Text messaging is one of the most straightforward ways to reach customers quickly and effectively. Their brevity forces you to summarise your message succinctly, but that doesn't mean they should be boring or impersonal. It is possible and even advisable to convey the brand tone of voice in text messages.
Why is tone of voice also important in text messages?
Why do some brands stand out more than others? Memorable content, a clear personality and compelling storytelling are the three main reasons.
Each brand has a unique personality, which is brought to life through the brand voice and tone of voice in marketing communications.
If you want a brand that stands out from the crowd, you need to have a clear brand voice and tone that doesn't get lost in the digital noise. A recognisable and consistent brand tone of voice helps build brand identity. A text message with a clear brand tone of voice stands out from the crowd and creates stronger customer relationships. A personalised message can impress customers and increase open rates and conversions.
Consistency makes the brand recognisable
A uniform and consistent tone of voice helps to create a recognisable tone of voice. A consistent tone of voice helps to, among other things:
1. Building trust and recognition: customers start to associate a certain style and tone with your brand, creating a sense of familiarity.
2. Make emotional connections: when communication reflects brand values, customers feel a connection with the company.
3. To clarify communication: a consistent tone of voice makes communication clearer.
Example of our client Romuta
Romuta is a good example of a company that uses tone of voice to differentiate itself. They use SMS campaigns to build regional awareness and increase contacts, among other things. Romuta's messages are instantly recognisable - the tone is in line with other communications.
”Romuta's brand tone of voice plays a key role in our text messages, as it captures the recipient's interest, makes them read longer, improves click-through rates and makes messages more memorable. A consistent tone of voice across all our channels also reinforces our customers' trust in the Romuta brand.,” says Romuta's Marketing Manager Erika Mutanen.
See below for an example from Romuta:
How to find and maintain your brand voice?
1. Identify your brand's core values and define what your company stands for and what values are at the heart of your communication.
2. Define your brand personality: is your brand playful, formal, warm or knowledgeable? A clear personality drives communication.
3. Know your customer and use language that creates a connection. Knowing your customer is an essential part of successful communication.
4. Document the tone of voice guidelines: create a guide describing the main features of the tone of voice and examples for different situations. Define the language and tone of voice used in different customer encounters.
5. Create ready-made message bases, which follow the brand's tone of voice. This helps to maintain consistency even when different team members are responsible for communication.
6. Personalise your messages: use the customer's name and previous information if possible. It makes the messages more human and effective.
7. Ensure internal consistency: all team members must use the same tone of voice across channels.
8. Test and monitor results: try different tones and see which ones give the best results.
Adding your brand voice to SMS messages is a great way to strengthen customer relationships and differentiate yourself from your competitors. Text messages don't have to be boring - they can be as vivid and impactful as any other communication channel.
Messages that sound like you - and stay with you.
Start clarifying your brand tone of voice in SMS messages today. Need help? Book a free sparring session!
