Activation
Rent beta
Accounts
?
Country selection for Telegram
All countries
Top countries icon-sort-name
Quantity icon-sort-count
Price icon-sort-price
icon
Australia
1027 qty
icon
Uzbekistan
62266 qty
icon
Hong Kong
17817 qty
icon
Morocco
9376 qty
icon
Cyprus
45728 qty
icon
Japan
517 qty
icon
Turkey
8029 qty
icon
Cameroon
100632 qty
icon
Mexico
1387 qty
Available only by API
icon
Jamaica
2593 qty
icon
Trinidad and Tobago
687 qty
icon
Thailand
29134 qty
icon
Puerto Rico
1738 qty
icon
Kuwait
9568 qty
icon
Kyrgyzstan
918 qty
icon
Greece
307 qty
icon
Portugal
37886 qty
icon
Italy
8020 qty
icon
Zambia
373761 qty
icon
United Arab Emirates
710 qty
icon
Oman
553 qty
icon
Jordan
114 qty
icon
Romania
30541 qty
icon
Bahrain
114 qty
icon
Seychelles
115 qty
icon
Zimbabwe
28892 qty
icon
Sweden
669 qty
icon
Montenegro
113 qty
icon
Angola
67362 qty
icon
DR Congo
11420 qty
icon
Somalia
179 qty
icon
Niger
57244 qty
icon
Honduras
60055 qty
icon
Uganda
61411 qty
icon
Afghanistan
42480 qty
icon
Azerbaijan
1082 qty
icon
Turkmenistan
530 qty
Available only by API
icon
Spain
43249 qty
icon
Armenia
116 qty
Available only by API
icon
Belarus
1377 qty
icon
Saint Vincent
112 qty
icon
Slovenia
30175 qty
icon
Lesotho
800 qty
icon
Belize
118 qty
icon
Ecuador
9982 qty
icon
Suriname
326 qty
icon
Ukraine
1425 qty
icon
Nicaragua
1057 qty
icon
Colombia
2634813 qty
icon
Chile
4499 qty
icon
Kenya
31509 qty
icon
South Africa
22504 qty
icon
Ghana
582 qty
icon
Tanzania
842 qty
icon
Sri Lanka
3788 qty
icon
India
1705 qty
icon
Pakistan
29112 qty
icon
Libya
3926 qty
icon
Benin
782 qty
icon
Malawi
32723 qty
icon
Mali
879 qty
icon
Myanmar
20303 qty
icon
Chad
78268 qty
icon
Senegal
1437 qty
icon
Ethiopia
830 qty
icon
Vietnam
7763 qty
icon
Gambia
2712 qty
icon
Mongolia
40243 qty
icon
Argentina
11295 qty
icon
Philippines
5414 qty
icon
Iraq
2353 qty
icon
Gabon
220 qty
icon
Tajikistan
29336 qty
icon
Burkina Faso
25011 qty
icon
Guatemala
53634 qty
icon
Kazakhstan
11941 qty
Available only by API
icon
Lebanon
1550 qty
icon
Mozambique
880 qty
icon
USA
59584 qty
icon
Netherlands
5834 qty
Available only by API
icon
France
6122 qty
icon
Canada
183990 qty
icon
United Kingdom
145888 qty
icon
Liberia
288 qty
icon
Republic of the Congo
16791 qty
icon
Indonesia
40339 qty
icon
Germany
9049 qty
icon
Nigeria
3630 qty
icon
Rwanda
213 qty
icon
Israel
