Tone always matters, just like taste when it comes to food.
It’s so important to consider how your company conveys who they are through the tone in your copy, messaging, videos, and so on.
Yeah, I know, it's a fluffy thing that is nearly impossible to measure.
But it’s such an important thing when it comes to getting people's attention, earning their trust, and becoming memorable.
Here are some of the ways I think about it.
The best case is to have an archetype created for the brand. That archetype would serve as a guide to the company’s voice and tone. If this isn’t doable right away, don’t worry. It’s not a requirement.
Instead, start by thinking through the words people might use to describe how the brand sounds by asking people that same question.
And then think through the pillars of what your brand stands for, AKA its values.
Lastly, how will your tone manifest throughout the company?