Capturing an audience is about more than just killer designs or persuasive copy. Tone of voice often plays the unsung hero role in making your brand stand out (or fall flat). It’s not just what you say but how you say it that leaves a lasting impression.
Somehow, though, so many brands get it wrong when it comes to tone. Their newsletters sound stuffy, their social media posts are unintentionally sarcastic, and their website copy screams "we're too cool for you".
Hi, my name is Nick Spalding, Director of The Growth Agency, and after 25 years in the marketing game, one thing has always stood out to me: tone of voice is a critical component of your brand values.
Simply put, if you don’t nail your tone of voice, you’re leaving trust on the table. Worse, you risk alienating your audience or devaluing your brand altogether.
This article will explore why tone of voice is so important, common mistakes businesses make, and how to find and implement the perfect tone for your brand. And if you’re still not sure where to start? Spoiler alert—we can help.
What Is Tone of Voice?
Before we get too far, let's define ‘tone of voice’.
It’s how your brand communicates — not the words themselves, but how those words feel. This includes everything from the warmth (or lack thereof) in a customer support email to the witty banter in your Instagram captions.
It’s not just communication; it’s personality.
Every interaction your audience has with your brand contributes to their perception of "who" your business is.
Are you fun and quirky? Reliable and knowledgeable?
Your tone of voice says as much about you as your logo or tagline does (sometimes even more).
Examples of Tone in Action
Your business isn’t the only fish in the sea. But guess what? That’s okay.
What sets you apart, aside from what you do, is how you sound.
Why choose Brand A over Brand B?
Often, it’s because Brand A feels relatable or authoritative, thanks to a tone of voice that hits the mark.
Customers buy from brands they trust.
And tone consistency plays a huge role in creating that trust.
Imagine buying a polite, packaged product that says “we’re here to help,” only to call customer service and hear staff barking answers in a monotone voice.
You’d immediately think, “Wait, this isn’t what I signed up for!”
Tone of voice builds trust, consistency, and customer loyalty
Imagine, someone visits your sleek website with friendly copy but later receives a cold, robotic invoice email from your accounts team. A disconnect like this erodes trust.
Your tone of voice should be consistent across all touchpoints — from social media to contracts.
If your audience is SMEs looking to streamline their processes, a highly casual tone with heaps of slang might feel jarring and incomplete.
On the flip side, an overly formal tone could alienate potential customers looking for a more personable brand experience.
Adjusting your tone to resonate with your audience is non-negotiable.
Your tone says a lot about how you view your product, your customers, and even yourself as a company.
If your tone comes across as lazy or indifferent, it sends an unintended message: “We don’t really care, so why should you?” Ouch.
Here are a few examples
Take Mailchimp, for example. The email-marketing software market is saturated with competitors, but Mailchimp’s warm, quirky tone makes their brand feel approachable and user-friendly—even for non-techies.
Have you ever browsed Innocent Drinks’ website or social media?
Their tone of voice is cheeky, friendly, and down-to-earth, which perfectly complements their ethos of "natural" and "authentic”.
Conversely, luxury brands like Rolex take a refined, formal tone that aligns with their high-end image. Porsche too. Why?
Because the way you say things matters—especially when it comes to building relationships with your audience.
Where do we get started?
1. Understand Your Brand Values
When developing your brand’s tone of voice, it’s important to first define your brand values. These are the core principles and beliefs that guide your company and its actions.
Think about what makes your brand unique and what you want to be known for. Are you a fun and playful brand like Innocent Drinks or a sophisticated and luxurious brand like Rolex or Porsche?
Understanding these values will help shape the tone of voice that is most authentic to your brand.
2. Align with your Target Audience
Your tone of voice should also align with your target audience. Consider their demographics, interests, and preferences when determining how to communicate with them.
For example, if you’re targeting millennials, using slang or pop culture references may resonate more than formal language.
