- Adapt to changes in society and trends. This is especially true for youth brands, where trends quickly replace one another. Monitor the manner and style of If you have a small company communication of the target audience and adapt the brand voice so that it remains understandable and close to them.
Can a brand use more than one TOV? If you have a small company
Yes, a company can use multiple TOVs, but only if it has audience segments that are different from each other and can speak “different languages.” In this case, it is important not to lump messages with different TOVs together and create separate channels to communicate with such users.
For example, banks are aimed at a wide audience, but many of them provide services for businesses separately. In this case, you can use several TOVs, adapting each of them to a separate segment of the target audience. This is what VTB Bank does, which has a VKontakte group for all bank clients and a separate community for entrepreneurs. Their communication styles differ.
In the group for all clients, the bank writes as simply and clearly as possible, does not use complex terms and slang expressions. TOV is reserved and friendly, designed for a wide audience.
VTB Group on VKontakte for all clients
In the business group, the bank uses terminology and slang that are incomprehensible to most ordinary bank clients, but at the same time familiar to entrepreneurs.
VTB Group on VKontakte for Business
If you have a small company, creating separate communication channels for different segments of the target audience may not be profitable. Large companies with multi-million audiences can afford this. It is more profitable and easier for small businesses to find one common TOV that will be understandable to all users.
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Types of Tone of Voice If you have a small company
Let’s list the main TOV styles and examples of areas of activity for which they are suitable.
Friendly and informal
Simple, conversational and close to everyday communication. northern mariana island business email list Used to create an atmosphere of trust and ease. Suitable for retail, restaurants and companies focused on a wide range of customers.
Professional and businesslike
Restrained, strict and structured. Emphasizes the competence and reliability of the brand. Suitable for the B2B sector, financial, insurance and legal organizations.
Playful and humorous If you have a small company
Light, casual style with elements of humor. cyber threats in the home office: How hackers are exploiting the Corona crisis Creates an emotional response and is remembered thanks to jokes, makes interaction with the brand fun and relaxed. Suitable for companies targeting a young audience, entertainment and creative agencies.
Minimalistic and laconic
A clear, concise style without unnecessary complexity asia email list and details. The main focus is on informativeness and clarity. Suitable for technology companies, e-commerce, transport services, online services.
