{"id":113869,"date":"2017-01-26T20:54:00","date_gmt":"2017-01-27T01:54:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/tone-voice-3-brands-use-language-speak-consumers\/"},"modified":"2024-12-21T05:55:28","modified_gmt":"2024-12-21T10:55:28","slug":"tone-voice-3-brands-use-language-speak-consumers","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/tone-voice-3-brands-use-language-speak-consumers\/","title":{"rendered":"Tone of voice: How 3 brands use language to speak to their consumers"},"content":{"rendered":"

Tone of voice is absolutely essential to every business in helping it to develop an emotional connection with customers. Some of the most successful brands are so because they have a distinctive, consistent, effective tone of voice that makes them instantly recognisable and constantly links you back to their specific product\/service; their unique tone of voice is so successfully intertwined with their brand, that they become indistinguishable.<\/p>\n

The key point to be made, is that it is not what<\/em> you say, but how<\/em> you say it. This is important in every piece of content that a company produces; be it blog posts, site content, ads or emails, there should always be a consistent style of writing that can clearly be recognised as mirroring the brand\u2019s values.<\/p>\n

Let\u2019s look at some current brands and their unique tone of voice:<\/p>\n

Paddy Power<\/strong><\/p>\n

\"PP1\"<\/p>\n

Tone of voice: <\/strong>Witty, Humourous, Outrageous, Embodies Pub Chat.<\/p>\n

If Paddy Power were a person: <\/strong>Al Murray the pub landlord.<\/p>\n

Examples: <\/strong><\/p>\n

\"PP2\"<\/p>\n

[iframe src=”https:\/\/www.youtube.com\/embed\/DEmA_QF30GI?rel=0″ width=”560″ height=”315″]<\/p>\n

<\/div>\n
<\/div>\n
\n

Is it effective?<\/strong><\/p>\n

Paddy Power have pretty much captured their target audience with their faultless tone of voice. Gav Thompson<\/a>, Paddy Power CMO, describes their approach. as \u201cSomething that our punters would say down the pub to make their friends laugh\u201d. The sport betting customer is generally a bit laddish, enjoys banter, loves sport and probably likes to head down the pub for a beer or two, so the tone of voice is pretty much spot on. Paddy Power doesn\u2019t care if people get offended, as those who take offense probably won\u2019t be the sort to bet with them anyway. Therefore, they try to be as loud, brash and attention grabbing as possible.<\/p>\n<\/div>\n

 <\/p>\n

innocent<\/strong><\/p>\n

\"inocent1\"<\/p>\n

Tone of voice:<\/strong> Happy, Conversational, Playful, Naive.<\/p>\n

If innocent were a person: <\/strong>Miranda Hart.<\/p>\n

Examples:<\/strong><\/p>\n

\"innocent3\"<\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n