Branding Your Business

How does my company sound? A question you should ask yourself urgently if you want your content to be read.

The way your company expresses itself, whether in writing or orally, is referred to as Tone of Voice. Your Tone of Voice is not only important in the direct exchange with customers, for example in e-mails or on social media portals, but also in everything you publish on the Internet. Find out why this is so and how you can discover your own Tone of Voice here.
Your Tone of Voice helps you to communicate uniformly to the outside world, which strengthens customer confidence in your brand. With a unified Tone of Voice, users perceive you as reliable. If, on the other hand, you switch between different language styles by leaps and bounds, this irritates the customers and they lose interest and loyalty to your brand.

We explain to you how to find the voice and tonality of your company, anchor it with your employees and use it successfully to market your content.

It is therefore important to distinguish between tonality and voice. What exactly is the difference?

The voice stays the same, the tone changes

With the voice and tonality of your business, it’s like real life. The voice is unique, a part of our personality that does not change.

We adapt our tone of voice to situations and emotional states. For example, we talk to close friends differently than we do to business partners, and in a meeting we set a different tone for the day than at the end of the day beer. We do this partly consciously and partly instinctively in order to show empathy to our counterpart. The tone determines how we say something.

Let’s start with the voice

Your company has an individual voice that you need to discover. Without a meaningful and authentic voice, it is difficult to win the trust of your customers and build lasting customer loyalty, making the successful marketing of your content much more difficult.

Because the voice makes a significant contribution to turning your company into a brand by conveying the values and personality of your company. It represents the people behind the brand, their way of thinking and therefore describes the core of your company, its character.

What should the voice sound like?

The voice must therefore match the corporate values, only then will it become authentic. How you manage to do this in concrete terms is something we will get to grips with.

The voice of your company should be consistent, because a uniform voice strengthens the ability to remember your brand. We unconsciously reconcile in everyday life: Does what I just perceive of the brand fit in with my previous experiences? The more the two coincide, the better we can imprint the brand on ourselves. If this expectation is disturbed or not fulfilled by an unsettled external communication, we are irritated, doubt the credibility and remember the respective company less well.

In order for your content to stand out from the wealth of information that circulates daily on the net, your voice should stand out from others and be unique. After all, as a company you want to distinguish yourself from your competitors and ideally be recognized immediately.

At best, your customers will already recognize you by your writing style and link your product description or blog article, for example, immediately with your company, even if no sender is named – then you have climbed the winner’s podium of the Tone of Voice.

Think, for example, of the incomparable language of the smoothie manufacturer innocent:

The smoothies have “thrown themselves into a new shell”, “want to conquer your heart” and are “also grandiobst in size”. There’s a “Kiwipedia” on the website and the blog describes what’s in the minds of the employees right now. The registration for the newsletter promises “love, friendship and our newsletter”. innocent sounds relaxed, familiar, playful, sometimes cheeky and in any case creative – and that always. You don’t feel like you’re communicating with a foreign company, but rather with a friend.

Admittedly, you are immediately recognizable by your language style. Authentic and uniform communication to the outside world, that should be clear by now, is, however, a basic prerequisite for customers to remember your content.

Let’s take a look at our real voice

Also in everyday life each of us has his own individual language. This of course includes the mother tongue, the culture and the dialect, but above all means linguistic preferences. Which words do you use frequently? What is your speaking speed, your speech melody?

Personally, I confess myself as a racer: I like to run ahead when it comes to speaking speed. How often I have been asked to speak a little slower, I can no longer count on one hand.

And you probably know that too: Certain words or expressions immediately connect you with a person from your circle of acquaintances who often uses them. When I hear the expression “long speech, short sense”, my former colleague immediately shoots me through the head, and she decorates her vocabulary with it more often than average. (And apart from innocent, no one has yet said conquer instead of conquer).

The acoustic aspects of language are of course omitted from written communication on the Internet. This makes it all the more important to incorporate an individual and human voice and tonality into your content.

How do I find the voice of my company?

When searching for the voice of your company, there is a simple help: Talk to the people who make up your company.

Ask yourself and your employees questions and see where your answers overlap to develop a basic idea of what you want your voice to convey.

What sets your company apart?

What do you bring to the world?

What do you stand for as a brand?

What values do you represent?

It often helps to take a step back and consider why you founded your company. What was the brilliant idea behind it? What drives you?

And: Not all the values of your company are equally important. What are your priorities? What forms the core? That is decisive for your voice.

In concrete terms, two steps are necessary

In a first step, you determine what you want to communicate, which values and which personality traits.

This shapes your voice and determines in a second step, as you say, how you use language to convey these characteristics. For example, which words you use, which sentence structure you use and how you address the user.

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