Tone and style in content writing are a bit different than they would be for a literary writer. In literature, the writer is expressing him or herself, whereas in content writing the writer needs to express the brand. In effect, content writers are ghostwriters, creating messages that are outside of oneself, giving the brand a personality and voice. It is the tone and style of content writing that concerns us here.<\/p>\n\n\n\n
Tone<\/strong><\/h3>\n\n\n\nAs a content writer chooses the words to use, the tone is the way those words communicate the brand\u2019s personality and how the brand feels about its message. By choosing a tone consistent with the brand, the message will be relevant to the audience and will influence how they feel about the message.<\/p>\n\n\n\n
Too often, the definition of tone in relation to a brand is described as \u201cbe authentic.\u201d But, if the tone is to define the brand, this advice is too vague and obvious. Authenticity for each brand will be different, leaving the content writer to still uncover what tone is right. Tone is the \u2018how\u2019 we communicate with our audience as opposed to the \u2018what.\u2019<\/p>\n\n\n\n
The Nielsen Norman Group<\/u><\/a>, a leader in user experience has distilled examples of tone down to four dimensions:<\/p>\n\n\n\n- Funny vs. Serious<\/li>
- Formal vs. Casual<\/li>
- Respectful vs. Irreverent<\/li>
- Enthusiastic vs. Matter-of-Fact<\/li><\/ul>\n\n\n\n
Each of these dimensions can be interpreted on a sliding scale and can also include more than one of these dimensions. For instance, a message can land somewhere between funny and serious. It can also be funny and enthusiastic.<\/p>\n\n\n
\n![\"spectrum](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/07\/Copy-of-ContentWriters-News-and-Updates.png\")
<\/figure>\n<\/div>\n\n\nTo use an exaggerated example: A comedy club can certainly get away with a funny and irreverent tone more successfully than a 100-year-old financial institution. A new completely online financial institution aiming its message to an audience of Gen Z or millennials can develop a more casual and enthusiastic tone. Even though that same 100-year-old financial institution speaks to its Boomer or Gen X audience in a different tone, it may be saying the same thing \u2014 trust your money to us.<\/p>\n\n\n\n
Here is an example of tone choices relating to the example above through the about page of both Citibank, one of the oldest banking institutions in the U.S., and the about page of Ally, an online-only bank:<\/p>\n\n\n\n
- Citi Bank<\/u><\/a>: While we’re a global bank, our mission is simple: We responsibly provide financial services that enable growth and economic progress.<\/em><\/li>
- Ally Bank<\/u><\/a>: Doing it right is the core of who we are. We\u2019re making banking smarter and simpler while serving our communities.<\/em><\/li><\/ul>\n\n\n\n
Citibank\u2019s tone is more formal and matter-of-fact, while Ally’s is more casual. Citi mentions responsibility and economic progress, and language more in line with an older generation. Ally mentions simplicity and community service which are more aligned with younger generations.<\/p>\n\n\n\n
Style<\/strong><\/h3>\n\n\n\nWriting Commons<\/u><\/a>, a go-to online resource for writers and researchers defines style as \u201chow a text is composed \u2014 its diction, grammar, use of mechanics, sentence structure, and tone. It\u2019s the literary element of how the writer chooses and uses words and puts it together to convey mood, meaning, and context.<\/p>\n\n\n\nJust as people make assertions and assumptions about visuals such as what a person is wearing, style guides your audience toward a desired interpretation or personality. A content writer who does not think about style carefully runs the risk of having the reader respond in a way the writer did not intend.<\/p>\n\n\n\n
Strunk & White, in their book, Elements of Style<\/u><\/em><\/a> writes, \u201ca careful and honest writer does not need to worry about style. As you become proficient in the use of language, your style will emerge, because you yourself will emerge\u2026\u201d While this book is in almost every writer\u2019s library, this statement has exceptions, especially when the writer is not expressing his or her own personality or point of view. They are representing the brand through their words.<\/p>\n\n\n\nIt is also useful for writers to understand that when writing content there will be the need to adopt different ways of expressing a point on social media or a white paper<\/u><\/a> than when writing a letter to a family member. Audience and publication type need consideration and can elicit different styles:<\/p>\n\n\n\n- Narrative writing<\/strong> is useful when developing a feature story or crafting a speech.
<\/li>- Descriptive writing<\/strong> is a good choice when communicating details as in product descriptions or creating a sense of place in destinations.
<\/li>- Persuasive style<\/strong> can be helpful when writing an op-ed or sales copy.
<\/li>- Expository<\/strong> is the style to adopt when explaining a process or informing an audience. How To’s and FAQs are good examples of when to use this style.