Additionally, think about the emotions you want to evoke in your audience.
A brand that aims to inspire and motivate should have a more uplifting tone, while a brand that focuses on comfort and familiarity may use a more casual tone.
3. Maintain Consistency across Channels
It’s important to maintain consistency in your tone of voice across all platforms and channels. This includes social media, website content, email marketing, and any other forms of communication.
Consistency helps build trust with your audience and reinforces your brand identity.
Remember to also consider the context of each piece of content you create.
While maintaining overall consistency in tone is crucial, the specific language and approach may vary depending on the platform or purpose of the content.
4. Align your Purpose and Goal
Lastly, always keep in mind the purpose and goal of your content.
Whether it is to inform, entertain, edu-tain, or persuade, make sure your tone reflects that intention.
Authenticity is key in building trust with your audience, so be true to your brand's values and mission.
Stand Out with the Right Tone of Voice
In a competitive market, your tone of voice is what makes you stand out. Let’s be honest—most businesses have a product, service, or story that’s not too different from their competitors.
So, what’s the secret of the ones that thrive? They show up consistently with a clear, distinctive voice that’s instantly recognisable.
The trick is staying true to your brand’s values, image, and tone—regardless of who’s running sales or marketing at that moment. Your brand isn’t about one person.
You don’t see Rolex or Porsche flipping their identity based on the latest hire, right?
Consistency builds trust, and trust is what keeps you ahead of the pack. It’s as simple (and as powerful) as that!
Communicates Brand Values
Being authentic and consistent with your tone ensures customers know what to expect, whether they’re reading your emails, chatting with your chatbot, or perusing your website.
Remember to regularly gather feedback from your audience too, through surveys or social media polls. Use this information to fine-tune your tone of voice and ensure you are meeting their expectations.
Tone of Voice Mistakes to Avoid
OK, now we know why tone matters. But what happens if you get it wrong? These are some common tone-related pitfalls:
1. Being Too Formal (Or Too Casual)
If Innocent Drinks suddenly took on Rolex’s tone, or vice versa, it would be… weird, right? This goes to show that tone of voice is as much a part of your branding as the product itself.
2. Ignoring Audience Expectations
It's easy to get caught up in creating content that aligns with our own expectations and preferences, but it's important to remember that ultimately, you are creating content for your audience.
This means considering their needs, interests, and expectations when crafting your tone of voice.
3. Being Lazy in your Approach
Here’s an example of what not to post on social media:
“We are closed for Christmas from 24th December until 2nd January.”
Not exactly brimming with holiday spirit, right?
Here’s how it could be improved:
“We’re working hard on your orders right up until Christmas!
Our team will be taking a well-deserved break from 5:00 PM on December 24th and will be back on January 2nd, 2025, ready to start the New Year with renewed energy.
Wishing all our customers a joyful Christmas and a fantastic New Year!
Thank you for your continued support—here’s to an amazing 2025!”
What a difference! A little warmth and gratitude can truly go a long way.
Take the time to research your target audience and understand what they respond well to. This can include their age, gender, location, interests, and more.
Tailoring your tone of voice to resonate with your audience will not only help build stronger connections but also improve the effectiveness of your content.
4. Relying too much on AI
AI has certainly made writing easier, especially when it comes to maintaining a consistent tone of voice. There are even platforms that let you upload sample text to establish your tone, then compare it to future writing to keep things consistent.
Pretty handy, right?
But here’s a tip—AI has a tendency to get repetitive and doesn’t always deliver the depth or quality you might need. So, use it wisely!
If you suspect it sounds a little robotic, your customers most definitely will.
In Summary
By continuously adapting to the needs of your audience, you can create engaging and impactful content that resonates with them on a deeper level. So keep writing and refining your tone of voice - it's crucial for successful content creation!
And remember, make sure to infuse your own unique voice and perspective into your content for maximum impact.
Your audience will appreciate the genuine and authentic approach.