Your team is divided on the tone for corporate communications. How do you find common ground?

1 Understand Needs

Before you can resolve any differences, you need to understand where everyone is coming from. Hold a meeting where each team member can express their views on the ideal tone for your corporate communications. Listen to their reasons—some may prefer a formal approach to convey professionalism, while others might advocate for a conversational tone to appear more approachable. Acknowledging each viewpoint is crucial; it shows respect and sets the stage for finding a middle ground that everyone can agree on.

2 Assess Audience

The next step is to consider your audience. Who are you talking to through your corporate communications? Different demographics may respond better to different tones. For instance, a younger audience might appreciate a more relaxed and engaging tone, while a B2B audience may expect a more formal and straightforward approach. Understanding your audience's preferences can guide your team towards a tone that will be most effective in engaging and retaining their attention.

3 Review Brand

Your brand identity should be the North Star guiding your communication style. It's essential to review your brand values, mission, and the image you wish to project. If your brand prides itself on being innovative and forward-thinking, a modern and dynamic tone could be appropriate. Conversely, if trustworthiness and reliability are your hallmarks, a more measured and professional tone might be better. Aligning the tone with your brand identity helps ensure consistency across all communications.

4 Set Guidelines

Once there is an understanding of needs, audience, and brand identity, it's time to set clear guidelines. Develop a style guide that outlines the preferred tone for different types of communications. This guide should include examples of the tone in action, such as phrases or language to use or avoid. The guidelines will serve as a reference point for the team, helping to maintain a consistent tone across all corporate communications.

5 Test and Adapt

Implementing a new tone doesn't end with setting guidelines; it requires continuous refinement. Start by testing different tones in various communications and gather feedback from your audience. Monitor engagement levels, customer feedback, and other indicators that reflect how well the tone is being received. Be prepared to adapt based on this feedback. A flexible approach allows your team to fine-tune the tone to better connect with your audience.

6 Seek Feedback

Finally, encourage ongoing dialogue within your team about the tone of corporate communications. Regularly seek feedback from team members about what's working and what isn't. This can be done through meetings, surveys, or informal discussions. Continuous feedback helps ensure that the tone remains relevant and effective, and it fosters a sense of collaboration and ownership among team members regarding the company's communication strategy.