7 Simple Tips for Mastering Your Personal Brand Tone of Voice
Differentiate your personal brand personality in a noisy marketplace through your unique voice.
When it comes to your personal brand, your tone speaks louder than words. Amid all the noise, embrace the tone that’s unique to your personal brand personality.
The more commonly known ‘communication pie’ was first established in the 1970s. It was developed by Professor Albert Mehrabian from the University of California. The Mehrabian model deduced impressions are overwhelmingly formed by non-verbal communication and tone - more so than spoken words.
Mehrabian’s work established the 7-38-55 rule, which breaks down the following:
Non-verbal communication: 55%
Tone: 38%
Words: 7%
It reminds us that actions speak louder than words.
A brand’s tone of voice is the way in which it communicates with its audience. It’s conveyed through the choice of words, style, mood and emotions. Together, they help express the underlying values and beliefs of a brand.
Here are a few tips for developing your brand tone of voice:
Tip #1. Define your personality traits
My earlier blog asked you to define the personality traits of your personal brand.
I suggest defining up to five key personality traits. And ensure these reflect your personal brand core values. Others may share your experience and expertise. But, your unique personality can help differentiate you and attract your people.
Tip #2. Write down your key personal brand traits
Words do still matter. Especially when it comes to your own processing. And research has shown that we learn better when we physically put pen to paper. Writing down these dimensions will help bring their importance into your awareness. Encoding the important information and building neural connections.
Tip #3. Articulate what’s on and off-brand for your tone of voice
Corporate brands pay meticulous attention to defining their personal brand tone of voice. And your personal brand should too.
For example, Coke’s tone of voice is friendly and happy. While Tiffany and Co’s is elegant and classic. Well-executed brand guidelines will tell you both what your tone does and doesn’t sound like. All the way down to what types of words should and shouldn’t be used. Even just the slightest of shifts in word choices can help establish your tone. Consider applying the same diligence to your personal brand.
As your tone of voice is an expression of your values, I suggest taking cues from corporate values processes. And dot-point a few above-the-line and below-the-line behaviours for each dimension. This provides the nuance behind the words.
For example, take a ‘calm’ tone of voice dimension. It may include:
An even-temperament
Solutions-orientated
Grace
While it isn’t:
Irritable
Frustrated
Negative
Do this across all five dimensions and you’ll end up with a guide for the best version of your brand. While easily identifying the possible pitfalls that might make an appearance.
Tip #4. Reflect on your desired personality traits daily
Commit your five tone-of-voice traits to memory. And then reflect on these daily.
Like your personal brand compass, it will help guide your communication behaviour. Even down to your personal brand style and clothing choices (more on that in coming weeks).
Tip #5. Check your tone using Grammarly
If you’re not already using Grammarly, I recommend signing up on your work computer.
It will do more than just pick up your typos.
Even with the free account, you’ll get a valuable weekly insights report straight to your inbox. This includes a detailed breakdown of your tone of voice. Measuring, ranking and recording trends in the tones detected in your writing. This also includes any new tones it picks up. It will help track if you’re aligning with your personal brand’s best intentions.
Tip #6. Create space for personal brand pulse checks
Find ways to build mindfulness into how your personal brand is showing up for your people.
I recommend both daily and occasion-specific reflection.
Daily reflection
Find space in your routine to reflect on your tone from the day past and the day ahead. Did your desired tone of voice shine through or slip up? Are you headed in the right direction or do you need to rethink the email you’re planning to send?
Occasion-specific reflection
Reflect on one-off events. This might be meetings, networking engagements or even the humble coffee. Perhaps while walking or commuting away, create a habit of reflecting on the event as close to it occurring as possible.
Tip #7. Don’t be tone-deaf
Once you’ve defined your tone of voice dimensions, remember that context matters. It’s unlikely that all tones are appropriate for all contexts. So adjust accordingly. A doctor with a wonderful sense of humour will likely pause this trait when delivering bad news.
The environment also plays a role in deciding on the appropriate tone of voice. For example, if you’re asked to speak at an event, ask questions about the event tone. A lengthy slide-supported presentation is likely misaligned for a casual, stand-up cocktail event.
Your personal brand, like all brands, is more than the images, social media posts, and words you curate. It’s the style in which you communicate with your people. In all, you develop a sense of personal style you're proud of.
So, what does your personal brand sound like?
PS. This personal brand personality series continues next week.
