What is tone of voice exactly? Is it the way in which we speak when we are hitting on someone in a bar, (a distance memory now) or the words you use when typing an email to your boss asking for some time off? Us as advertisers know that tone of voice refers to the use of images, lighting and copy to create a specific tone. Sounds simple right? In fact to brands it is one of the hardest factors when it comes to expressing themselves. The way a brand looks is important, but the way they sound is equally if not more important. We have to remember that, tone isn’t what the brand is saying, but how they are saying it. It wasn’t until the 1900’s that ads became more personal and engaged audiences. If a brand is clever with their tone, they have more of a chance of getting the audience on their side, which will also give the audience a chance to gain an insight into the brand as a whole. But why does tone of voice matter? It's mostly about the trust between the brand and consumer. Imagine you was meeting someone for the first time, if you speak in an uninviting tone they are likely going to form a bad image of you. This is the same when a brand is portraying itself to their target audience. Daisy Akinson wrote an article about, how brands always seem to forget about tone of voice. She suggests that ‘getting into character is what you have to do to get the brands voice right.’ Telling us that, advertising in some ways is like playing a role in a play. After interviewing Eve Young from the agency Social Chain, she stated that, the reason why tone is so important on social media is because, ‘there is so much noise out there and it’s extremely tricky for a brand to cut through that.’ Suggesting that, brands on social are finding it harder to be heard, they are not just competing with other brands but also, celebrities, influencers, friends, family and meme pages. Good tone of voice allows a brand to stand out from the crowd and get themselves heard. A brand will also have to understand what type of tone to use when advertising on different platforms or speaking to diverse audiences. For example, TikTok wouldn’t be the best place to target a middle aged man. (Unless you're into that sort of thing). People are changing the way they speak and so should brands. Something as simple as putting a full stop at the end of text can change the whole meaning. You may be thinking, “yes but online messaging isn’t advertising.” Correct, but a brand has to understand the way their audience are speaking to know how to communicate in adverts. Although the brands tone of voice has to be the same throughout their advertising, different platforms require different types of tone. For instance, when advertising on a billboard, although it may be targeting a specific audience, a range of audiences will see it. On social it is different again, brands can be more casual with their tone, but have to make sure that the same tone is being portrayed on all social platforms. Diverse tone can lead to audiences being confused. Tone of voice will be a challenge for brands and some will get it and some won’t, but that is why they need us. German Psychologist Friedrich Nietzche once said, ‘we often refuse to accept an idea merely because the tone of voice in which it has been expressed is unsympathetic to us.’
