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How to Roll Out Your Company’s
New Tone of Voice
By now, you should be
pretty far along on
your journey to
creating your
company’s tone
of voice.
> Download the Complete e...
You’ve already identified your
brand values and figured out
how to adapt your writing to
your new tone of voice.
> Downloa...
(Psst… just in case you haven’t done that yet, you
can check out these SlideShares to get caught up.)
> Download the Compl...
The last step is to make sure your
new tone is understood and used
throughout your organization.
> Download the Complete e...
So how do you do that?
> Download the Complete eBook Here
One of the
simplest things
you can do is
create a guide
for people to
refer to when
they write.
> Download the Complete eB...
> Download the Complete eBook Here
In it, you’ll want to include the following sections:
A positioning statement to explai...
In it, you’ll want to include the following sections:
Key phrases that express something crucial
about your brand or your ...
Keep in mind that your
guide doesn’t have to
be a 100-page monster.
10-15 pages should be plenty.
> Download the Complete eBook Here
Publishing
your tone guide
online makes it
easy to access
— and easy to
update too.
> Download the Complete eBook Here
It also shows
people outside
your company
that you take
communications
seriously.
> Download the Complete eBook Here
You can
even create a
microsite like
the folks at
MailChimp
have done.
But just remember that while
creating a guide is a great
idea, it will be useless if it
doesn’t get used.
With that in min...
> Download the Complete eBook Here
Make it
Memorable
For example, mnemonics and
acronyms can be simple,
snappy ways to hel...
Offer Some Training
The best way to teach people about your new
tone of voice is to train them. When you do
so, make sure ...
> Download the Complete eBook Here
Schedule Regular
Health Checks
To see how your tone of voice is
getting along, hold mee...
Kill Some Sacred Cows
Every business has key documents that
everyone sees, and that set the tone for the
whole organizatio...
Appoint Tone
Guardians
To make sure your tone of voice
is being actively managed,
consider appointing a
“tone guardian” wh...
Build Processes
Establish a robust process
for commissioning, editing,
approving, and publishing
your content. Otherwise,
...
Win Over the Doubters
Be diplomatic and tactful in
telling your colleagues that
they have a defined role
to play in bringi...
Find and Fix Your
Pain Points
One effective tactic for
building commitment
is to find your company’s
pain points, wherever...
Grab Some
Quick Wins
Identify the documents that
have the most measurable
effect, and change them.
This helps you achieve
...
Share Success Stories
If someone has written something
outstanding in your tone of voice, share it
throughout the company....
Ok, but what do you do if your
company is multinational?
> Download the Complete eBook Here
Well, you’ll need
to think through
the implications
of rolling out
your tone of
voice in different
countries.
> Download t...
So consider these 3 questions:
What is effective and acceptable in the cultures
where you work?
What are the issues that c...
> Download the Complete eBook Here
Last, but not least,
you’re probably
going to want to
find a way to
measure the
success...
How do you
do that?
It’s really difficult to get scientific feedback on
the impact that your tone of voice is having.
> Do...
Instead, you might have to look
for other measures, such as:
1) Changes in open rates, click
through rates, time on page,
...
Download our free eBook “Watch Your
Tone! Why Your Company’s Tone of Voice
Matters and How to Get it Right”
> Download the...
• A step-by-step guide on how
to assess and improve your
organization’s tone
• Hands on advice from tone
of voice experts
...
> Download the Complete eBook Here
Check out the
entire series
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How to roll out your company’s new tone of voice - Tone of Voice Series 4 of 4

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One of the most important parts of developing your company's tone of voice is making sure that it's widely understood and used throughout your organization. That's why you need to make sure that you're launching it out properly. "How to Roll Out Your Company's New Tone of Voice" has got you covered. This is the final installment of a four-part series of SlideShares that Acrolinx — a platform the helps the world's greatest brands create amazing content — has produced on tone of voice. It offers practical advice on how to roll out your tone of voice successfully by, for example, developing a tone of voice guide.

This great primer on rolling out your tone of voice has been adapted from Acrolinx's successful eBook, "Watch Your Tone! Why Your Company's Tone of Voice Matters and How to Get it Right."

