The internet, social media, marketing – none of it’s going to get quieter anytime soon.
If anything, they’re gonna keep getting louder and louder.
That’s where tone of voice guidelines really come into their own.
What is a Tone of Voice Guide?
A Tone of Voice Guide is an in-depth document that outlines the values, style and voice that define how a brand communicates with its audience. And clarifies your preferred tone, language and messaging style.
Put simply, it’s a guide that helps every piece of content you put out sound like your brand every time, no matter who writes it.
To learn more about TOV, check out my article, What is tone of voice?
Do you need Tone of Voice Guidelines?
You might argue not, but they’re dead handy for small businesses, especially solo entrepreneurs, to reference.
And if you’ve got staff and you either have an in-house writer or multiple people sending comms out, the tone of voice guidelines make sure every piece of content is in keeping with your company’s values, tone, voice, and style.
So, yep, I’d argue that you do need ’em.
11 reasons why you need tone of voice guidelines
If you still need persuading, or you’re curious why they’re so important, here are eleven reasons why putting a tone of voice guide in place is an absolute game-changer:
One. Brand recognition
A consistent tone of voice gives your brand a personality, makes it instantly recognisable (brand recognition) and helps you stand out against the other marketing noise.
When people recognise you, you become a familiar part of their lives, which can turn them into loyal customers – woohoo!
Two. SEO Boost
Rubbish!!
That’s what you’re thinking, right?
Well, you’d be wrong.
Consistency is a language search engines understand. Implementing tone of voice guidelines across your content tells them your brand is reliable and trustworthy. This positively impacts your SEO rankings, making it easier for potential customers to find you online.
Cool, huh?
For more on SEO, check out my article 24 awesome sways to optimise SEO for blog posts.
Three. Deeper connections with your audience
Tone of voice guidelines provide a roadmap for tailoring your message to resonate with your target audience. By speaking their language and addressing their needs, you create a stronger emotional connection.
So, you can say ta-ra to one-time interactions and turn them into long-lasting loyal customers.
Four. Create a memorable brand persona.
Think of your tone of voice as your brand’s personality.
Whether you’re aiming for a tone that’s:
- Humorous
- Serious
- Friendly
- Utterly Billy Bonkers
Guidelines help you define and maintain this persona across all your communication channels. This consistency makes your brand more memorable and relatable to your audience.
Five. Improve user experience (UX) across different platforms
Your brand doesn’t just interact with your customers on your website.
It interacts with them across multiple platforms, like:
- TikTok
- Google ads
- High Street billboards
And stuff like that (depending on where you post, market and advertise).
Tone of voice guidelines make sure customers get a consistent brand experience wherever they find you.
Six. Easier content creation
Creating content becomes much easier when everyone is on the same page regarding tone, style, and language.
You instinctively know what your audience wants to hear, and you can help them with useful services, articles and social posts.
Seven. Handle challenges, problems and bad news professionally
A guide is invaluable if your business comes in for some stick because of an error or you have to break bad news. It helps you navigate challenges in a calm voice that’s still you.
It’ll end knee-jerk reactions or you saying the wrong things at stressful or sensitive times.
Eight. Build trust and credibility.
When your audience experiences a consistent tone across all interactions, it builds trust and credibility. Trust is the foundation of lasting relationships, and consistent communication is the cement that holds it together.
Nine. Stand out in a saturated market.
A distinctive tone is your secret weapon for creating content that captures attention and makes people remember you – pretty handy when there is so much noise out there.
Be yourself everywhere, and you get noticed.
You only have to check out LinkedIn to see how I do it.
Ten. Reach customers worldwide
For businesses with a global client base, tone of voice guidelines make sure your brand message remains consistent across diverse cultures and languages. This global consistency creates a cohesive brand identity while allowing tweaks to be made that resonate with audiences from different backgrounds.
Eleven. Inspire your current employees.
If you thought tone of voice guidelines were just for your audience, think again.
Give your staff your guidelines and anyone in the company can write content that sounds authentic and totally you.
Want to know how to create tone of voice guidelines?
Then speak to me.
I work with clients to develop, create and implement their brands tone of voice. So, whether you’re looking for a new and improved TOV or you have existing brand voice guidelines but are struggling to nail them, check out my Brand Voice Consultant page.
To learn more, check out my article, Why your brand tone of voice is important.
Until next time,
Matt
PS. If you like my TOV and fancy a crack yourself, check out my post, 15 ways to write in a chatty tone of voice (with examples).
