Creating a consistent Brand Voice & Tone (Website, Social, Email)

Have you ever? Monday to read articles on your brand website. Found official language Polite Like sitting in a meeting room But on Tuesday, plowing social media Found a post from the same brand Use a full teenage vocabulary Like talking to a close friend ... and what kind of brand of your brand is?

If you are nodding Show that you didn't encounter this problem alone. This is a condition of the brand that still lacks 'sound', also known as the corresponding brand Voice & Tone. And it is the beginning that makes customers confused Until it is not truly able to create a bond with your brand

The real problem in life

Imagine that you are talking to one person today. Tomorrow, say another way Soon, you will be confused and not sure what his true identity is. The brand is the same. The problem that many businesses encounter is "Incorit of sound" in your customer communication is encountering these things:

• Website: Using the authorities to have principles of viewing as an expert.
• Facebook/Instagram: Use home language, emphasizing fun, with full jokes.
• Email Marketing: Go back to the official mode again. Focus on direct sales
• Support/Admin team: Answer customer questions in different languages ​​according to individuals.

This confusion makes customers feel that your brand is like "Many people," they don't know what they can expect. And the most important is "Do not feel linked" with your brand at all

Prompt for illustrations: Collar images show different communication channels. (Website screen, social post, email), all with the same brand logo But clearly using the language and conflicting style In the middle there is a large question mark icon.

Why did that problem occur?

This problem is not a matter of ignorance. But most often caused by the "roots" that are invisible, which are buried in the work method of the organization. The "unstable sound" problem is often caused by:

• There is no clear direction: most businesses start without specifying the "personality" or "sound" of the brand in writing. Causing no one to know that What is "Central Standard"?
• Different people do: Marketing team, sales team, customer service team Or even the freelance you hired Both work according to their own understanding and style Resulting in a variety of personality results
• Focus on "what to say" but forget "what to say": We often give importance to the "What to communicate (What) until it is forgotten that" How "How is equally important in creating the identity of the brand.
• No Brand Guideline: No manual that everyone on the team can reference. Makes the operation depend on the "feelings" of each person which can change at any time

Prompt for illustrations: Meeting desk images that have many teams working on their own devices (laptops, tablets), with a new brand logo in the middle, but everyone has a "Speech Bubble" that has different styles, floating above the head (like a formal, comedy, emoji).

If left, how will it affect?

The sound of the uneven brands may seem to be a small matter, but in the long run, it is "the casino destroys" the reliability of the business slowly.

• Destroy the reliability (EROSION OF TRUST): When customers can't guess what your brand is Trust decreased. They are not sure how reliable the brand is. Creating elements that create credibility on the website. Will be more difficult
• The brand is not remembered (Weak Brand Recall: in a highly competitive market Brands that do not have clear characters will be easily forgotten. On the other hand, the brand with unique sound will stand out and be remembered.
• Diluted Marketing Efforts: The budget and time you dedicated to creating content in each channel will not be able to promote. Because it is like from different brands Makes the overall communication power weaker
• Can't build relationships with customers: people build relationships with "personality", not "company" if your brand does not have a clear personality. It is difficult for customers to feel bound and become regular customers.

Prompt for illustrations: Logo brand images that are gradually Fadcise or break down In the midst of the logo of competitors that are still bright and clear To convey the forgetfulness in the market

Is there any solution? And where should it start?

The good news is that this problem can be resolved. Creating a strong Brand Voice & Tone is not a magic matter. But it is a process that has clear steps and can actually follow You can start immediately from these 4 steps:

1. Understand the "identity" and "value" of the brand (Define Your Core Identity): Go back to the beginning and answer the question:
   • WHY: What do we do this business? (Purpose)
   • How: How do we do it different from others? (Values)
   • What: What products are we presenting? (Products/Services)
   These answer is the foundation of your brand personality.
2. Set the "personality" of the brand (Choose Your Voice Characteristics): Imagine that if your brand is "person", what kind of person will he be? Try to choose 3-4 words that explain the best identity such as:
   • Fun, friendly, lively
   • Reliable, an expert, providing knowledge
   • Simple, warm, easy to access
   • Luxurious, inspiration, meticulous
3. Create "Brand Voice & Tone Manual" (Create A Style Guide): This is the most important step. Is to change the concept into a tangible document In the guide should specify:
   • 3-4 words that define the brand's voice
   • DOS & DON'TS: Example of using words/sentences that "should do" and "should not do"
   • Tone of Voice: Guidelines for adjusting the "tone of tone" to the various situations (such as negative comments, good news announcements, writing articles)
4. Training and enforcement throughout the organization (Train & Implement): Share this manual for everyone in the team that has to communicate with customers. From the marketing team to customer service And make it part of the corporate culture

For in -depth guidelines Excellent sources such as Brand Voice Guide from Mailchimp and Semrush: Brand Voice Guide are an excellent reference to the beginning. The effect of creating brands on the organization website as well.