25858 qty
icon
Comoros
6566 qty
icon
Yemen
4632 qty
icon
Bangladesh
1149 qty
icon
Dominican Republic
138 qty
icon
Timor-Leste
59427 qty
icon
Albania
414 qty
icon
Algeria
855 qty
icon
American Samoa
few
icon
Anguilla
113 qty
icon
Antigua and Barbuda
few
icon
Aruba
14 qty
icon
Austria
31801 qty
icon
Bahamas
884 qty
icon
Barbados
213 qty
icon
Belgium
141 qty
icon
Bermuda
few
icon
Bhutan
115 qty
icon
Bolivia
29046 qty
icon
Bosnia and Herzegovina
26735 qty
icon
Botswana
236 qty
icon
Brazil
1764145 qty
icon
Brunei Darussalam
113 qty
icon
Bulgaria
32132 qty
icon
Burundi
1474 qty
icon
Cambodia
68772 qty
icon
Cape Verde
215 qty
icon
Cayman islands
614 qty
icon
Central African Republic
29 qty
icon
China
3786 qty
icon
Costa Rica
109 qty
icon
Croatia
2089 qty
icon
Czech Republic
5095 qty
icon
Denmark
1743 qty
icon
Djibouti
110 qty
icon
Dominica
113 qty
icon
Egypt
5388 qty
icon
Equatorial Guinea
1043 qty
icon
Eritrea
115 qty
icon
Estonia
10854 qty
icon
Finland
21287 qty
icon
French Guiana
115 qty
icon
Georgia
4627 qty
icon
Gibraltar
105 qty
icon
Grenada
46 qty
icon
Guadeloupe
812 qty
icon
Guinea
121 qty
icon
Guinea-Bissau
225 qty
icon
Guyana
118 qty
icon
Haiti
121 qty
icon
Hungary
7830 qty
icon
Iceland
113 qty
icon
Ireland
4327 qty
icon
Ivory Coast
221 qty
icon
Kosovo
14703 qty
icon
Lao People`s
30309 qty
icon
Latvia
29350 qty
icon
Lithuania
2798 qty
icon
Luxembourg
823 qty
icon
Macao
613 qty
icon
Madagascar
40 qty
icon
Malaysia
19249 qty
icon
Maldives
315 qty
icon
Mauritania
122 qty
icon
Mauritius
10257 qty
icon
Moldova
3037 qty
icon
Monaco
612 qty
icon
Montserrat
115 qty
icon
Nambia
566 qty
icon
Nepal
777 qty
icon
New Caledonia
114 qty
icon
New Zealand
6075 qty
icon
North Macedonia
112 qty
icon
Norway
609 qty
icon
Panama
540 qty
icon
Papua new gvineya
379 qty
icon
Paraguay
274 qty
icon
Peru
327672 qty
icon
Poland
33764 qty
icon
Qatar
325 qty
icon
Reunion
115 qty
icon
Saint Kitts and Nevis
113 qty
icon
Saint Lucia
115 qty
icon
Salvador
401 qty
icon
Samoa
few
icon
Sao Tome and Principe
875 qty
icon
Saudi Arabia
1756 qty
icon
Serbia
2642 qty
icon
Sierra Leone
536 qty
icon
Slovakia
626 qty
icon
South Sudan
116 qty
icon
Swaziland
115 qty
icon
Switzerland
616 qty
icon
Syria
few
icon
Taiwan
112 qty
icon
Togo
2605 qty
icon
Tonga
few
icon
USA (2)
164626 qty
icon
Uruguay
587 qty
icon
Venezuela
117 qty

