How do you unify your content's voice and tone?

In my experience having a clear and consistent tone of voice sets a business apart. Being known for a certain style positions you as an authority in that niche in the long run. Nike is known for riding with athletes aren’t afraid to break barriers. Coca-Cola is known for bringing happiness. Apple is known for its innovation. These brands have achieved this through just one thing - The type of content they put out; be it video, pictures, gifs or text. Content strategy makes the difference. When I join a business, the first thing I do is understand the business’s objective and how they want to be perceived, then study the competition (who’s topping the chart), then I cut to the chase. Let’s take you to top 3 -through content!

Voice = How you communicate overall. Example: We are plainspoken.?We understand the world of design: subjective and misunderstood. We strip all that away and value clarity above all. Tone = How you communicate in certain situations. Example: We are optimistic. Like a close friend that nudges you on to do more. We represent that spirit of positivity.

Voice and tone are pivotal in shaping a brand's identity and building trust with audiences. They convey authenticity, intent, and values. Inconsistent or misaligned voice and tone can signal poor business practices, leading to mistrust. When a business treats its staff poorly, including freelancers and employees, it not only affects internal morale but can inadvertently alter the brand's voice and tone. Employees and contractors, with their wide networks and storytelling skills, can influence public perception. Once a brand's image is tainted by such practices, rebuilding trust becomes arduous. A cohesive voice and tone, aligned with ethical business conduct, are vital for a positive and enduring brand image.

To engage your audience, your content must deliver emotional resonance and value. Voice and tone are critical for communicating this and establishing your brand identity. People connect with content that makes them feel empowered and like their lives have improved. Voice and tone convey this emotional value and cement your brand identity. By aligning your voice and tone across channels, formats and customer journeys, you craft content that resonates.

When uncertain, write one liner. Don't write anything before you can tell your story, product or service in no more than two sentences. It defines your mission or reveals if you are still missing it. (Yes, we all been there) This will make your work consistent and the tone will follow. We have all heard it. "I'm sorry I could not have written a shorter letter, but I didn't have the time". Abraham Lincoln.

Voice and tone are usually established at the brand level, not the content level. However, a brand's content strategy should definitely include measures to enforce them. Perhaps through pillars. Perhaps through a style guide.

A brand's voice represents its consistent personality, while tone varies based on context. To maintain brand consistency, create a voice and tone guide with clear examples. Adapt communication based on the customer journey stages and platform nuances. Regular training ensures team alignment, while periodic reviews keep content relevant. Engage with audiences for feedback and use tech tools for consistency. As digital trends evolve, update guidelines and celebrate team consistency. By unifying voice and tone, brands foster a cohesive, memorable bond with their audience.

What 25% of your brand can you leave at the door ... so the remaining 75% can shine? When sharing your brand voice across multiple social platforms, ask yourself: → What do people care about MOST when they encounter your brand online? Different Platforms = Different Expectations. LinkedIn = Professional. Threads = Fun. YouTube = Creative. Brand voice is not one size fits all. ? Be Authentic. ? Be Adaptable. ? Be Confident.

There's this idea that a brand's tone and voice needs to be reigned in with strict guidelines because of the fear of being inconsistent or "off message". This is not brand building. This is box ticking. It feels: Quantifiable. Satisfying. Safe. Safe is the enemy of growth. People don't want safe. They want connection and trust. They want to feel they understand you and you them. They want to trust you will show up the way you say you will. Get to know your audience. Understand what part you play in their lives. Are you their best mate? Their teacher? Their guru? Their counsellor? Be playful. Be adaptive. Be authentic. They will forgive you the odd mistake or misstep. So, don't be afraid to take risks to forge deeper connections.

I have Grammarly as a plug-in and make adjustments to my emails when it identifies that my tone of voice is formal, etc. Highly recommend using AI tools like that, Lavender and ChatGPT are additional helpful resources.

The most valuable feedback you'll find here is from users/anyone who comes into contact with your content. We often sit in meeting rooms thinking about what we want our brand (and its voice) to say about us. What do we want to communicate? How do we feel about our business? But in reality, brand is how you are perceived. It exists in the gaps between what we want to say, and what our audience actually receive. Be open to an honest reflection of your brand from your audience. How does it feel? What does it sound like? What kind of person does it resemble? Let them lead this one.

Be open to adjusting, if needed along the way. What has worked well a year ago, may not necessarily be what could work best for you now. Creating a sense of urgency in your copy may work well across certain products/services you offer, but not all. A/B test consistently and use the best performing results to drive your next test set up.

Crafting a content strategy document isn't just about planning; it's about creating a harmonious brand voice and tone. It's the compass that ensures every piece of content, from blogs to social media posts, sings in unison. A unified voice builds brand recognition, trust, and loyalty. It's the power behind consistent messaging that resonates with our audience. In this sea of content, our distinct voice becomes a guiding star, leading our audience back to us. ??????

Voice and tone are very hard to keep consistent when you have different content pipelines. Even your content strategy might not govern them all, which means it'll need to be handled at the brand level, with a brand sheriff empowered to enforce them.