Tone of Voice Guide: How to Adjust Your Brand Voice for Different Stages of the Buyer Journey
Read the Good Egg tone of voice guide on how to talk to your audience at every buyer stage.
What the Heck Are Tone of Voice Guidelines…
...and why should every business have them?
Newsflash! Tone of voice guidelines are just as important to a brand as having a logo and colour palette.
Get your guidelines for just £350
Hello, Howdy, Hey, Hi!
Tone of voice isn’t just what you say, but how you say it.
And, since the vast majority of consumers only buy from brands they trust, it’s mega important to create a connection that feels consistent and authentic.
Our tone of voice guidelines service is designed to help you ace this ideal client connection with minimal effort. This one-time investment of £350 delivers a lot of bang for your buck.
Print it out and superglue it to your desk — you’re gonna want your brand voice guidelines to hand whenever you write words for your biz.
What Our Clients Say
Thanks so much for this - you've absolutely nailed that tone of voice doc!!
– Sarah, luxury brand designer
Who Are Tone of Voice Guidelines For?
Every sentence can be written thousands of ways, and the words you use determine how your audience perceives your brand.
A TOV document is a great addition to your brand toolkit if you are…
A TOV document is a great addition to your brand toolkit if you are…
- A business owner who doesn’t feel confident that you’re targeting your ideal customers as effectively as you could be
- A small team wanting to ensure you’re all on the same page when talking to your target audience
- In the process of developing your visual branding and need a well-defined tone of voice to match
- A solopreneur wanting to outsource marketing tasks to a copywriter without losing that all-important brand consistency
Are you ready to add shiny new tone of voice guidelines to your brand toolkit?
What Do Tone of Voice Guidelines Include?
Our TOV guidelines delve into the four key elements of how your brand speaks to your audience.
🖋️ Brand personality – what are your brand’s core values and beliefs, and how is this communicated in your tone of voice?
🖋️ Tone of voice characteristics – are you funny or serious? Formal or casual? Enthusiastic or to the point?
🖋️ Language – will you use conversational, everyday language, or will you select words that feel more authoritative?
🖋️ Syntax and grammar – will you be playful with grammar or stick to the rules? Will your sentence structure be short and punchy or long and poetic?
Brand Voice Guidelines Should Be Super Simple to Use
If you ask 100 different copywriters how to create tone of voice guidelines, you’ll probably end up with 100 different answers.
We reckon it’s best to keep it simple — small businesses don’t need epic War-and-Peace-style guidelines because let’s be honest, who’s got time to read ’em?
Instead, we refine our tone of voice guidelines into a bespoke one-page PDF that’s easy to use and quick to reference.
This dreamy little doc will become your cheat sheet for all your comms. This could be anything from social media and blogs to PR outreach and pitching emails to prospective clients.
See Our Good Egg Tone Of Voice Guidelines 👀
Want to see how a brand voice document looks in the wild? Take a look at our Good Egg doc, with some extra tone of voice inspiration thrown in for good measure.*
*The emojis in our guidelines are optional (but highly recommended for optimum joy).
Your Brand Is More Than Your Logo and Colour Palette
The ‘rule of seven’ suggests that folks will interact with your brand seven times before they buy from you.
This not only suggests that you should be creating content regularly to increase your chances of hitting that magic number, but also that you need a solid brand identity so those potential clients recognise that it’s your biz they’re seeing.
For most businesses, incorporating a brand’s logos and colours in comms is a no-brainer, but what about brand voice? Is that giving the same consistency?
If you don’t feel confident that it is, a tone of voice document can help with that!
Let's Pin Down Your Tone of Voice
The beauty of tone of voice guidelines is that you only have to create them once, and you’ll have them to refer back to forever.
Not too shabby to say we only charge £350!
Get in touch if you think your biz could be doing a better job of speaking to your ideal clients.
Not too shabby to say we only charge £350!
Get in touch if you think your biz could be doing a better job of speaking to your ideal clients.
Do We Pass the Vibe Check?
If you like the sound of our tone of voice guidelines service, but you’d like to make sure we’re a good fit before you invest, let’s chat!
Book a free 15-minute vibe check call, and we can have a virtual cuppa (since we’re from God’s Own County, it’ll obviously be a Yorkshire Tea brew for us).
Read More About Why We Love A Well-Defined Brand Voice
Defining your tone of voice can strengthen your brand, attract your dream clients, and make it easier to write cohesive blogs and/or web copy for your site.
We’ve written a series of handy blogs on how to achieve all of this good stuff with our budget-friendly, one-page tone of voice guidelines…
Tone of Voice Documents — What Are They and Why Does Your Business Need One?
A tone of voice document is as important to your business’s brand as having a logo. Discover everything you need to know about voice guidelines.
Language Matters: Exploring Different Types of Tone of Voice for Brands
Exploring language and different types of tone of voice can take your business’s marketing from zero to hero. Find out why here.
Ideal Customer Profile vs Buyer Persona
You might have heard of ideal customer profiles and buyer personas, but are you clear on the differences between them?
How to Make Your Own Tone of Voice Document — Pinning Down Syntax & Grammar
Grammar and syntax are a big part of a solid brand voice and are one of the four key dimensions of tone of voice guidelines.
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