personality . A brand ’ s personality is derived from keywords that best describe your brand ’ s character as if your brand was a person .
With values and personality in hand , decide how your communication will spur an emotional connection . Consider words that shape how your audience feel rather than simply what they think or know .
Do you want to be humorous , fun , lively , excited , rebellious , daring or endearing ? Once you have an idea of what you are saying , have the vocabulary and tone of how you want to say it , move on to the implementation stage .
Rather than deciding on the tone of voice , then expecting the rest of the company to use it , involve people in the early stages of planning especially with the senior staff who are invested in how the company is represented . Ask for new ideas , areas of improvement and keep them updated on new developments .
Finally , develop guidelines to ensure consistency in your communication . This could be in the form of an editorial process spearheaded by a team that reviews your content before publishing . Without this , it is very easy for guidelines to get lost in the everyday hustle of work life .
In an age of content bombardment and too much noise , the right tone of voice will be your biggest contribution in getting your customers to trust your brand , enough to adopt it into their lives . In a sea of equally capable competitors , you want your audience to connect with you emotionally and the tone of voice in your communication is what will get you into their hearts and minds .
Catherine Kiiru is a marketing professional working at Longhorn Publishers Limited with a passion for creating value in and outside the digital space . You can commune with her via mail at : Wambukukiiru @ gmail . com or on twitter @ wambukukiiru .