What is Tone of Voice and Why Do Brands Need It: Definition, Examples

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The brand voice is how the product feels, how it constructs phrases and addresses the user. How the product's voice changes depending on the situation is called tone of voice. In the article, we figured out how these two terms differ, what types of ToV there are and what they consist of.

What is tone of voice and what problems does it solve?
ToV, also known as tone of voice , is a unique style of communication and interaction between a product and its audience. Tonality determines how a brand expresses its personality, values, and attitude toward its consumers. This is reflected on the website, advertising materials, social networks, and personal communication with clients.

Burger King food packaging. The cheeky informal style and provocative slogans will be readable even if you remove the logo
Here are the main tasks that tone of voice and brand voice solve:

Uniqueness and identity. Help the brand stand out from competitors and be recognizable wordpress web design agency to the target audience.

Consistency in communication. Ensures unity and consistency in all forms of brand communication: from interface texts to social networks.

Expression of values. Display key values, brand mission through the chosen communication style. This helps to establish an emotional connection with the audience.




The combination of these tasks helps the brand create a strong, consistent and emotionally attractive image in the eyes of consumers.

What makes up the tone of voice
ToV is part of the brand platform, which also includes:

brand essence or main idea;

mission - the company's goals beyond money;

principles that a business adheres to;
unique features that distinguish a brand from its competitors.


Values ​​and ToV of the Mango insurance brand
For a brand to be recognizable and easy to read, the tone of voice must be consistent across all communication levels, including text and visual design (pictures, videos).

At the text level, the following are important:

Vocabulary and word choice. Includes typical words and phrases that the brand chooses to use to express its ideas and values. These may include humor, sarcasm, metaphors, or technical terms.

The communication style is cheerful, informal, bold, youthful, serious. For example, OZON communicates with the audience simply, friendly and with soul. This is expressed in a human address "you" without officialdom and incomprehensible terms.