focus solely on search engine optimization (SEO), stuffing as many keywords as possible into the blogs, articles, papers and other collateral they produce. While that type of copy may help boost search engine visibility, it usually results in clunky text that doesn't truly resonate with the target audience.

Good marketing features writing that reflects an organization’s brand and character. In a crowded marketplace, having a unique tone of voice is a powerful tool that any company can use to set itself apart. But developing and applying a unique tone of voice is easier said than done.

What is tone of voice?

Tone of voice is separate from content. It’s what gives your words their colour and infuses your content with personality. It is often described as the most artistic aspect of corporate writing, related to style and emotion. It can help you convey intended meaning, express your thoughts and establish a certain mood. And it should always be tailored to your target audience.

Applying a different tone of voice to the same content or messaging can have vastly different results. Consider the following example from one of our clients, Boldyn Networks. The company is currently undergoing a comprehensive rebranding initiative, using the new name and logo as an opportunity to also reinvent how it talks to its audience.

BEFORE:

Network upgrades are a critical step

Survey results show that respondents have multiple reasons for wanting to enhance their networks, from improving their resiliency to more effectively managing a remote workforce. Most believe faster speeds and lower latency are critical to solving their biggest connectivity challenges. At the same time, many respondents are yet to upgrade their networks, with just one-quarter currently running 5G networks. Many seem to prefer a ‘wait and leap’ approach, using older technology for longer before upgrading by multiple generations at once.

AFTER:

Network upgrades are vital

Business and venue managers have lots of reasons for enhancing their networks, from improving resiliency to managing remote teams. Most believe faster speeds and lower latency are vital. But many haven’t upgraded their networks, with just 25% using 5G.

They’re taking a ‘wait and leap’ approach. Using older technology for longer, then upgrading by more than one generation at once.

Both versions say the same thing; the core content hasn’t really changed. And both approaches are equally valid. Yet the contrasting tone of voice drastically changes the impression a reader is left with. The “before” sample is more formal and academic, while the “after” sample is more casual and to the point — reflecting the new bold and dynamic spirit that Boldyn wants to communicate to the world.

How to set the right tone

If you want to reflect your brand in your messaging, start by thinking about your organization’s personality. Are you gutsy, cheeky, conservative, irreverent? Use words in your writing that reflect those characteristics. Have some fun. Play around with different ways of saying the same thing to see which fits best. Test options with an internal focus group of staff or a few trusted customers.

Finding the right tone of voice can help establish and contribute to your ongoing brand identity and character. To ensure consistency, set guidelines that are easy to follow, providing clear direction on the style you want to adopt along with well-defined dos and don’ts. Once you have established those guidelines, evaluate everything your team develops against them. Consistency in tone not only helps build trust and loyalty but also fosters greater brand awareness among your target audience.

A word on clarity

Your tone of voice can be quirky, brisk, casual or whatever suits your brand. But you should never lose sight of the fact that, when it comes to good brand writing, you should always strive for clear and to-the-point messaging. The point is not to strip away substance but to make statements that are easy to understand. No matter who your readers are, put ideas in context and spell out the implications so they know what you want them to think and why. It’s about explaining your argument, not compromising your subject matter.

The Ascribe way

In the end, it’s important to remember that it is not only what you communicate but how you communicate it as well. In our experience, companies that take the time to define their tone of voice — and then infuse that voice across their communications — are generally perceived in a more positive light by their customers. Knowing what kind of tone of voice you want to deliver is the easy part; crafting marketing content that can convey that voice in a consistent way is something most agencies can’t provide.

At Ascribe, we don’t just develop content. We become masters of it on behalf of our clients. That means we can deliver their messages clearly and in a meaningful, accessible and engaging way, with the tone tailored to the audience and its expectations. We can be confident, casual and to the point, as shown with our work on the Boldyn Networks website. We can be visionary for Nokia, friendly and practical for Enercare, and a lot more  — always adhering to each client’s established voice and style standards.

Let us know if we can help you take your content to the next level.