Capturing The Right Tone of Voice for Your Industry

The most important thing about running a business is offering a quality product or service, but sadly, the modern market doesn’t often let the goods speak for themselves. Whatever sector you operate in, you need to capture your audience’s attention with your marketing materials and content. To do so, you need to be able to channel the right tone of voice across every angle. 

What is a brand tone of voice?

Your tone as a brand is the angle that your communications to your audience comes from. Capturing the right brand tone of voice comes from a combination of competitor research and internal value communication. Once you’ve determined who you are and who your audience is, you have to be consistent with communications in all forms. 

This article will share some tone of voice examples, specified by industry to industry, to give you some guidance for connecting with a specific audience. 

Using an authoritative tone of voice for professional services

If you’re operating in an industry like technology, law, marketing or any other professional services, the goal should be striking an authoritative, knowledgeable tone of voice in communication. Your target audience is going to a sense of concrete, quantifiable expertise, rather than trying to appeal to them on an emotional level. 

Core facets of a good professional tone of voice include: 

• Making definitive, authoritative statements
• Backing up your statements with data and facts
• A concept of being forward-thinking or ahead of the curve 
• Creating a sense that your services are essential by focusing on outcomes

If your industry is more creative or artistic, you should try to communicate that to your audience through your copywriting, without losing sight of it being conversion-focused. 

There are multiple sides to the food industry’s tone of voice

When it comes to the food industry, there are a few different directions you can take with your tone of voice. Some consumer brands benefit from adopting a more playful, energetic, or even childish tone of voice, complete with slogans and catchy copy. Whereas an upscale eatery would want to display a more high-class, premium offering. 

• Brands like Innocent and Puccinos are known for their humorous, slightly sarcastic tones of voice, ideal for quick-grab and off-the-shelf food and drinks.
• Fancier restaurant brands like The Ivy or Côte Brasserie capture more of a historically and culturally significant tone of voice. 
• Restaurants and brands linked to specific cultural identities, such as Nando’s with Portuguese food, form their tones of voice by packaging that identity in a consumer-friendly manner. 

It’s worth noting that restaurant business tones can also be applied to hospitality venues, ranging from nightlife entertainment to hotels, depending on the target audience. 

Find the perfect tone of voice in branding

If you’re interested in getting down to the nitty-gritty of your tone of voice, you need a comprehensive understanding of marketing and a direct pipeline to what your target audience wants. Get in touch with Digital Next today if it’s time for your content to find a distinct, recognisable tone that will make you ubiquitous with what you do. We’ve worked with countless brands, big and small, to make powerful marketing impressions across industries. 

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