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The Power of Words; How Brand Tone of Voice Differentiates You From Competitors

Updated: Oct 16, 2023

Words have been shaping our culture, society, and individual lives from the beginning of time. Whether it's a politician delivering a “captivating” speech (the less said about that, the better!), a writer creating poignant stories, or a brand creating an unforgettable campaign, words are the driving force behind it all.


Brands take words and leverage their power to create an image that differentiates them from their competitors. The tone of voice adopted by a brand can make or break its relationship with its customers. In this blog post from CopyCat.London, we'll dive into the power of words and consider how brand tone of voice can differentiate you from your competitors.

Establish a Deeper Connection With Your Audience

Having a strong tone of voice is essential for any brand that wants to stand out from the competition. It’s what helps establish a deeper connection with the target audience.

As branding expert Kate Moran explains,


The tone of any piece of content can be analysed along four dimensions: humour, formality, respectfulness, and enthusiasm

A brand's tone of voice helps to give it an identity and personality that resonates with its customers. It also helps to create an emotional connection between the customer and the brand.

Define Your Brand Tone of Voice



Defining your brand tone of voice is critical in creating a brand image that will differentiate you from your competitors.

It should be consistent and reflect the essence of what your brand stands for.

The tone can be professional, engaging, dynamic, witty, conversational, direct, or any other tone that represents your brand's personality. Your brand tone of voice should connect with your target audience on an emotional level.

Adopt Your Brand Tone of Voice Across All Channels

Maintaining consistency across all channels - from social media to website copy to customer service interactions - is essential to strengthening your brand identity.

Adopting your brand's tone of voice across all channels will create a recognisable presence, differentiating you from your competitors.

Engage Your Target Audience



To connect with your target audience, your tone of voice should resonate with them.

According to Maria Pellicano,


Tone of voice is the non-verbal aspect of speaking. Toneis intonation or sometime called an inflections, it is the rise and fall of the words you use when speaking

When it comes to creating written copy, using power words in your messaging can help convey emotion and make your message more memorable.

Your tone of voice should be authentic and show an understanding of their needs, challenges, and desires. Engage in conversations, respond to comments, and ask for feedback to keep them engaged.

Developing a relationship with your audience creates loyalty and trust, both of which are critical to success.

Create Memorable Campaigns



Memorable campaigns can stand out and differentiate a brand from its competitors.

Brands use words to create compelling campaigns that evoke an emotional response from their target audience.

One example of a memorable campaign is Nike's "Just Do It" tagline, which has become synonymous with the brand.

Memorable campaigns that reflect the brand’s tone of voice are essential in differentiating the brand from its competitors.

BlazeToday points out that


tone of voice is how you speak - not what you say but how you say it. Your tone of voice expresses how you feel about wht you're saying.

Establishing a distinct tone for your brand will help customers understand what makes your company unique and why they should choose your products or services over those offered by competitors.

Stay Current and Relevant



Brands need to stay current and relevant to engage an ever-evolving audience.

By keeping in mind the industry trends and your target audience's evolving needs and desires, you can use your brand tone of voice to remain relevant. Adapt your brand tone of voice to fit the current times, evolving technology, and changing needs of your target audience to differentiate you from your competitors.

GatherContent states that


brand voice is fairly static and high-level while tone of voice refers more to how you say what you say in individual pieces of messaging.

This means that having a consistent tone across all communications will help your brand become recognisable and build trust with customers over time, no matter what platform you’re engaging with them on.

Final Thoughts On Having A Strong Tone of Voice

Words are powerful tools that help create a brand identity that differentiates you from your competitors. Adopting a brand tone of voice that is consistent, authentic, and resonates with your target audience is essential in building a brand identity that is memorable and trustworthy. By following these critical steps, you can create a brand identity that differentiates your brand and sets you apart from your competitors, firmly establishing yourself as an industry leader.

Get in touch with Cat if you’d like to chat with her about defining your brand tone of voice. You can book a free 20-minute Discovery Call.

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