Turning Brand Voice into Tone
Once you understand the unique values that are the reason your customers choose you, you need to turn the rough sketch you have for your coaching brand voice into a distinctive tone of voice. You now need to go from ideas to the actual language you’ll use. You’ll discover and define your style, and then create concrete guidelines for everyone in your organization to use.
Formal vs. Informal
The obvious place to start is the right level of formality. This depends both on your industry and on your specific brand image. In terms of industry, some industries use more casual language than others. A bank or tech company might use more formal language because they want to emphasize the core values of security and reliability, while a smoothie shop or ecommerce video game dealer might use a casual tone.
Here is an example of just how profound differences in formality can be:
“We would like to inform you that we are releasing a new line of speakers that we believe have no comparison in today’s market.”
“Get ready for a real listening experience! Check out the new speakers we’ve got coming out next month. They are guaranteed to blow you away!”
These two examples say the same thing but the formality level of the tone communicates it in a very different way.
In general, the less technical language, the better. But again, this depends entirely on your target audience. Consider these two examples for a food safety test kit:
“Our new enzyme immunoassay for the quantitative analysis of aflatoxin in feedstock offers faster incubation time and a detection limit of <1.7 ppb.”
“Our new food safety test kit helps you check for and assess aflatoxin in feedstock even faster and more accurately than before.”