Schwa Launches Company 'Tone of Voice' Measure

In London, language and behavioural science agency Schwa has launched an online process called The Tone Test, to help measure a company's 'tone of voice'.

Schwa employs behavioural science to understand and shape how companies communicate and the tone of voice used. Based on the results of research among around 200 global brand, communication and marketing directors, The Tone Test analyses how a company is performing across four categories, and then recommends the steps it can take to improve. These categories include: 'the basics' which outlines whether a company has a tone of voice, rather than just an idea of one; 'getting initial involvement' to obtain input from stakeholders; 'an internal programme' comprising training and events to share examples of tone of voice best practice; and 'measurement' to understand whether the definition results in fewer complaints or more happy customers.

At the end of a programme, The Tone Test provides a diagnosis as a percentage - over 50% is good, with scores over 70% considered excellent. For those who fall below 50%, the test offers practical advice and resources for improvement.

Meg Roberts (pictured), Creative Director at Schwa, comments: 'People often ask us how their company's tone of voice is doing. We always tell them that it needs to be an ongoing programme, little and often rather than a big day of training every couple of years. By doing The Tone Test before training and then six or so months afterwards, we hope that it can give useful data on the effect their efforts have had, and what they should be focusing on next'.

Web site: www.schwa.consulting .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.