<\/li>- Creative writing<\/strong> is probably the style used least in content writing but is helpful when writing humorously.<\/li><\/ul>\n\n\n\n
Style is what will distinguish one brand from another through the writer\u2019s choice of words, grammar, voice, and sentence structure.<\/strong><\/p>\n\n\n\nUsing 404 pages, here are some examples of how different brands express their style:<\/p>\n\n\n\n
Spotify<\/strong>: <\/p>\n\n\n\n![\"Spotify](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/07\/404.jpeg\")
<\/figure>\n<\/div>\n\n\nGoogle<\/strong>: <\/p>\n\n\n\n![\"Google](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/07\/google-404.jpeg\")
<\/figure>\n<\/div>\n\n\nPixar<\/strong>:<\/p>\n\n\n\n![\"Pixar](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/07\/pixar-404-540x405.png\")
<\/figure>\n<\/div>\n\n\nStyle vs. Tone<\/strong><\/h2>\n\n\n\nStyle and tone might sound similar to many writers, but they are not. And, one cannot choose between style and tone when creating content that expertly connects with your target audience and guides them where you want them to go.<\/p>\n\n\n\n
The tone is an element of style.<\/strong> <\/p>\n\n\n\nIt\u2019s one of the choices a writer has when making different style choices. Tone can change according to the purpose of the writing and the audience. For instance, when writing an email you might take a different tone with someone you don\u2019t know well then you would with someone you\u2019ve known for years.<\/p>\n\n\n\n
Style should remain consistent across all messaging as this communicates your brand\u2019s personality.<\/p>\n\n\n\n
Creating a Content Writing Guide for Brands<\/strong><\/h2>\n\n\n\nBecause in most companies, content is being written by multiple people in multiple departments, a content or style guide is an effective way for brands to be able to maintain control and consistency. Consistent use of style and tone helps a brand connect with its audience(s) by:<\/strong><\/p>\n\n\n\n- Differentiating your brand from competitors.<\/li>
- Building relationships and trust through the communication of shared values.<\/li>
- Delivering relevant messages over time that reinforce consumer expectations and needs.<\/li><\/ul>\n\n\n\n
A guide will also help all those involved in developing content by:<\/strong><\/p>\n\n\n\n- Aligning messaging across all content.<\/li>
- Increasing productivity as team members have access to a valuable content creation resource that helps answer questions and decreases the number of revisions needed.<\/li>
- Strengthening the brand through cohesive content that engages the audience.<\/li><\/ul>\n\n\n\n
An example of a well-thought-out guide is one from California State University, Chico<\/u><\/a>. In it, they define who they are and what their style is in tremendous detail. They even have a cheat sheet<\/u><\/a> as a quick reference. Other brands who\u2019ve recognized the importance of a style guide include:<\/p>\n\n\n\n
- Funny vs. Serious<\/li>
- Formal vs. Casual<\/li>
- Respectful vs. Irreverent<\/li>
- Enthusiastic vs. Matter-of-Fact<\/li><\/ul>\n\n\n\n
Each of these dimensions can be interpreted on a sliding scale and can also include more than one of these dimensions. For instance, a message can land somewhere between funny and serious. It can also be funny and enthusiastic.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nTo use an exaggerated example: A comedy club can certainly get away with a funny and irreverent tone more successfully than a 100-year-old financial institution. A new completely online financial institution aiming its message to an audience of Gen Z or millennials can develop a more casual and enthusiastic tone. Even though that same 100-year-old financial institution speaks to its Boomer or Gen X audience in a different tone, it may be saying the same thing \u2014 trust your money to us.<\/p>\n\n\n\n
Here is an example of tone choices relating to the example above through the about page of both Citibank, one of the oldest banking institutions in the U.S., and the about page of Ally, an online-only bank:<\/p>\n\n\n\n
- Citi Bank<\/u><\/a>: While we’re a global bank, our mission is simple: We responsibly provide financial services that enable growth and economic progress.<\/em><\/li>
- Ally Bank<\/u><\/a>: Doing it right is the core of who we are. We\u2019re making banking smarter and simpler while serving our communities.<\/em><\/li><\/ul>\n\n\n\n
Citibank\u2019s tone is more formal and matter-of-fact, while Ally’s is more casual. Citi mentions responsibility and economic progress, and language more in line with an older generation. Ally mentions simplicity and community service which are more aligned with younger generations.<\/p>\n\n\n\n
Style<\/strong><\/h3>\n\n\n\n
Writing Commons<\/u><\/a>, a go-to online resource for writers and researchers defines style as \u201chow a text is composed \u2014 its diction, grammar, use of mechanics, sentence structure, and tone. It\u2019s the literary element of how the writer chooses and uses words and puts it together to convey mood, meaning, and context.<\/p>\n\n\n\n
Just as people make assertions and assumptions about visuals such as what a person is wearing, style guides your audience toward a desired interpretation or personality. A content writer who does not think about style carefully runs the risk of having the reader respond in a way the writer did not intend.<\/p>\n\n\n\n
Strunk & White, in their book, Elements of Style<\/u><\/em><\/a> writes, \u201ca careful and honest writer does not need to worry about style. As you become proficient in the use of language, your style will emerge, because you yourself will emerge\u2026\u201d While this book is in almost every writer\u2019s library, this statement has exceptions, especially when the writer is not expressing his or her own personality or point of view. They are representing the brand through their words.<\/p>\n\n\n\n
It is also useful for writers to understand that when writing content there will be the need to adopt different ways of expressing a point on social media or a white paper<\/u><\/a> than when writing a letter to a family member. Audience and publication type need consideration and can elicit different styles:<\/p>\n\n\n\n
- Narrative writing<\/strong> is useful when developing a feature story or crafting a speech.
