Language is a core element of an organisation’s culture. It’s important to recognise this and for your brand to adopt a suitable tone of voice.

If readers understand and identify with your tone, your communication has worked and the results will come for your brand.

Any communication going out on behalf of your company should express the personality and values of the writer and the organisation. It should be a recognisable style of language that engages and maintains the audience’s attention.

Readers today are overloaded with words. Adopting the right tone of voice ensures the appropriate response. A consistent tone of voice makes it easier for the reader to digest and therefore act on your writing.

Familiarity breeds trust.

As American author Maya Angelou once said: “People don’t always remember what you say, or even what you do, but they always remember how you made them feel.”

Darrell Croker is senior coach at Write For Impact.