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How can you use brand voice and tone guidelines to address sensitive topics with respect?

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As a brand strategist, you know how important it is to communicate your brand's personality, values, and message consistently and effectively. But what happens when you need to address sensitive topics, such as social issues, crises, or controversies? How can you use your brand voice and tone guidelines to handle these situations with respect, empathy, and authenticity?

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Kavinda Welagedara

Strategy x Behavioural science. Founded Fudge? & CRANIAL.
Mohammed Jawad Ibne Ishaque (Taki)

FinTech | MFS | Startup | NSUer
Nicole Hatherly ??

Global Brand Strategist | International Keynote | Personal Brand Expert | PSA Accredited Speaker | International Awards…

1 Why brand voice and tone matter

Brand voice and tone are the expressions of your brand's identity, character, and purpose through words and style. They help you connect with your audience, differentiate yourself from competitors, and build trust and loyalty. However, when you deal with sensitive topics, you also need to consider the context, the emotions, and the expectations of your audience. You need to adjust your brand voice and tone to show that you understand, care, and respect their perspectives, feelings, and needs.

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Mohammed Jawad Ibne Ishaque (Taki)

FinTech | MFS | Startup | NSUer
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Brand voice and tone matter for consistency, differentiation, and audience connection. They build trust, convey brand personality, and enhance communication effectiveness, contributing to a strong, recognizable brand identity in a crowded market.

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2 How to create brand voice and tone guidelines

Creating brand voice and tone guidelines is essential for maintaining consistent and appropriate brand messaging across all communication channels and platforms. These guidelines should reflect your brand's mission, vision, values, and personality, as well as the preferences, pain points, and goals of your audience. To create effective guidelines, you must first define your brand voice attributes, such as friendly, professional, humorous, or authoritative. Additionally, you should define your brand tone variations based on the situation, channel, and audience. Additionally, provide clear dos and don'ts for each attribute and variation with examples from your own or other brands' content. Finally, test and refine your guidelines based on feedback, data, and best practices.

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Mohammed Jawad Ibne Ishaque (Taki)

FinTech | MFS | Startup | NSUer
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Create brand voice guidelines by defining persona, understanding the audience, aligning with values, reviewing competitors, considering touchpoints, testing, training teams, updating regularly, and seeking professional input. Document and share comprehensive guidelines for consistent communication.

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3 How to use brand voice and tone guidelines for sensitive topics

Once you have your brand voice and tone guidelines, you can use them as a reference and a tool to address sensitive topics with respect. To do this, you should first research and listen to your audience's opinions, concerns, and expectations on the topic. You should also define why you are addressing the topic, what you want to achieve, and what you stand for. Additionally, choose the most appropriate tone and style for the topic, the channel, and the audience. Make sure to use your brand voice and tone guidelines to guide your word choice, sentence structure, and punctuation. Moreover, respect your audience's privacy, dignity, and diversity by avoiding making assumptions or judgments that might alienate or hurt them. Acknowledge different perspectives and experiences while inviting dialogue and feedback.

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Kavinda Welagedara

Strategy x Behavioural science. Founded Fudge? & CRANIAL.
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I could be insensitive to a group of people in the most polite way possible. All a tonality guide does is define how the brand verbalises its beliefs. It doesn't tell the brand how to feel about sensitive topics. That comes from the people making the calls. Good businesses have all their employees aligned with a simple if-then. If [insert sensitive topic] then behave [values to stick to]. This has to be bigger than the tonality guide and will drive the tone of voice.

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Nicole Hatherly ??

Global Brand Strategist | International Keynote | Personal Brand Expert | PSA Accredited Speaker | International Awards Judge | Top Brand Strategy Voice | Thought Leadership | Executive Coach | Mentor | Board Advisor
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Handling sensitive topics with your brand voice and tone requires careful consideration to maintain respect, empathy, and relevance. Authenticity is crucial when addressing sensitive issues. Your audience can easily detect insincerity, which can damage trust. Ensure your message aligns with your brand’s values and is genuine in its intent.

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Mohammed Jawad Ibne Ishaque (Taki)

FinTech | MFS | Startup | NSUer
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Address sensitive topics with empathy and transparency. Align responses with brand values, consider audience sensitivities, and adapt tone appropriately. Provide resources, avoid jargon, test with stakeholders, monitor responses, and prioritize timely, thoughtful communication. Stay consistent with brand voice, train teams, and learn from feedback for continuous improvement.

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4 How to review and improve your brand voice and tone guidelines

Your brand voice and tone guidelines should not remain static, but rather evolve and adapt to changing situations, trends, and expectations. To review and improve them, you should monitor and measure your content performance and impact with analytics, surveys, reviews, and comments. Additionally, seek feedback from your audience, team, stakeholders, and peers to get their opinions and ideas. Furthermore, update and communicate your guidelines regularly by reviewing them periodically and making adjustments as needed. Explain the reasons and benefits behind any changes to your team and audience.

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Mohammed Jawad Ibne Ishaque (Taki)

FinTech | MFS | Startup | NSUer
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Regularly review brand voice guidelines by gathering feedback, evaluating consistency, aligning with values, considering cultural relevance, testing in scenarios, analyzing audience feedback, and updating for current trends.

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5 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?

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Wyatt Hill

Good graphic design for organizations doing good in the world
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In my experience working with the client to deeply understand the client's target market and create an in-depth user profile has been a greatly rewarding experience for us both to really help understand both the needs and pain points their target user is experiencing, and in doing that, create a brand voice and tone that reflects their needs. It allows clients to specifically include or exclude communication styles they want in order to better serve their market.

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How can you use brand voice and tone guidelines to address sensitive topics with respect?

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5

1 Why brand voice and tone matter

2 How to create brand voice and tone guidelines

3 How to use brand voice and tone guidelines for sensitive topics

4 How to review and improve your brand voice and tone guidelines

5 Here’s what else to consider

Brand Strategy

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How can you use brand voice and tone guidelines to address sensitive topics with respect?

1

2

3

4

5

1 Why brand voice and tone matter

2 How to create brand voice and tone guidelines

3 How to use brand voice and tone guidelines for sensitive topics

4 How to review and improve your brand voice and tone guidelines

5 Here’s what else to consider

Brand Strategy

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