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How can you use your tone of voice to improve client communication?

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As a commercial designer, you know how important it is to communicate effectively with your clients. You want to convey your ideas, goals, and expectations clearly and persuasively, while also building trust and rapport. One of the key elements of successful communication is your tone of voice. Your tone of voice is how you express your personality, attitude, and emotion through your words and style. It can influence how your clients perceive you, your work, and your brand. In this article, we'll explore how you can use your tone of voice to improve client communication and achieve better outcomes.

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1 Why tone of voice matters

Your tone of voice can make a big difference in how your clients respond to your messages. It can help you establish your credibility, authority, and professionalism, as well as your creativity, passion, and enthusiasm. It can also affect your clients' emotions, expectations, and satisfaction. For example, a friendly and positive tone can make your clients feel more comfortable and confident, while a harsh and negative tone can make them feel defensive and doubtful. A consistent and distinctive tone can also help you stand out from your competitors and reinforce your brand identity.

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2 How to define your tone of voice

Before you can use your tone of voice effectively, you need to define it. You need to identify the core values, attributes, and goals that shape your personality and style as a commercial designer. You also need to consider your target audience, their needs, preferences, and challenges, and how you want to connect with them. A good way to start is to brainstorm some adjectives that describe how you want to sound and how you want your clients to feel. For example, do you want to sound professional, creative, friendly, confident, or something else? Do you want your clients to feel inspired, informed, reassured, or something else?

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Manuela Metra

Founder of Manuela Metra Perfectly Imperfect? | Wabi Sabi Ceramics & Paintings | Top Photography & Mindfulness Voice | Crafting identities through art and elevating spaces with mindful creations.
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In the world of branding, the concept of brand archetypes, as outlined by Margaret Mark and Carol S. Pearson in "The Hero and the Outlaw," offers a compelling framework. Each archetype embodies distinct characteristics that resonate deeply with audiences, shaping the tone of voice into a powerful communicator of the brand's essence.

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3 How to adapt your tone of voice

Once you have defined your tone of voice, you need to learn how to adapt it to different situations and contexts. You need to be aware of the purpose, audience, and channel of your communication, and adjust your tone accordingly. For example, if you are writing a proposal, you might use a more formal and persuasive tone than if you are sending a follow-up email. If you are speaking to a new client, you might use a more friendly and welcoming tone than if you are speaking to a long-term client. If you are using social media, you might use a more casual and engaging tone than if you are using a website.

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4 How to apply your tone of voice

To apply your tone of voice effectively, you need to pay attention to the words, sentences, and formats you use. You need to choose words that reflect your personality, values, and goals, and avoid words that contradict them. You also need to use sentences that are clear, concise, and coherent, and avoid sentences that are vague, complex, or confusing. You also need to use formats that are appropriate, attractive, and accessible, and avoid formats that are inappropriate, boring, or difficult. For example, if you want to sound professional, you might use formal vocabulary, short sentences, and bullet points. If you want to sound creative, you might use expressive vocabulary, longer sentences, and images.

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5 How to test your tone of voice

To test your tone of voice, you need to get feedback from your clients, colleagues, and peers. You need to ask them how they perceive your messages, how they feel about them, and how they respond to them. You also need to measure the results of your communication, such as the number of inquiries, conversions, referrals, or reviews you get. You also need to compare your tone of voice with your competitors and industry standards, and see how you differ or align with them. Based on the feedback and results, you can then refine and improve your tone of voice.

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6 How to maintain your tone of voice

To maintain your tone of voice, you need to be consistent and authentic. You need to use your tone of voice in all your communication channels and touchpoints, such as emails, calls, presentations, proposals, websites, social media, and so on. You also need to use your tone of voice in all your communication stages and scenarios, such as initial contact, project briefing, design process, feedback, delivery, and follow-up. You also need to use your tone of voice in a way that matches your actions and behaviors, and avoid any gaps or contradictions that might undermine your credibility or trustworthiness.

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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?

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How can you use your tone of voice to improve client communication?

1

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3

4

5

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1 Why tone of voice matters

2 How to define your tone of voice

3 How to adapt your tone of voice

4 How to apply your tone of voice

5 How to test your tone of voice

6 How to maintain your tone of voice

7 Here’s what else to consider

Commercial Design

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How can you use your tone of voice to improve client communication?

1

2

3

4

5

6

7

1 Why tone of voice matters

2 How to define your tone of voice

3 How to adapt your tone of voice

4 How to apply your tone of voice

5 How to test your tone of voice

6 How to maintain your tone of voice

7 Here’s what else to consider

Commercial Design

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