Published in: Business
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How to roll out your company’s new tone of voice - Tone of Voice Series 4 of 4

  1. 1. How to Roll Out Your Company’s New Tone of Voice
  2. 2. By now, you should be pretty far along on your journey to creating your company’s tone of voice. > Download the Complete eBook Here
  3. 3. You’ve already identified your brand values and figured out how to adapt your writing to your new tone of voice. > Download the Complete eBook Here
  4. 4. (Psst… just in case you haven’t done that yet, you can check out these SlideShares to get caught up.) > Download the Complete eBook Here
  5. 5. The last step is to make sure your new tone is understood and used throughout your organization. > Download the Complete eBook Here
  6. 6. So how do you do that? > Download the Complete eBook Here
  7. 7. One of the simplest things you can do is create a guide for people to refer to when they write. > Download the Complete eBook Here
  8. 8. > Download the Complete eBook Here In it, you’ll want to include the following sections: A positioning statement to explain why you’re managing your tone of voice, and how this guide can help people with their writing. A summary of the brand values you’ve identified and how they translate into writing style. Positioning Statement Brand Values
  9. 9. In it, you’ll want to include the following sections: Key phrases that express something crucial about your brand or your values, like slogans or corporate taglines. Examples showing how your tone of voice works in different situations. Key Phrases Examples Hints and tips to help people remember your tone of voice guidelines.Hints & Tips
  10. 10. Keep in mind that your guide doesn’t have to be a 100-page monster. 10-15 pages should be plenty.
  11. 11. > Download the Complete eBook Here Publishing your tone guide online makes it easy to access — and easy to update too.
  12. 12. > Download the Complete eBook Here It also shows people outside your company that you take communications seriously.
  13. 13. > Download the Complete eBook Here You can even create a microsite like the folks at MailChimp have done.
  14. 14. But just remember that while creating a guide is a great idea, it will be useless if it doesn’t get used. With that in mind, here are some tips to help you roll out your tone of voice guide successfully. > Download the Complete eBook Here
  15. 15. > Download the Complete eBook Here Make it Memorable For example, mnemonics and acronyms can be simple, snappy ways to help people remember your tone guidelines. 1
  16. 16. Offer Some Training The best way to teach people about your new tone of voice is to train them. When you do so, make sure your training is as interactive and hands on as possible. > Download the Complete eBook Here 2
  17. 17. > Download the Complete eBook Here Schedule Regular Health Checks To see how your tone of voice is getting along, hold meetings to review your writing over the last year. Then course correct as needed. 3
  18. 18. Kill Some Sacred Cows Every business has key documents that everyone sees, and that set the tone for the whole organization. By finding and changing them, you can show everyone that your tone of voice has changed. > Download the Complete eBook Here 4
  19. 19. Appoint Tone Guardians To make sure your tone of voice is being actively managed, consider appointing a “tone guardian” whose job it is to monitor your tone of voice day to day. Remember, if it’s everybody’s job to monitor tone of voice, it ends up being nobody’s. > Download the Complete eBook Here 5
  20. 20. Build Processes Establish a robust process for commissioning, editing, approving, and publishing your content. Otherwise, it will be impossible to impose your tone of voice. > Download the Complete eBook Here 6
  21. 21. Win Over the Doubters Be diplomatic and tactful in telling your colleagues that they have a defined role to play in bringing your tone of voice to life. > Download the Complete eBook Here 7
  22. 22. Find and Fix Your Pain Points One effective tactic for building commitment is to find your company’s pain points, wherever they are, and focus your efforts there. > Download the Complete eBook Here 8
  23. 23. Grab Some Quick Wins Identify the documents that have the most measurable effect, and change them. This helps you achieve “quick wins” and make a strong case for the rest of your rollout. > Download the Complete eBook Here 9
  24. 24. Share Success Stories If someone has written something outstanding in your tone of voice, share it throughout the company. Doing so will show people that your new tone of voice is delivering real results. > Download the Complete eBook Here 10
  25. 25. Ok, but what do you do if your company is multinational? > Download the Complete eBook Here
  26. 26. Well, you’ll need to think through the implications of rolling out your tone of voice in different countries. > Download the Complete eBook Here
  27. 27. So consider these 3 questions: What is effective and acceptable in the cultures where you work? What are the issues that customers in your specific market segment care about? What are the practical and political implications of imposing a single tone of voice across your entire international setup? > Download the Complete eBook Here 1 2 3
  28. 28. > Download the Complete eBook Here Last, but not least, you’re probably going to want to find a way to measure the success of your tone of voice project.
  29. 29. How do you do that? It’s really difficult to get scientific feedback on the impact that your tone of voice is having. > Download the Complete eBook Here
  30. 30. Instead, you might have to look for other measures, such as: 1) Changes in open rates, click through rates, time on page, and other metrics 2) Qualitative feedback from customers and other external stakeholders > Download the Complete eBook Here
  31. 31. Download our free eBook “Watch Your Tone! Why Your Company’s Tone of Voice Matters and How to Get it Right” > Download the Complete eBook Here Want to learn more about how to get your company’s tone of voice right?
  32. 32. • A step-by-step guide on how to assess and improve your organization’s tone • Hands on advice from tone of voice experts • 15+ pages of worksheets and guidelines to make it happen What You Get > Download the Complete eBook Here
  33. 33. > Download the Complete eBook Here Check out the entire series

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