Winter is here, bringing with it the comfort of a warm bowl of soupy Maggie! Ever wondered why just hearing “Maggie” takes you back to hostel days, while “Top Ramen” feels more like a quick evening snack? It’s interesting to think about how brands can evoke different memories and associations. In fact, there seem to be two distinct types of people in the world: the “Samsung, Swiggy, PhonePe, Ola” crowd, and the “Apple, Zomato, GPay, Uber” group. They might all offer similar services, but each brand feels completely different.

As a creative agency in Kolkata, our job is to give each brand its own voice. This voice is shaped by how the brand owner envisions their product or service and what it truly requires.

For instance, picture having a 404 error page on your website. A formal tone might read, “We apologize, but this page is not available.” But it could also be phrased in a more engaging way: “Oops! Looks like you’ve hit a dead end. Let’s get you back on track!” Can you sense the shift in tone? That’s the power of a brand’s voice, speaking directly to its audience.

Brand Voice vs. Brand Tone:

Why Tone of Voice is Crucial for Brands?

Tone plays a crucial role in shaping the perception of your brand. It’s not just about what you say, but how you make your audience feel. A well-crafted tone helps build relationships with your customers, enhances brand recognition, and establishes trust. Here’s why tone matters:

A. Building Brand Recognition

A consistent tone makes your brand recognizable, helping it stand out from competitors. Think of Burger King, a global fast-food brand that uses a humorous and friendly tone in all its communications. Whether it’s a new campaign or a social media interaction, that red yellow wrapper makes the tone instantly recognizable.

B. Establishing Trust and Credibility

A tone that reflects professionalism and care helps build trust with your audience. Take HDFC Bank, for example. The tone in their communications is professional, serious, and focused on reliability, which is essential when dealing with financial matters.

C. Differentiating from Competitors

Your tone helps distinguish your brand from others. Bira 91, an Indian craft beer brand, uses a rebellious, whether as Kingfisher sets a tone of friendship and making memories. This tone sets brands apart from the competitors.

D. Improving Customer Experience

The tone you use in customer interactions greatly influences the overall experience. Flipkart, uses a friendly and helpful tone in customer service, ensuring that customers feel heard and valued during their shopping experience.

E. Reinforcing Brand Values

Your tone should reflect the values your brand stands for. For instance, Patagonia uses a tone that is both informative and advocacy-driven, focusing on sustainability and the environment. This tone strengthens their commitment to eco-consciousness and attracts like-minded consumers.

How Gr8 Brews As a Creative Agency Crafts a Brand’s Tone of Voice For Different Brands

At Gr8 Brews, we specialize in creating a brand tone of voice that not only speaks to your audience but also makes them listen and engage. Here’s how we approach it:

Getting to the Heart of the Brand’s Personality

We start by diving deep into the core of the brand—what are its values, what personality traits does it want to showcase, and how does it wish to be perceived? This understanding is vital to setting the foundation. For instance, for I Love Haldiram, we tapped into a fun, vibrant, and distinctly desi tone. The bright, popping colors and funky visuals perfectly complement its youthful and bold brand personality.

Knowing the Audience Inside and Out

Understanding the audience is key. We research their preferences, lifestyle, and tone of communication. For example, HeartTarang, an ECG brand, deals with sensitive health information, so we adopt a more subtle, formal, and empathetic tone to ensure trust and professionalism. We aim to make people feel comfortable and confident in the brand’s services.

Adapting the Tone to Different Platforms

Not every platform requires the same tone. We make sure the tone adapts according to the medium. For Aurita, a cycle brand, we switch things up across different social media platforms. On Instagram, we might take a lively and energetic approach to engage with younger audiences, while on LinkedIn, we would maintain a professional and informative tone to attract serious business professionals.

Aligning Tone with Brand Values

It’s vital that the tone reflects the brand’s core values. With Texcyle, a sustainable socks brand, we crafted an empathetic tone, focusing on the brand’s eco-friendly mission. We used cool tones in visuals and language that made customers feel connected to the sustainable cause, making every message feel like a step towards positive change.

Creating Guidelines for Consistency

We don’t leave anything to chance. Clear tone of voice guidelines are crafted to ensure everyone involved in content creation is on the same page. Whether it’s for blog posts, social media captions, or customer service messages, these guidelines keep the tone consistent, while still allowing for flexibility when needed.

Examples of Popular Brands Showcasing Diverse Tonality

1. Amul: Witty and Relatable

Amul’s brand voice is clever, humorous, and deeply rooted in Indian culture. Its tone adapts to current events, celebrating achievements or commenting on controversies with a light-hearted touch. For example, its topical ads often blend puns with visuals to reflect national sentiments, making them memorable and engaging.

• Voice: Witty and patriotic.
• Tone: Satirical for social issues, celebratory for national victories.

2. Burger King: Bold and Provocative

Burger King is unapologetically bold, often challenging competitors like McDonald’s. Its brand voice is cheeky and daring, while the tone varies from playful on social media to informative in campaigns.

• Voice: Fun and rebellious.
• Tone: Provocative in digital ads (e.g., “Moldy Whopper”), conversational in tweets, and direct in mobile app prompts.

3. Zara: Minimalistic and Elegant

Zara’s voice exudes sophistication and modernity, reflecting its high-fashion positioning. Its tone adapts to inspire aspirations in campaigns but remains straightforward in customer service.

• Voice: Minimalistic and aspirational.
• Tone: Glamorous in editorial shoots, efficient in transactional emails.

4. Puma: Energetic and Motivational

Puma’s brand voice reflects energy, motivation, and inclusivity, speaking directly to athletes and sports enthusiasts. The tone shifts to playful during social media contests and serious during advocacy campaigns.

• Voice: Dynamic and empowering.
• Tone: Inspirational in athlete endorsements, casual in Instagram stories.

5. Tesla: Futuristic and Visionary

Tesla’s brand voice aligns with its mission to accelerate the transition to sustainable energy. Its tone adapts from aspirational in product launches to witty and engaging in casual online interactions, especially on Twitter.

• Voice: Futuristic and visionary.
• Tone: Humorous on social media, aspirational in unveiling new technologies and products.

6. P.C. Chandra Jewellery: Traditional and Elegant

P.C. Chandra Jewellery emphasizes timeless elegance and emotional connections through its brand voice. Its tone adapts to evoke feelings of celebration during festive campaigns and intimacy in wedding-themed promotions.

• Voice: Traditional and elegant.
• Tone: Emotional for bridal campaigns, festive for seasonal collections.

So, what do you want to bring to the table? A glass of sparkling water or a glass of sparkling wine? How do you want to communicate – like a pookie from Zomato notifications or bring the Parampara, Pratistha, Anushashan vibe from Mohabbatein? Whatever you want, get it delivered to your brand by the best creative agency in Kolkata! Because Gr8 Brews can deliver anything your brand demands, from formal to quirky. Contact us before the brew gets cold!