As a copywriter who lives for a solid tone of voice guide, I can tell you, it’s not just a nice-to-have, it’s an absolute must-have. If you’ve read a piece of brand content and thought, “Wow, that sounds just like them,” that’s tone of voice at work.
Nothing brings me more joy at work than working with a brand with a well-defined tone of voice. It’s like stepping into character, fully inhabiting the brand’s persona, and delivering something that feels just right. It makes the writing better, the client happier, and the brand stronger. But why else does it matter so much?
What Is Brand Tone of Voice?
Your brand’s tone of voice is how you communicate, not just what you say but how you say it. It’s the distinct personality that comes through in your content, whether it’s playful, authoritative, warm, or rebellious.
Think of brands like M&M’s, with their cheeky and irreverent tone, or Apple, which is sleek, confident and minimalist in its messaging. That consistency isn’t accidental; it’s carefully crafted and suitably tweaked over time.
Why Tone of Voice Matters (From a Copywriter’s Perspective)
1. It Gives Your Brand a Personality
A strong tone of voice makes your brand feel like a real person rather than just a company selling things. Imagine your brand as a character—are you more Steve Irwin (enthusiastic, knowledgeable, genuine) or Kath & Kim (quirky, relatable, cheeky)? Having a clear personality helps you connect authentically with your audience.
2. It Creates Consistency Across All Content
From website copy to social media posts and paid media ads, having a consistent tone makes your brand instantly recognisable. When customers read your content, they should know it’s you, without needing to see your logo.
3. It Builds Trust and Loyalty
People are drawn to brands they feel connected to. If your tone of voice is consistent and aligns with your brand values, your audience will feel like they know you. In marketing, familiarity breeds trust, which leads to loyalty (and, ultimately, sales).
4. It Helps You Stand Out in a Noisy Market
The internet is a crowded place. Your competitors are saying similar things—but how you say them makes all the difference. A distinct tone of voice helps you cut through the noise and makes your messaging memorable.
5. It Makes Copywriters’ Jobs a Dream
Speaking from experience, writing for a brand with a clear tone of voice is an absolute joy. When a brand knows exactly how it should sound, the writing flows naturally, the brand feels more authentic, and the result is far more effective.
6. It Helps Your Agency Deliver Their Best Work, Quickly Too
More than making copy easier, a defined tone of voice speeds everything up across the board. From ideation to production, approvals to analysis, having clear guidelines means fewer rounds of revisions, faster turnaround times, and better collaboration. It’s one of the simplest ways a brand can help their agency help them.
Finding Your Brand’s Tone of Voice
Step 1: Define Your Brand Personality
Ask yourself:
- What are our brand values?
- How do we want customers to feel when they interact with us?
- If our brand were a person, how would they talk?
Step 2: Know Your Audience
Your tone of voice should resonate with your target audience. Are they professionals looking for expert insights? Gen Z consumers who appreciate honesty and memes, memes, and more memes? Perhaps they’re parents looking for practical, no-nonsense advice?
Step 3: Create a Tone of Voice Guide
A tone of voice guide helps along consistent and effective communication, so include these key elements:
- Descriptive Adjectives: Define your brand’s personality using relevant adjectives (e.g., authoritative, approachable, warm).
- Do’s and Don’ts: Establish clear guidelines for language and style (e.g., “Use ‘awesome’, not ‘cool,’ or perhaps, ‘use tasteful wordplay, not forced puns’”).
- Tone Examples: Provide concrete examples of effective and ineffective tone usage.
- Competitor Positioning: Outline guidelines for implying differences and strengths without direct competitor mentions.
- Grammar and Consistency: Define your brand’s grammar and style rules. Commit to consistency, whether embracing playful quirks or maintaining formal accuracy.
- Simplicity: Prioritise clarity and ease of application. You’ll use it a lot, so avoid an overly complex tone of voice guide.
- Adaptability: Recognise that tone of voice may evolve over time. Encourage periodic reviews to maintain relevance.
Step 4: Apply It Everywhere
Once you’ve nailed your tone, move forward with it consistently across all content—blogs, social media, emails, and even customer service interactions.
It’s All About Connection
A well-defined tone of voice is a powerful tool for establishing your brand identity, connecting with your audience, and making your content stand out. For us copywriters, it’s the difference between a guessing game and delivering work that just feels right.
So, if your brand doesn’t have a tone of voice yet, now’s the time to define it. Your audience, and your copywriters, will thank you. If you’re ready to define (or refine) your tone of voice, we’re here to help. Let’s talk.