<\/li>- Descriptive writing<\/strong> is a good choice when communicating details as in product descriptions or creating a sense of place in destinations.
<\/li>- Persuasive style<\/strong> can be helpful when writing an op-ed or sales copy.
<\/li>- Expository<\/strong> is the style to adopt when explaining a process or informing an audience. How To’s and FAQs are good examples of when to use this style.
<\/li>- Creative writing<\/strong> is probably the style used least in content writing but is helpful when writing humorously.<\/li><\/ul>\n\n\n\n
Style is what will distinguish one brand from another through the writer\u2019s choice of words, grammar, voice, and sentence structure.<\/strong><\/p>\n\n\n\n
Using 404 pages, here are some examples of how different brands express their style:<\/p>\n\n\n\n
Spotify<\/strong>: <\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nGoogle<\/strong>: <\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nPixar<\/strong>:<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\nStyle vs. Tone<\/strong><\/h2>\n\n\n\n
Style and tone might sound similar to many writers, but they are not. And, one cannot choose between style and tone when creating content that expertly connects with your target audience and guides them where you want them to go.<\/p>\n\n\n\n
The tone is an element of style.<\/strong> <\/p>\n\n\n\n
It\u2019s one of the choices a writer has when making different style choices. Tone can change according to the purpose of the writing and the audience. For instance, when writing an email you might take a different tone with someone you don\u2019t know well then you would with someone you\u2019ve known for years.<\/p>\n\n\n\n
Style should remain consistent across all messaging as this communicates your brand\u2019s personality.<\/p>\n\n\n\n
Creating a Content Writing Guide for Brands<\/strong><\/h2>\n\n\n\n
Because in most companies, content is being written by multiple people in multiple departments, a content or style guide is an effective way for brands to be able to maintain control and consistency. Consistent use of style and tone helps a brand connect with its audience(s) by:<\/strong><\/p>\n\n\n\n
- Differentiating your brand from competitors.<\/li>
- Building relationships and trust through the communication of shared values.<\/li>
- Delivering relevant messages over time that reinforce consumer expectations and needs.<\/li><\/ul>\n\n\n\n
A guide will also help all those involved in developing content by:<\/strong><\/p>\n\n\n\n
- Aligning messaging across all content.<\/li>
- Increasing productivity as team members have access to a valuable content creation resource that helps answer questions and decreases the number of revisions needed.<\/li>
- Strengthening the brand through cohesive content that engages the audience.<\/li><\/ul>\n\n\n\n
An example of a well-thought-out guide is one from California State University, Chico<\/u><\/a>. In it, they define who they are and what their style is in tremendous detail. They even have a cheat sheet<\/u><\/a> as a quick reference. Other brands who\u2019ve recognized the importance of a style guide include:<\/p>\n\n\n\n
- Descriptive writing<\/strong> is a good choice when communicating details as in product descriptions or creating a sense of place in destinations.
- Ally Bank<\/u><\/a>: Doing it right is the core of who we are. We\u2019re making banking smarter and simpler while serving our communities.<\/em><\/li><\/ul>\n\n\n\n
- Citi Bank<\/u><\/a>: While we’re a global bank, our mission is simple: We responsibly provide financial services that enable growth and economic progress.<\/em><\/li>
![\"Creating](\"https:\/\/contentwriters.com\/blog\/wp-content\/uploads\/2022\/07\/style-vs-tone.png\")
<\/figure>\n<\/div>\n\n\n