Factors that influence brand tone
Brand tone plays a crucial role in business success. It determines how consumers perceive the company and its products, as well as how they respond to marketing messages. Businesses often underestimate the importance of refining their tone. Even the most well-thought-out strategy can be ineffective if the tone is not appropriate. In this case, consumers simply do not feel close to the brand. Therefore, marketers aim to make the company “their own” for the target audience by creating a special atmosphere.
The tone is responsible for the mood associated with the brand. It leaves an emotional imprint on consumers after they interact with the company. Specialists must ensure this “aftertaste” is positive and encourages the audience to interact again. As with the overall branding strategy, maintaining a consistent tone across all communication channels is extremely important. Everything, from email newsletters to landing pages to social media, should have a consistent corporate style.
It is also essential to distinguish between voice and tone. Voice reflects the company’s essence, mission, and goals, forming a stable image in consumers’ minds. Tone, on the other hand, determines emotional perception in the present moment. It can change and adapt depending on the situation. Trust and an emotional connection with the audience are built through tone.
How to find your tone
The search for tone should align with the company’s positioning strategy. It’s hard to foster a positive attitude toward a brand if consumers don’t understand its core message. In this case, uniqueness is the deciding factor. Copying competitors or blindly following trends is not worth it. It’s imperative to stay true to yourself and consistently demonstrate a professional approach in every headline, letter, and text. This is how a company becomes recognizable thanks to its special, harmonious, and engaging style.
The tone of communication with the audience can vary, ranging from dry wording and facts to light communication with humorous elements. However, the main rule is to avoid an unintentional tone. The danger of this is that it:
- creates a sense of disunity in marketing messages;
- does not correspond to the image of a particular company;
- does not support a consistent promotional line;
- leads to a mixture of styles, when, for example, a dry mailing is accompanied by a sarcastic headline.
As a result, consumers are confused and do not know how to respond to the brand’s message. They often turn to a competitor who may be boring but understandable.
Inconsistency hinders the formation of trust and prevents the establishment of an emotional connection, preventing the audience from perceiving the company’s message. Rebranding may be the solution, as it will make consumers pay attention to the business again.
