Brands and digital products have a voice, just like humans do.
Our voice is usually the same but our tone changes according to:
The type of message we're hoping to send
The state of mind of our audience
The Tone of Voice design will enable your company or brand to speak with one cohesive voice, while detailing how to adjust your tone to different situations.
Tone of Voice Design
About the process
The Tone of Voice design process is comprised of the following stages:
Getting to know the brand \ product - by reading existing design and branding documents in order to understand the brand’s \ product’s mission, vision, core values and personality traits.
Getting to know the audience - by reviewing interactions with the customers in order to learn the lingo they use when discussing the brand \ product and build a dictionary, as well as understand their motivation and setbacks.
Group interview with the company’s key personal - in order to fully comprehend the brand \ product personality, answer any open questions I may have and receive any missing data required for the design.
Tone of Voice design document - write a comprehensive tone and voice design document (usually, in the form of a presentation), that fully details the brand \ product personality and the messages that will best influence its target audience\s.
All stages require cooperation and open communication with relevant personnel.
Frequently asked questions
This is exactly what I need! How do we start?
Excellent! Contact me and let's get this show on the road!
What does ToV mean?
How long does the ToV process take?
What languages can you do this in?
What will it take from me and my team?
A ToV design process is a byproduct of the organizational culture, and therefore requires the management’s full support and encouragement in order to succeed. Furthermore, it requires cooperation and open communication with all relevant personnel throughout its different stages (mainly marketing, sales, product management and customer success).
A contact person in the organization, who will be available throughout the entire process duration to answer my questions, provide requested materials and connect me to other relevant personnel.
Once we schedule the process timeline, I will provide a list of documents I need in order to begin work. Failure to produce those documents in time may result in delays in me handing-on the finished product.
We will also preschedule one or more meetings (either online or in your offices) during stages 2 and 3.
What's the deliverable at the end of the process?
How much does it cost?
When is the right time to get a ToV design?
There is no specific right time, though the sooner in the product life-cycle you do this, the less effort you will have to invest in implementing the design. A good time to invest in a ToV design can be:
When designing a new brand or product (software, feature, website and so on)
When rebranding an existing brand or product
Before launching a digital marketing campaign
When targeting a new audience or market
What happens once we get the finished ToV design?
Can you help us once the process is complete?
Is there a fast-track option?
What's microcopy (UX writing) and how is it connected to ToV?
Want to talk business (but more cohesively and effectively)?
Website by Sharona Reouveni, Tel Aviv 2021
Illustrations by Amir Percia