Warm, friendly, motivating. Suitable for companies that create an atmosphere of comfort, inspiration and coziness, such as family restaurants, spa centers, hotels, recreation How to use the persona centers. This tone helps to evoke pleasant emotions in the audience, the desire to relax and unwind.
Bold and provocative How to use the persona
Suitable for brands with a young audience and companies How to use the persona promoting non-standard solutions. Such TOV often helps to quickly attract the attention of consumers, but at the same time can cause a wave of hate and criticism. You need to be careful with it and always be able to balance on the edge, but not cross the line.
How to Develop a Tone of Voice for a Brand How to use the persona How to use the persona
The development of TOV includes several stages:
- Think about what values your brand promotes. Do you care about the environment or the health of your customers, implement new technologies, or want to attract people to sports? Formulate the values and mission of the brand — the chosen direction should always be visible in communication.
- Study your target audience. This can be done by analyzing Yandex Metrica reports or other traffic statistics services, surveying company employees, as well as research or interviews. Find out the age, interests, and preferences of customers. This will help you understand what people want to get from your product and why they buy it. The results of the analysis will also tell you which direction to take when choosing a brand voice. For example, if most of the audience is young people, you can consider a humorous or daring TOV.
- Choose a tone of voice. Consider the characteristics norfolk island business email list of the audience and brand values. Think about which TOV best reflects your company and will be close to potential customers. In the process of searching for ideas, you can analyze the TOV of competitors. But we do not recommend copying other people’s styles – this will not help the company become recognizable and stand out in the market, rather the opposite.
- Determine the style and structure of the texts. Create examples of texts that reflect the brand’s TOV. Decide how the messages should look (long or short, detailed or laconic), whether emojis and other additional design are needed.
- Create a TOV guide for employees. Create a document that describes the tone of communication. Include examples of messages that are TOV-compliant and examples that are not. Include words and phrases to use and those to avoid.
- Test and adjust TOV. Collect customer feedback, consider cybersecurity when purchasing smart devices analyze engagement metrics (likes, comments, conversions), and monitor the overall perception of your company’s image. Adjust your brand voice as needed to ensure it remains relevant and relevant to your audience.
Persona Method in TOV Development How to use the persona
The persona method is the creation of a fictitious, yet as realistic as possible, image of your typical customer. It helps you better understand who you are communicating with and adjust your brand voice to this audience.
How to use the persona method to develop Tone of Voice:
- Create a customer persona. Imagine a specific person who represents your target audience. Describe their age, gender, occupation, interests, preferences, problems they face, and goals. For example, they could be a young mother looking for safe and eco-friendly products for children, or an entrepreneur who wants to automate business processes.
- Adapt the TOV to the character. Think about how you would communicate with this person in real life. If it’s a young mother, the brand voice will be caring and supportive. For young people, a light and casual TOV with elements of humor and modern slang will do. For the older generation or entrepreneurs, the tone will be more serious and formal.
The persona method can also be used in the opposite asia email list direction. To do this, come up with an image that personifies the brand itself. It is important that it does not contradict the company’s values, and is close and understandable to the audience. It can be not only a person, but also some fictional creature or animal (like the cat-Fey at the Arkadia store or SberKot, who “runs” the Sberbank blog). When communicating with clients, write as if this character is talking to them.
Tone of Voice is an important tool that helps a brand create a unique style of communication with customers. The right TOV allows you to stand out from competitors, build trust and an emotional connection with the audience.
