Introducing voice and tone

Defining voice and tone

Voice is the way we sound when we communicate. Our voice is consistent whether we’re serious or joking, announcing an exciting update or addressing customer frustrations. Our voice is the result of the vocabulary we use and the way we structure our phrases — which means that it’s also the same whether we are addressing B2B partners, publishers or customers/subscribers.

Tone is how our voice adjusts for context. This is about reading the room. Whether our voice becomes louder, more direct or more or less serious is a reflection of tone. We still have access to the same vocabulary and have the same communication tendencies, but we make adjustments to empathize with our audiences.

The impact on branding

The importance of one voice. Everything about the PressReader brand needs to feel consistent and familiar in order to build trust with our various target audiences. Having a clear sense of our voice and tone is a critical foundation to our content production efforts, in order to ensure we are building recognition among our audiences, growing our reputation in the market and expanding our potential reach.

The impact of effective tone. Different channels, touchpoints and topics do require different nuances in how we communicate. Understanding and empathizing with our audiences’ needs in the moment allows us to earn appreciation, grow engagement and build long-term brand loyalty.