The sheer volume of content flashing across our screens these days is overwhelming. The average person can read thousands of words, even without sitting down for a long evening with a novel.
The vast majority of these words float in and out of brains without much comment. And yet, some manage to leave an impression. Why? Why do some messages encourage action, change opinions and enter long-term memory when so many others don’t.
I would argue that the tone of voice matters more than anything else. Maintaining a consistent tone of voice is crucial when communicating with followers, clients, or potential prospects.
Consistency is harder than it seems. Many brands unknowingly shift their tone across press releases and internal memos, creating confusion among stakeholders.
Here let me take you through our three step process towards finding and always using your own brand voice.
Everything Starts with Reading
Good copywriting begins with reading – an essential lesson shared by experienced copywriters at Cognito, including Jan Jaap Omvlee.
Jan Jaap said this in a recent training session : “Copy is text, but not all text is copy.” Text is what takes up your social media, the back of packages and instructions above a door. Copy actually stands out.
Read copy wherever you find it. Train adverts, bank newsletters, and articles in insurance trades. If you’re based in the Netherlands, compare the headlines of De Telegraaf with those of AD or het Financieel Dagblad.
You’ll get better at distinguishing between regular text and well-crafted copy. Later you’ll find it easier to sort good copy and bad copy, and copy that is positioned to different audiences.
Find a Tone of Voice That Suits Your Brand
Defining a tone of voice that truly aligns with a brand is more challenging than it appears. Many businesses assume their communication reflects their core values by default – “if we say it, it must be on brand.”
Think again. Without careful consideration, there can be a disconnect between perception and reality.
A useful exercise to refine a brand’s tone of voice is to start by identifying key values. These are not simply a list of adjectives – “brave, bold, interesting and curious” is not a set of values.
A more effective approach is to think of the brand as a person. If the brand were a well-known figure, who would it be? Would it embody the energy and risk-taking nature of a young entrepreneur, or the reliability and professionalism of an industry veteran? What would this person definitely not say?
Looking at a brand as a person makes it easier to craft messaging that is consistent, authentic, and engaging for the target audience. This ensures that all communication –whether on social media, press releases or customer facing sales material – reinforces a clear and recognizable brand identity.
100 channels, 100 consumers, 1 voice
Once you have found your tone of voice as a brand or even as a person, it’s crucial to keep it consistent across all platforms. Consistency helps build trust and recognition.
A common mistake that many companies and copywriters make is using a different tone of voice on different channels – from internal employee letters to press releases to social media posts. Cognitive dissonance will form if your CEO is sarcastic and biting in internal memos but overly sincere externally.
This confuses your audience and dilute your brand’s identity. Who is the real you? By maintaining a unified tone of voice, you ensure that your message is clear and cohesive, no matter the channel. This fosters a deeper connection with your audience, as they come to recognize and trust your unique voice in the same way as a friend of family member.
Finally, operationalise this new approach. Build an extensive brand document that includes your tone of voice and brand values. Give examples of do’s and don’ts in the document. Teach your current and new employees how you communicate and how your brand values are incorporated into the day-to-day business of the company. In short: practice what you preach.
Bryan Verhage is a content manager in Cognito’s Amsterdam office
