Ready to take our Tone Test?
Like most things, your company tone of voice needs a check-up from time to time. We spoke to 200 brand and marketing folks, and built this nifty little test from what they told us – so let’s see how you measure up. (By giving us your email, you’re signing up to our newsletter too – it’s good, we promise.)
Do you have a tone of voice?
What form does your tone of voice take?
Where do you use your tone of voice?
If you were to estimate, how much of your company uses your tone of voice?
Does your tone change from country to country?
What do your most senior folks (like your CEO) make of your tone of voice?
How do you measure it?
What’s the one thing you’ve always wondered about tone of voice?
Ready for your diagnosis?
For us, tone of voice works (or doesn’t) based on four things:
- The basics, like whether you actually have a tone of voice, rather than a woolly idea of one
- getting others involved from the start: the more people have input, the better it’ll stick
- creating an internal movement: training, talks, the lot
- measuring it: fewer complaints, more happy customers: you need to prove what works.
And, sneakily, we’ve been measuring you on these very four things. So here’s how you did.
Good stuff – it sounds like you have a tone of voice (an important starting point), and you’re using it pretty consistently. Nice.
Okay, it looks like you’re off to a decent start: you’ve got a tone of voice in some shape or form. To really get the most of it though, you’d use it everywhere: from contracts to complaint responses and ads to internal comms.
At the moment, it sounds like you don’t really have a tone of voice, or you’re not actually using it – or both. All’s not lost, though. First things first, you need to define how you’d like to sound, then you can figure out how to best roll it out across everything you write – here are a few pointers.
Creating an internal programme
Wow, you’re on it. It sounds like you’ve put a lot of effort into helping people get your tone of voice – good job.
Not bad. You’ve put some effort into making your tone of voice stick. But is that effort consistent and regular enough, do you think? (Yup, doing it well is basically a full-time job.)
Everyone in your organisation writes – emails, presentations, reports. From what you’ve told us, it sounds like you could be doing more to help them with this. If you’re not doing it already, training is a good place to start.
Getting others involved
You’re treating your tone of voice like a real team sport – that’s great. You seem tuned in to how important it is to get your senior folks singing your tone’s praises, and your overseas teams using it on their terms (while staying true to the brand).
You’re not totally flying solo with this, but it sounds like you could involve people more: the more input they have in your tone of voice, the more they’ll use it. It’s called the Ikea Effect.
We’re social animals. We need to see other people doing something if we’re going to do it ourselves – it’s called social proof. So get as many people on board with your tone of voice as possible: that calls for getting your senior folks to praise it, and your overseas teams to adapt it.
Look at you go – the proof is in the pudding, right?
You’re getting there. But the more you measure, the clearer the case for your tone of voice will be. (If you are short on stats to slip into a presentation, here are some we made earlier.)
If you’re not measuring your words, how do you know they’re working? You can even get useful results like these from Google surveys. (Although the more bases you cover, the better: try a mix of surveys, A/B tests and customer feedback scores for a really meaningful measurement.)
So what’s next?Talk tone with us
orRead the research
We really hope you found that helpful. And of course, you can give us a call if you need help right this moment.
Let’s begin at the beginning, then
If you’re not 100% on tone of voice, it’s probably best to start with what it is, and why it matters – here’s a good example from our work with Network Rail.Sold? Then get in touch