August 3, 2020
2 min read
The way you communicate, formulate, and articulate can change the perception of a company both externally and internally. But what's the difference between the tone and the voice in a tone of voice – and how does it apply to the way we communicate?
Whether we like it or not, all brands have a voice. A company’s tone of voice represents the personality of a company, so you want it to reflect the values and the brand you aspire to be and make it work to your advantage.
To do so, you want your tone of voice to take its foundation in a balance between your organization's legacy, brand characteristics, and your aspirations for the future. Because the way you communicate, formulate, and articulate can change the perception of a company – both externally and internally.
But what's the difference between the tone and the voice in a tone of voice – and how does it apply to the way we communicate?
In short, a good brand always has the same voice – just like we do as individuals. But depending on the situation and the conversation you participate in, your tone should adapt. The tone of voice in your annual report should not be the same as the tone of voice on your social media channels – just like the tone of voice at a campaign page should not be the same as in your tech specs.
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When campaigning a new product, service, or even a new strategy, you want your tone to be engaging, passionate, and emphasizing your core brand narrative. However, not everything has to be wrapped in figurative formulations. Some content just needs to be made available and communicated as concrete and as simple as possible. This is where the tone comes into play. The tone helps navigate your language. To do so, working with the communication pyramid below can help guide the use of voice in the right tonality.
Where the figurative language forms the top of our pyramid with hero content such as e.g. big corporate films and campaign communication, the language must also be able to be moderated as you work your way towards the bottom of the pyramid with hub and hygiene content.
Asbjørn is responsible for brand positioning and everything written at Plateau. With an unremitting curiosity, Asbjørn seeks to get to the heart of...