Tonality - the voice of a company

The tonality is made up of different aspects:

• Wording

The wording defines terms that are contained in texts or spoken advertising messages. These are tailored to the corporate identity and the target group. How do people from the target group speak, what words do they feel addressed with?

• Approach

This defines whether the recipients are addressed as "s" or "du". It also depends on how the company presents itself and what kind of relationship you want to build with your customers. Some tend to keep their distance, while others - depending on the target group and company - enter into a more personal relationship.

• Colors, font, design

Colors and design decisions also have a strong influence on the tonality and can optimally underline it. In the course of the Copy strategy colors, fonts and imagery are selected and consistently applied like a common thread. In this way, an attempt is made to convey a certain mood.

• Sounds and music

Sound plays an equally important role in the tonality of events or advertising campaigns.

Important:

Trust generates sales.

Every customer contact is about building trust. A consistent tone of voice gives customers the impression that they know the company.

Know what you want.

"What would my company say now?" - in deadlocked situations, brand tonality can be a good starting point. With this question, you can overcome even the biggest challenges.

How to develop the right tone of voice:

• Introducing the business as a person.

Even if the company consists of more than just one person, it still needs its own personality. - "What would my company be like as a person?"
Characteristics of how the company "is" can be, for example, cheeky, funny and self-confident.

• A look at the company's values.

What does the company stand for? Whether it is a fighter for justice, a family business or a reliable service at fair prices - they all have different characteristics. And this determines the tone of voice.

• "We are this, but not that".

Examples are used to evoke the personality of the company.
For example: "I'm relaxed, but not lazy." - A calm person who is always ready to support their customers.

The "style checklist":

• Perspectives

does the company "talk" about itself in the first person or in the third? Example: A fitness coach who talks about himself as a company: "I am Max and I help my clients achieve their goals."

• Technical jargon

If technical terms are used too often and too much, they can usually only have a confusing effect if a customer has not already dealt with the topic. It therefore depends entirely on the target group whether and which technical terms are used.

• Colloquial language

Colloquial language is a quick way to pick up young people, but it can also quickly backfire. You should only use it if you are 100% familiar with it. Otherwise you will quickly put off this target group.

Caution:
The wrong tonality can put off the target group!
Over-friendliness can make customers suspicious, especially if they are looking for serious products such as insurance.
Too much factual language sounds inaccessible, while young people will go further with incorrect or outdated slogan expressions.

We are eager to give your business the individual tone of voice you need! Feel free to contact us for a no-obligation consultation - we look forward to hearing from you!