To begin, it’s worth noting that a brand may consist of one or more sub-brands, each of which may employ a different corporate tone (which is perfectly okay!). The trick is to identify a tone of voice which perfectly suits the traits of each individual brand.
When developing a tone of voice, the aim is to create a verbal embodiment of your brand’s personality. Look back at any existing brand material (across all media) and ask yourself: is your chosen method of written communication representative of the values your brand holds? If not, it’s time to assess where things are going wrong.
If you’re struggling to identify the issue, try thinking about the characteristics of your own personality (and perhaps your friends or family too) – you might notice how certain individuals use specific turns of phrase or slang words, for example. Similarly, you may notice how certain individuals favour detailed responses over getting straight to the heart of the matter.
You can apply the same kind of analysis to your brand’s tone of voice by visualising your brand as a person and seeing if you can spot any inconsistencies – what kind of personality traits does your brand possess? Is it humorous and conversational, or does it lean towards a more professional, serious tone? Write down as many words as you can think of that correspond to the characteristics of your brand. Then take a look at your competitors and repeat the characterisation process – this is a sure-fire way to identify how you can set your brand apart from your rivals.