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Vishesh Sharma

In today’s world, businesses are increasingly focused on delivering better customer service than developing the quality of their products or services. With increased competition in the worldwide markets, reaching more consumers and creating a loyal consumer base is paramount for both, small and large brands, especially in the fintech sector. 

In this regard, identifying the voice and tonality of a brand is key to forming an umbrella communication strategy that works for the brand and its products or services. The brand voice is an underlying idea that may not change with the medium of communication. However, the tonality of this brand voice must adjust according to the platform chosen to reach more potential consumers. 

How marketers project the business goals and products to the consumers, is known as the tonality of the brand. This can often be edgy, comforting, flamboyant, sombre, globally charged, localised, colourful, black-and-white, minimalist, creative, et al. However, the brand voice often remains constant as it is one of the most important indicators of the brand’s identity. Evolving the brand’s tonality is usually key to reaching a wider audience on both mainstream and social media channels. 

Understanding how the media channels operate and what type of audience they primarily cater to is one of the first steps to developing a working tonality for the brand. For instance, LinkedIn is densely populated with businessmen and corporate clientele. It is an ideal platform for business-to-business communications. This type of communication is formal, professional and at times technical. There is little scope for informal engagement and humour-rich marketing. Similarly, Twitter is an informal micro-messaging platform where the textual content is minimal. The consumers in this space usually prefer witty and subtle messaging. 

However, there is less focus on direct branding and more on identifying clientele that meets the brand objectives. Personal accounts perform better than brands on Twitter regularly. Other social media platforms such as Facebook and Instagram target a wide audience that is engaged in pop culture, lifestyle and colourful dialogue. The tonality on such portals is usually informal and directed to improve brand presence and target the common netizens around the world today.  

Print media and other traditional media channels such as outdoor branding, and television advertisements are usually meant for the traditional consumers. The average age of consumers using such media channels regularly is relatively higher than the web-based portals. The tonality of the brand must evolve in a way that the content produced for such mainstream media channels resonates with this audience. 

Above all, a brand must understand the audience, type of engagement, working marketing strategies, and the highest performing purchases on each of these platforms before developing a brand’s tonality of voice. This directly affects how the marketing plans perform and the ROI generated by the brand as well. 

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