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Creating Memorable Online Shopping Experiences Through Brand Tone of Voice

Karen Urquhartclock 5 min

Nov 16, 2023

Imagine scrolling through Google in search of a new Pinot Grigio to try, and suddenly, you stumble upon a winery’s online store that just gets you. The colors, the vibe, the way they talk to you – it's like they read your mind. That, my friends, is the magic of branding.

Consistent and compelling branding establishes a memorable and relatable presence, creating an emotional connection with your target audience. In a world with thousands of online stores and an overwhelming array of choices, establishing a brand that resonates is more than just a trend—it's a strategic imperative. From your brand name and logo to the images, design, color scheme, and typography – each brand element plays a crucial role. However, in this blog, we’re going to dive deeper into the often overlooked, but incredibly impactful brand element: Tone of voice. 

The Impact of Tone of Voice

According to a study by Sprout Social, 33% of consumers emphasized the significance of a distinct personality in setting a brand apart from its competitors – and tone of voice plays a pivotal role in achieving this distinction. 

So, what exactly is tone of voice, and why does it matter? Your brand's tone of voice is the unique and consistent way in which you communicate with your audience. While what you say is important, tone of voice focuses on how you say it through the use of specific words and writing styles. Though this might seem like an afterthought, when used strategically, tone of voice can significantly influence your customers perceptions of friendliness, trustworthiness, and desirability towards your brand according to a study conducted by the Neilsen Norman Group

But beyond this, tone of voice allows you to resonate with your customers on a more personal level. Let’s say a potential customer lands on your website, and instead of encountering robotic, system generated text, they're greeted by a conversational, and on brand tone throughout the entire shopping experience that resonates with them. The result? A brand experience that feels less like a sterile transaction and more personalized, which, according to Epilson, makes shoppers 80% more likely to make a purchase. 

Establishing Your Brand Tone of Voice

Building a tone of voice for your brand can be challenging, especially when faced with the need to make a lasting impression on your audience. So, if you haven’t established your brands tone of voice yet, here are three key tips to help you shape this element of your brand effectively:

Know Your Audience

Before you start shaping your tone of voice, it's essential to understand your target audience. Consider their demographics, preferences, and the language they resonate with. Are they looking for a casual, friendly experience, or do they prefer a more formal and professional approach? Tailor your tone to align with the expectations and communication style of your potential customers. Conducting market research, surveys, and analyzing customer feedback can provide valuable insights into the preferences of your audience.

Consistency is Key

Consistency is the cornerstone of a strong brand identity. Ensure that your tone of voice remains consistent across all communication channels, including product descriptions, social media posts, emails, and website content. This consistency helps in building brand recognition and reinforces the personality of your online store. Whether your tone is humorous, informative, or sophisticated, maintaining a unified voice contributes to a cohesive and trustworthy brand image. Consider creating a style guide that outlines the key elements of your tone, including preferred language, values, and communication guidelines.

Inject Personality and Authenticity

In such a saturated niche, injecting personality into your tone of voice can set your online store apart. Consumers are drawn to authentic brands that feel human and relatable. Think about the personality traits you want your brand to embody – whether it's friendly, quirky, authoritative, or empathetic. Use this personality consistently in your messaging to create a genuine connection with your audience. Incorporate storytelling into your content to share the human side of your brand, allowing customers to connect emotionally and feel more engaged with your products or services.

Including Tone of Voice Throughout The Entire Online Shopping Experience

When launching your online store, the primary focus often revolves around ensuring its functionality, showcasing your wines, and narrating your brand story – which is understandable! However, it's important not to overlook the significance of finer details. Transaction emails, buttons, and the verbiage on your order confirmation page (to name a few) are just as pivotal in shaping the tone of voice within the online experience as more robust elements like product descriptions, wine club details, and the text on your homepage. 

If you take the time to zero in on the smaller details, not just the seemingly 'big' ones, you can form deeper connections between your brand and customers, providing them with a consistently memorable and on-brand experience. Every click, scroll, add to cart, and purchase becomes an opportunity to reinforce your brand identity throughout their shopping journey.

But the big question here is, how can you inject this kind of personalization into the smaller details on your website? Well, Commerce7's language feature allows you to customize the verbiage across your entire online store. You can tailor the language to better fit your brand, ensuring consistency and authenticity in every customer interaction. From the homepage to automated transaction emails, you can ensure every word reflects your brand's personality. 


As you fine-tune your tone of voice and customize the verbiage across your online store with Commerce7's language feature, remember that every word matters, every detail counts, and every interaction is a chance to build a connection. It's not just about what you sell; it's about the experience you create, one word at a time.

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