A tone of voice document forms the heart of your copy and the way you present yourself online authentically.
Tone of voice is the way you say something. Think, the way a character talks, particularly how the talk about the things they really care about and want to share with their audience.
The language you use matters. You wouldn't expect a kids brand to say, "It's time to leisurely relax around the pool with carefully selected, age-appropriate blow up pool toys. Feast your eyes on our joyous selection, perfect for the jet-setting season." You might, however, expect them to say, "Buy age-appropriate kids toys from our experts for your little-ones at any of our stores! Get ready for the summer holidays with our colourful pool collection."
Questionnaire followed by a workshop to make sure I've really hit the nail on the head with your TOV, delving deep into your customer needs, your values, culture and voice.
Short internal PDF document including:
Current social TOV audit
Who you are and aren't as a brand
How you speak and how you don't speak online
Social post examples
Web copy examples
Voice style guide
I can also work with you in-house designer to agree on visual branding elements if helpful to include