Tone of voice guidelines are designed to help you communicate effectively across all forms in order to promote consistency and meet core organisational objectives.

The way we speak says a lot about us. Think about how you talk to different people.

You don’t speak to your family over Sunday lunch in exactly the same way that you chat with your friends in the pub. To put it another way, you probably don’t talk to your manager in the same way you talk to your hairdresser.

Tone of voice (TOV) is important because in order to persuade someone to do something — and that is, of course, what marketing is all about — it's most effective to communicate with them using the kind of language that they will be comfortable with and respond to.

This is particularly important when you are setting up your content marketing strategy and related activities.

Short on time? Download our inbound marketing ebook and skip to chapter four, where we discuss the importance of consistent messaging across channels and how to create a comprehensive communications strategy.

How to Write Simple Yet Effective Tone of Voice Guidelines for Your Business

How to write simple yet effective tone of voice guidelines


Putting together tone of voice guidelines is the easiest way to make yourself a) think about what type of language suitable and b) get examples of these documented.

A guide doesn’t need to be complicated and long for it to be useful. As a start, we would recommend that it contains just three sections: a definition of your voice, a brand dictionary, and some examples.

1. Define your voice


Irregularities in voice are glaring. Decide whether the content will be written in the first, second or third person. Once you’ve decided, this should be kept consistent. 

First-person — ‘I think’ or ‘I thought’. This is helpful for building the author's authority and establishing a personal connection with the reader in blog articles and video marketing.

Second-person — ‘you think’ or ‘you thought’. Good for showing you really understand your buyer personas, and their pain points and goals.

Third-person — ‘he thinks’ or ‘he thought’. Depending on your buyer personas, they may relate best to third-person content. This can often be a good choice for case studies or more formal writing, for example.

2. A brand dictionary


The brand dictionary is a collection of words your team should use in the content because they evoke the right feeling and characterise the way you want people to think about your brand or company.

  • Start by defining the style of language. Is it for everyman or for experts? Is it evocative or straightforward? Contemporary or classic?
  • Then spend some time listing out sample words that fit those styles. For example, a word bank for a sunglasses brand might include words like ‘chic’, ‘incognito’, ‘protection’, ‘celebrity’ and ‘summer’, while for a company making racing bicycles it might include words like ‘exhilarating’, ‘flying’, ‘rush’, ‘escape’ and ‘alive’.
  • The word bank should also set out preferred usage for the most important vocabulary and phrases associated with your brand, for example whether you want your communications to use ‘our employees’ or ‘our people’, ‘bicycle’ or ‘bike’, ‘premium’ or ‘luxury’. 

Every industry and company has its own jargon, and this section of the guide should explain that jargon, so that you can be sure your readers always understand. While you may well be an expert in your field, the chances are that not all of your buyer personas are. Unexplained acronyms can be particularly frustrating for readers.

3. Examples of tone of voice


This part of the guide is especially useful if — as is often the case — more than one person is responsible for creating the content at your company.

List out some sentences or phrases that really encapsulate the style of writing you want, and pair these with ‘off-brand’ versions which highlight the differences between what is and what is not being strived for.

Both types of examples will help other writers to understand what is appropriate. Examples are much more useful than descriptions of ‘brand personality’, which can be rather generic. Traits are subjective, so your idea of ‘confident and warm’ might be quite different from mine.
 

Are your tone of voice guidelines being used?


It's one thing to create an effective, easy-to-follow tone of voice guide. It's another to make sure everyone in the organisation is working from it.

One of the biggest hurdles companies large and small face when implementing an inbound marketing strategy is keeping tone of voice guidelines front of mind. This means making it as accessible as possible to different teams across the company. 

It also means keeping the guide updated regularly, so it reflects the current version of the company and its communications.

Our recommendations:

  1. Vocalise the importance of the guide to new starters during their onboarding
  2. Make the guide easily accessible on a shared drive
  3. Frequently monitor the guide's usage
  4. If you notice the guide isn't being used or followed, ask why
 

Start striking the right tone of voice


It's not just what we say but how we say it that matters. 

The way people perceive your business is to a large degree defined by the words you use. The importance of consistent messaging can't be overstated. If your business writes in a way that doesn't seem authentic, you risk putting off and even confusing for your prospects — which is the last thing anyone wants.

Tone of voice guidelines can help — and as you can see, they can be quick and simple to put together.

Wondering how a tone of voice guide fits into your wider marketing activity? In chapter four of our inbound marketing ebook, we discuss the importance of consistent messaging across channels and how to create a comprehensive communications strategy. Download it now.

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About the Author

Thomas spearheads the content activities at BabelQuest, an agency and consultancy for sales, marketing, and services. Ranked in the top 15 HubSpot Diamond partners globally, we help organisations to drive scalable, predictable growth, supporting their people and processes with strategy, activity and technology.

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