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Adapt the communication to your target audience
User interface consultancy Nielsen Norman Group defines different types of voice. These should be established based on brand values and the way your audience communicates. In this way, a brand can choose to be: funny or serious, formal or casual, respectful or irreverent and enthusiastic or natural.
How to create your voice manual
The first steps
create an identity
First of all, you have to think what values we want the brand to transmit. For this, we must reflect on how our firm will differ from the competition. It is also important to define how we want customers to feel when interacting with the brand.
Think of all communication channels
The next point is Prepare a list with all the channels of the brandsuch as automated messages via email, social networks, website, footnotes or contact forms.
Each of the established communication channels will have tonal values. For this it can be useful to think about the adjectives with which we want to describe the personality of our brand. There will be some that are better suited to social media and others to customer service.
Share the voice manual
Share your voice manual with all the employees of the firm, in order to achieve a homogeneous speech in all areas of the company
When doing this, share an example with the team, so they can be guided correctly. You will also have to establish a delegate to ensure that the voice manual is respected.
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About our experience:
Tips for designing a good Voice Manual
At MyContent we have professionals with extensive experience in the sector. They elaborate their work based on market research to understand what customers need customers and what are the weak points of the competition. Thanks to this experience, we can offer you some advice when designing a voice manual.
Explain the importance of this tool
The first point of the document will be dedicated to explaining to employees the usefulness of this document, what its function is and how it will help the brand to improve. In this way, they will be able to understand the seriousness of this tool and it will make them aware of using it rigorously in all their messages.
Defines the values and vision of the brand
The next step will be to talk about the firm's values and what its mission is. This will make them understand the voice manual and will be able to internalize the way in which they define themselves as a company.
set the tone
It tells the employees how the company is going to relate and what will be the image projected for users. To do this, use adjectives that define the brand.
List the guidelines to follow
By way of standards and recommendations, it explains the guidelines to follow in your messages lexically and grammatically.
How do I define the personality of the brand?
The personality of the brand is oriented to the needs of the target audience, what their own personality is like and what their values are. Once at that point, you must establish a personality that can be maintained over time, that is trustworthy and that represents you.
Why is it necessary to establish a tone of voice?
The tone of voice unifies the different departments of the business, helps you differentiate yourself from the competition, creates a solid image among users, and builds customer trust.
In which channels can the voice manual be implemented?
In all communication channels of the company. Whenever it is related, either with consumers or potential customers, you must apply the voice manual. Many times you think only of the channels with the highest traffic. However, others that go unnoticed, such as the error message when loading the web page, should also follow the brand's tone of voice.