Understanding the importance of your brand’s tone has never been more crucial. A few years back, I presented a major marketing strategy to a senior executive. We prepared with all the industry jargon we thought necessary: “In Q3, we’ll deliver a unified editorial calendar. Subject matter will reinforce key audience pain points. We will increase paid media investments to leverage this series in integrated campaigns.” Sounds fancy, right?
However, the executive’s response was, “What is it exactly? A blog series we promote in paid?” It was then that I realized the language choices were all wrong. I had unintentionally adopted this “content voice” across all brand communications. From that day, I embarked on a mission to eradicate this jargon-heavy voice from my work and beyond. Let’s explore what content voice means and how to avoid it, with real examples from brands that get it right.
Table of Contents
Understanding Content Voice: Avoiding the Pitfalls
Content voice refers to the use of overly complex terminology when simpler language would do. When I shared insights about content voice on LinkedIn, many resonated with the issue. Saying “utilize” instead of “use” loses clarity. When content suffers from this voice, it feels distant and less valuable. Audience connection hinges on clarity and accessibility.
Aligning brand tone so that it is clear and personable ensures everyone, from internal teams to global audiences, can grasp the message being conveyed. Use the words you’d use with a friend: straightforward, everyday language resonates better.
Your Brand’s Tone: As Distinctive as Your Logo
Removing jargon is only step one. Next, cultivate a brand tone that stands out distinctly. This tone should echo across social media, blogs, newsletters, and podcasts. Authenticity and coherence in your brand voice help your audience recognize and connect with it instantly.
Crafting a Cohesive Brand Tone: 5 Essential Tips
1. Listen Intently
Understanding starts with listening. Engage genuinely with stakeholders and gather insights that inform clear communication.
2. Simplify and Explain Niche Terms
While avoiding jargon is ideal, defining necessary industry terms ensures inclusivity and understanding for all audiences.
3. Advocate for Your Audience
Champion clarity by resisting jargon, even if it means confronting colleagues or executives. Clear communication benefits everyone, especially global audiences.
4. Use Data to Support Your Approach
Support your commitment to clarity with data. Demonstrate that clarity boosts engagement, conversion, and user satisfaction.
5. Lead by Example
Showcase clear communication in leadership. Set the tone for your team and formalize guidelines to emphasize accessibility.
Effective Brand Tone in Action: Three Examples
Mailchimp: Blending Clarity with Engagement
Mailchimp effectively balances professionalism with approachability, delivering content that’s both engaging and clear.
The Hustle: Simple and Direct
The Hustle excels with a no-nonsense approach, connecting with readers through straightforward and relatable content.
Canva: Creativity at the Forefront
Canva employs a playful yet clear tone that allows the product to speak for itself, avoiding unnecessary jargon to connect with users.
Embracing Simplicity: The Key to Brand Tone
Simplicity triumphs. Clarity does not mean sacrificing intelligence; rather, it ensures your message is heard and understood. Embrace human, accessible language, and your brand will stand out in the crowded marketplace.
Discover more from Make Money Online and Work From Anywhere
Subscribe to get the latest posts sent to your email.
