How can you create a brand voice and tone that is appropriate for any event or promotion?

1 Define your brand voice

Your brand voice is the consistent style and tone of your communication across all platforms and touchpoints. It reflects your brand identity and purpose, and helps you stand out from your competitors. To define your brand voice, you need to identify your target audience, your brand values, and your unique selling proposition. Then, you can use adjectives, examples, and guidelines to describe your brand voice and make it clear and distinct.

2 Choose your brand tone

Your brand tone is the variation of your brand voice according to the situation, mood, and goal of your communication. It helps you convey the right emotion and attitude to your audience, and create a suitable atmosphere for your event or promotion. To choose your brand tone, you need to consider the context, the channel, and the audience of your communication. Then, you can use modifiers, words, and phrases to adjust your brand tone and make it relevant and engaging.

3 Create a voice and tone chart

A voice and tone chart is a handy tool to document and communicate your brand voice and tone to your team and stakeholders. It helps you ensure consistency and quality in your communication, and avoid confusion and mistakes. To create a voice and tone chart, you need to list the key attributes of your brand voice, the possible scenarios and goals of your communication, and the appropriate tone and examples for each situation. You can use a table, a diagram, or a matrix to organize your voice and tone chart.

4 Test and refine your voice and tone

Your brand voice and tone are not static or fixed. They need to evolve and adapt to the changing needs and expectations of your audience, and the feedback and results of your communication. To test and refine your voice and tone, you need to measure and analyze the performance and impact of your communication, and collect and listen to the opinions and suggestions of your audience. Then, you can use data, insights, and best practices to improve your voice and tone and make them more effective and appealing.

5 Apply your voice and tone to different channels

Your brand voice and tone should be consistent across all channels, but not identical. Each channel has its own characteristics, limitations, and opportunities that affect how you communicate with your audience. To apply your voice and tone to different channels, you need to understand the purpose, format, and tone of each channel, and the preferences and behavior of your audience on each channel. Then, you can use templates, guidelines, and examples to adapt your voice and tone to each channel and make them suitable and attractive.

6 Review and update your voice and tone regularly

Your brand voice and tone are not one-time tasks. They are ongoing processes that require regular review and update to keep them fresh and relevant. To review and update your voice and tone regularly, you need to monitor and evaluate the trends, changes, and challenges in your industry, market, and audience, and the feedback and results of your communication. Then, you can use audits, surveys, and experiments to revise and optimize your voice and tone and make them aligned and responsive.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?