Prompt for illustrations: 4 -step infographic With an icon in each step (1. Heart -shaped icon with the word 'valus', 2. Icon icon who has a surrounding vocabulary, 3. Handbook icon icon, Icon. The team is learning together).

Examples from the real thing that used to be successful

To clearly see the image Take a look at the examples of world -class brands like ** Apple ** that uses Brand Voice & Tone with powerful and consistently.

Starting problem: In an era when the computer is complicated and scary for the general public. Communication that is full of technical vocabulary makes people difficult to access.

Apple's Brand Voice: Apple chooses to use a completely different sound. They define their own Voice:

• Simple (Simple): Do not use complex techniques. Communicate directly and easy to understand.
• Human (Human): Use warm and accessible language. Like a smart friend is recommending good things
• Inspiring: focusing on "benefits" and "possibilities" that users will not sell, just "features"

Result: Whether you read the message on the website, see advertisements, read lectures in the App Store or even text on the product box. You will feel the same "sound". This consistency makes Apple not just a technology company. But became a lifestyle brand that people around the world trust and passion This reflects that Website design to create brands and sales That is indivisible to the Brand Voice.

Prompt for illustrations: 2 advertising comparison images. One is an old -style computer advertisement that is full of technical vocabulary. The other side is an advertisement of Apple with a short, simple but powerful message with beautiful products.

If wanting to follow, what to do? (Can be used immediately)

Now it's your eyes! Try using this simple "Brand Voice Chart" to use with your team to start the brand's voice immediately. Try to answer these questions into the table:

Component (Component), we are ... (We are ...) We are not ... (We are not ...) Personality ( such as friends, advisors, experts that are easy to access) (such as Boring teacher, non -essential clown) ( such as simple, clear, creative) (such as complicated, too much, using the words) Action (such as knowledge, inspiration, solution) (such as showing only the sale)

This exercises will help the whole team to see the same image "Who are we?" And "How do we communicate", which is an important information in writing content in different parts of the website, especially important pages such as The face of us (About US) is like the heart of the brand.

Prompt for illustrations: A picture of a notebook or a whiteboard that is filling with the 'Brand Voice Chart' table like in the article. There was a person who was writing a message. Conveying the actual action

Questions that people tend to wonder And the answers that are cleared

Question: What is the difference between Brand Voice and Brand Tone?
Answer: It's a very good question! Voice (sound) is the "personality" of your brand. Which will be stable and unchanged. For example, you may be a brand that 'Fun and friendly' always. Tone (tone) is the "emotional adjustment" of Voice to the situation, for example, when the customer informs the problem. You will still use a friendly Voice but adjust the tone to be gentle and show sympathy. Not a joke

Question: If you want to change the future Brand Voice?
Answer: Can do. Brands can grow and have a change personality over time. But the change should be "Gradually" and there is a strategy, not a face change to the back. Because it may cause the old customers to feel strange and separated should be "Evolve" (evolution), not "Flip" (reversed)

Question: How can everyone in the team use the same voice?
Answer: The key is "Brand Guideline" that is clear and easy to access. Organize the team regularly There is a good example. And create a content inspection process before the first published The important thing is that the leader must be a role model for using that sound.

Prompt for illustrations: 2 image icon images are chatting. With the symbol 'Voice' (sound waves) stable and have a 'tone' symbol (smiley face, still face, showing sympathy) that can be switched To explain the difference

Summary to be easy to understand + want to try to do

Creating a Brand Voice & Tone is not just choosing a beautiful word, but is "creating identity" that lives for your brand. It is a bridge that connects "What you are" with "what customers know" when your voice is clear and consistent in all channels Whether it's a website, social media, or email customers will start to remember you, trust you, and finally, "Choose" you over competitors.

Today you have learned about problems, causes, and the impact of uneven sound. As well as getting a clear tool and steps in creating your own unique sound Don't let your brand be just a "company" that is no longer identity. It's time to turn it into a "personality" that customers want to talk and build relationships.

Ready to create a "sound" of powerful and memorable brands. Has passed the development of the organization website that truly reflects your identity? Consult our experts to create a website that communicates your brand perfectly.

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