The Unsung Hero of Branding: Why Every Business Needs a Tone Guide

Welcome Back, Readers!

Recently I’ve been thinking a lot about brand voice and how staying consistent is extremely challenging for many businesses. But why is that? It’s your brand, and you know it better than anyone, so it should be easy to sound like “you,” right?

Well, in most cases, it isn’t as simple as you’d like to think. For one thing, YOU are not synonymous with YOUR BRAND. Even if you’re a solopreneur, the way you communicate from your brand’s perspective may vary greatly from how you communicate personally. For one thing, the way your brand “speaks” considers many factors, such as your audience and how they speak, the medium through which you typically communicate, and the products or services you offer.

So how do you show up the same way every time? Well, the best way is to define your brand voice. Knowing who your brand is, and documenting its characteristics, will help you stay consistent in the way you communicate.

This is where an often overlooked but incredibly crucial aspect of branding: the tone guide, comes in. At its core, a tone guide is a set of guidelines that dictate how a brand communicates across all platforms. It's not just about what you say but how you say it. A tone guide can cover everything from the words and phrases a brand uses to the emotions they want to evoke and even the rhythm and pace of their messaging. It literally defines your brand’s voice.

So how exactly does a Tone Guide Help your brand?

Consistency: Imagine you walk into your favorite coffee shop. One day, the barista greets you with a cheerful "Good morning!" and the next day, they mumble a half-hearted "Hey." You'd be confused, right? Similarly, when a brand's messaging is inconsistent, it can be jarring and confusing for the audience. A tone guide ensures that no matter where or how a customer interacts with your brand, the experience feels consistent.

Trust: When a brand communicates in a consistent manner, it builds trust. Customers know what to expect and feel more comfortable engaging with the brand. It's like having a friend who's always reliable versus one who's unpredictable. Just as Zig Ziglar said, “If people like you, they will listen, but if they trust you, they’ll do business with you.”

Brand Differentiation: In today's saturated market, standing out is more important than ever. A unique tone of voice can set your brand apart from competitors. Think about some of your favorite brands. What is it about their communication style that makes them memorable?

Content Creation: For businesses that produce a lot of content (like blog posts, social media updates, or newsletters), a tone guide acts as a compass. It ensures that different writers and creators are on the same path, leading to cohesive content that resonates with the audience. It is especially helpful if you decide to hire an outside marketer to assist with your writing projects.

Great! We’ve discussed why it’s important, but HOW do you write one?

I’m here to help! Use the template below to assist in creating your brand’s tone guide. Make it even more fun by collaborating and brainstorming with others!

Tone Guide Template:

If your brand was a person, who would they be? (i.e., pick a famous person who would represent your brand. Identify and describe them.)

Descriptors: (List at least 5): i.e., Friendly, Fun, Outgoing, Magnetic, Brainy... (Hint: google an adjective list for inspiration)

For each descriptor, explain your thinking behind each word in the following format:

[Brand] is [descriptor] because [reasons, reasons, reasons]. [Brand] is not [word that is opposite of descriptor].

i.e., The Gap is Inclusive because they offer a wide range of sizes and colors to fit diverse individuals. The Gap is not exclusive.

For each descriptor, create an embrace and avoid statement in the following format:

Embrace: [Brand] would say [statement].

 i.e. The Gap would say find the perfect fit with our wide range of sizes and styles.

Avoid: [Brand] would NOT say [statement].

i.e., The Gap would NOT say plus sizes unavailable.

Key Brand Words and Phrases: List words or short phrases your brand uses or would like to use

i.e., The Gap words and phrases: “born to chill”, “new take on a classic”, “effortless slouch”

Congratulations, you now have a Tone Guide for your brand!

Just remember, a tone guide is more than just a set of rules; it's a reflection of your brand's heart and soul. It ensures that every piece of communication, whether it's a tweet, a blog post, or a customer service email, resonates with your audience and builds a stronger connection with them.

So, if you haven't already, consider creating a tone guide for your business. It might just be the unsung hero that takes your branding to the next level!

Happy branding, and until next time!