Tone of Voice: Effective Brand Communication with the Audience

09-13-2023

Launching a new brand into the market is always a stressful task for a company responsible for the new product. Numerous details need to be taken into account and carefully thought out, from branding and slogans to positioning. This is where tone of voice comes in (translated from English as "the tone of voice") – the foundation of any public enterprise's communication strategy. Today, let's try to understand what it is and how to use it.

Tone of Voice: What It Means in Marketing?

The term "tone of voice" refers to a brand's way of communicating and expressing itself. It encompasses the principles of interacting with the audience that help the brand stand out and differentiate itself from competitors. The brand's voice should reflect its unique qualities and product values. This includes language choice - formal or informal, communication tone - cheerful or serious, bold or respectful. It also involves selecting terms and words that can or cannot be used in messages. The brand's tone manifests in the following aspects:

  • information on the official website;
  • posts on social media;
  • interaction between customers and personnel online or offline;
  • correspondence with customers in personal brand account messages or comments.

Developed tone of voice in social media management becomes an integral part of the corporate culture shared by all employees and conveyed in various areas, ranging from Instagram texts to cashier greetings behind the counter.

Company's Tone of Voice: Functions

The functions of a brand's tone of voice include the following positions:

  1. Building brand recognition: this helps consumers trust products from well-known brands more quickly. Even if a person has no prior experience with the brand, they already have positive perceptions of the company and its products;
  2. Expressing values: it is essential not only to talk about values but also to demonstrate them in practice. For example, if a brand values customer care, it should be reflected in the way employees interact with customers and the services they provide;
  3. Establishing an emotional connection: the brand should trigger an emotional response from consumers. The main goal is to create strong positive emotions associated with the brand and its products.

To get closer to the target audience and find out what truly interests customers, speech analytics can be used. It helps recognize words, classify inquiries, and show which department the customer contacted and what service they requested. This allows not only to control the cost and quantity of leads but also to improve their progress through the sales funnel.

Types of Tone of Voice

The brand voice can vary depending on the goals of the company. For example, it can be entertaining if the goal is to entertain customers, or sales-oriented if the goal is to promote products based on their advantages.

The main types of tone of voice include: positive, respectful, comedic, dry, conversational, cheerful, sarcastic, uncompromising, sympathetic, provocative, friendly, conservative, nitpicking, playful, candid, rude, inspiring, official, nostalgic, serious, romantic, business-like, enthusiastic, caring, authoritative, blunt, informational, and confidential.

Tone of Voice: Friendly Brand

Companies of this type often have a "people's" brand image, and their characteristics include:

  • Using "you" and addressing customers as "friends";
  • Revealing internal aspects of the company and secret information;
  • Posts that are devoid of dry facts, statistics, and pretentiousness;
  • Honesty when discussing failures;
  • Highlighting the love for work through the eyes of others;
  • Announcing small achievements.

Striking a balance between friendly tone of voice and professional communication can be challenging. If a friendly style is chosen, it is important to maintain a boundary of authority to avoid the perception of the brand as purely a commercial project.

Tone of Voice: Provocative Brand

These companies aim to attract attention by acting provocatively and not being afraid to violate social norms and ethics. The main characteristics include:

  • Using dramatic events for PR;
  • Grabbing attention with sensational headlines;
  • Bold communication tone;
  • Initiating discussions on controversial and current topics to stimulate engagement.

This approach can be used by both local and global brands, newcomers to the market, and longstanding participants. When using this strategy, it is important to clearly define boundaries in order to avoid offending customers and damaging the brand's reputation.

Tone of Voice: Utility Brand

The main feature of these companies is their expertise in a chosen field. Their materials contain useful information, statistics, and facts. Brands showcase themselves in the following ways:

  • Interacting with the audience and answering questions;
  • Providing information about their experience and offering online consultations;
  • Publishing materials on complex topics and providing advice and life hacks.

Here's another example of a tone of voice: When choosing this strategy, it is important to be able to explain complex concepts using simple and understandable language. Expertise should serve the purpose of helping customers understand the problem rather than confusing them with technical terms.

Tone of voice: an entertaining brand

Companies that employ this strategy focus on creating entertaining content to attract attention and stand out among competitors. Such brands:

  • Develop interactive content such as quizzes, tests, trivia, and live streams;
  • Curate funny or engaging facts about their products;
  • Present current topics in a humorous way;
  • Publicize unusual news.

When choosing an unconventional approach to attract an audience, it is important to determine the archetypes of Tone of voice. Continuously monitor customer comments and reactions to avoid creating content that may annoy rather than delight.

How to establish Tone of voice?

The process of determining the right brand communication style goes through several stages. It is important to carefully analyze the information at each stage to form a comprehensive understanding of the company's style.

Crafting the brand's story

At this stage, it is necessary to analyze how you want to present yourself to the audience and how you want to be perceived. This includes:

  • The purpose of your company and its entry into the market;
  • The information you want to convey to your customers;
  • Expectations for how your brand will be perceived;
  • Emotions and feelings you want to evoke in people when interacting with your brand.

Examples of a brand's Tone of voice show that personalizing your company will help define its communication style. For a building supply store, for example, the following attributes are characteristic: average age, blue-collar professions, average income level. This audience is knowledgeable about construction materials and is always ready to help, offering advice and budget-friendly products. They prefer a friendly communication style.

