How can you create a tone of voice matrix for different scenarios, emotions, and outcomes?

1 What is a tone of voice matrix?

A tone of voice matrix is a visual framework that shows how your tone of voice changes depending on the context, the emotion, and the goal of your communication. It helps you align your tone of voice with your brand identity and your audience's expectations and needs. A tone of voice matrix typically has four quadrants, each representing a different combination of context and emotion. For example, you might have a quadrant for formal and positive, informal and positive, formal and negative, and informal and negative. Each quadrant then contains examples of words, phrases, and sentences that reflect your tone of voice for that scenario.

2 How to create a tone of voice matrix?

To create a tone of voice matrix, you need to first define your brand identity and values, as well as identify your target audience and their needs. Afterward, select your tone of voice dimensions, such as formality, positivity, humor, empathy, and authority. Based on these dimensions, create four quadrants that represent different scenarios and emotions. Finally, fill in each quadrant with examples of words, phrases, and sentences that illustrate your tone of voice for that scenario. Make sure to use consistent and distinctive elements like word choice, sentence structure, punctuation, and voice.

3 How to use a tone of voice matrix?

Once you have your tone of voice matrix, you can use it as a reference and guide for writing your copy. Consider matching the tone of voice to your purpose and audience before you start writing. Ask yourself what is the goal of your communication, who are you writing for, and what is the emotional state of your audience. Then, select the quadrant that best suits your situation and use the examples as inspiration. Don't be afraid to experiment and adjust your tone of voice as you write, but make sure to stay true to your brand identity and values. Furthermore, a tone of voice matrix is not a one-time project, but a living document that evolves with your brand and audience. Regularly test and measure the impact of your tone of voice on audience engagement, satisfaction, and conversion. Ask for feedback and use data to improve and refine your tone of voice matrix over time.

4 Why is a tone of voice matrix important?

A tone of voice matrix is essential for achieving several benefits. It can help you create a consistent and recognizable brand voice that reflects your brand identity and values across all communication channels. Additionally, it can help you connect and resonate with your audience by using the right tone of voice for their needs, expectations, and emotions. Furthermore, it can assist in differentiating yourself from competitors by using a unique and distinctive tone of voice that showcases your brand personality and value proposition. Finally, it can improve your copywriting skills by providing a clear and practical framework to follow and apply to your writing.

5 Examples of tone of voice matrix

For inspiration, here are some examples of tone of voice matrices from different brands and industries. Mailchimp, an email marketing platform, uses a friendly, playful, and quirky tone of voice. Humor and empathy are their dimensions, and they use wordplay, jokes, and emojis to convey their tone of voice in different scenarios. Slack, a collaboration tool, has a casual, conversational, and helpful tone of voice. Formality and positivity are their dimensions, and they use contractions, questions, and exclamations to convey their tone of voice in different scenarios. Finally, Airbnb's travel platform has a warm, inviting, and adventurous tone of voice. Formality and emotion are their dimensions, and they use sensory words, storytelling, and punctuation to express their tone of voice in different scenarios.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?