Sometimes the motivation behind a company’s work is more abstract.Rather than answering a particular social or material need, it appeals to something more spiritual.Meanwhile, financial service companies are sometimes accused of deliberately using jargon-heavy language as a way of implying a sense of superiority.By and large, a successful tone of voice should go without notice.Not who you might be tomorrow, but what you look and sound like today.Pinning down your values acts as a kind of background work – before you can think about you write.It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world.
Creating a specific tone of voice, then, plays a crucial part in this.
As American author Maya Angelou once said, "People don’t always remember what you say or even what you do, but they always remember how you made them feel.” It’s often the Carefully chosen words can be used to persuade or influence an audience.
For example, politicians tend to speak using short, simple sentences as a way of projecting the idea of honesty and self-evident universal truths.
Of course, culture and dialect are the most significant factors dictating our approach to words.
But within these, we each have our own idiosyncrasies, favourite expressions, inflections, pace and so forth.