Getting to know the audience

Understanding your target audience is a fundamental part of running a business. You should have information about the age, gender, interests, and income of your customers. Analytical services, such as Google Analytics, can help gather this information. It is also useful to study your customers' social media profiles to understand how they interact with each other and what they discuss.

Determining brand values

Defining values not only helps determine the communication style but also attracts loyal supporters. To determine your company's values, ask yourself the following questions:

  • Why is your company's product unique?
  • What benefit do customers gain from using your brand's products?
  • What messages and attitudes are you conveying to your audience?
  • Which values resonate with your customers?

These steps will not only help define how to create a Tone of voice but also enable a deeper connection with your audience.

Development of Tone of Voice and Communication Channels

At this stage, it is necessary to integrate the acquired information to determine the tone of voice of your brand. Company representatives determine where and how communication with the audience will take place, including the use of social media, advertising campaigns, and email newsletters. For the year 2023, the following statistics are available for possible communication channels using the brand's tone of voice:

- Generation X, born before 1984, tend to view advertisements, be interested in news, and primarily use Facebook (owned by Meta, recognized as an extremist organization in Russia).

- Generation Y or Millennials, born after 1984, tend to view electronic newsletters, use Instagram, and Facebook (owned by Meta, recognized as an extremist organization in Russia).

- Generation Z or Centennials, born after 2000, actively use Instagram (owned by Meta, recognized as an extremist organization in Russia) and TikTok.

Implementing Tone of Voice

In order for company employees to understand how to communicate on behalf of the brand, it is recommended to prepare an instruction manual. This instruction manual should include the following elements:

- Brand values.

- Target audience profile.

- Brand persona - what the company would be like if it were a person.

- Communication style boundaries - what is acceptable in social media responses, phone calls, and in-person communication.

- Allowed and prohibited words.

- Message composition peculiarities - the use of emojis, exclamation marks, sentence length.

All of the above directly influences the types of Tone of Voice used. Tracking the quality of customer communication and analyzing it can be done using call tracking. This tool records calls and provides reports by day and hour. Listening to call recordings helps analyze the work of managers and improve their communication skills. Additionally, call tracking can determine the advertising sources from which calls are coming. These data will help you understand which advertising platforms bring in more customers and optimize your advertising campaign budget.

Tone of voice: examples of common mistakes

Companies sometimes make mistakes when choosing their brand's tone of voice. These mistakes can include ignoring the audience's characteristics, lacking clear boundaries in communication style, or not aligning with the chosen strategy. The consequences of these mistakes can result in alienating the audience, losing trust, and damaging the reputation:

  1. Imitating the tone of voice of other brands. Copying another brand's communication strategy is considered unethical. If you start using a communication style similar to a well-known company in your industry, it will inevitably draw attention from customers. They will lose trust in you and may prefer a brand with a unique voice.
  2. Using identical responses. It is important to remember that communication with the audience should be contextual. If you have chosen an entertaining communication style, it does not mean that every message should be humorous. The tone of voice serves as the foundation for communication but should not be a rigid template.
  3. Abrupt change in the brand's tone of voice. Company values can change over time, and with them, the brand's voice may change too. However, it is important for the core style to remain consistent, and any changes should be introduced gradually and carefully.
  4. Unnaturalness. Imitating the brand's voice can come across as unnatural and create negative feelings, as customers can sense the insincerity and stop trusting the company.
  5. Aggressiveness. Aggressive communication, especially in response to negative feedback, can harm the brand's reputation. Even if your brand follows a provocative communication style, it is important to maintain a respectful attitude towards the audience.

Instead of conclusion,

Before choosing your brand's voice, define the values you want to convey to your audience. Analyze the characteristics of your target audience, such as interests, average age, and income levels. Choose a communication style that best aligns with these characteristics and create guidelines for employees on using the brand's voice. The tone of voice can be adjusted depending on the situation, but its foundation should remain constant in order to maintain audience loyalty and interest.

Add a comment
Comments 0