Create a Great Brand Voice & Tone: A Marketer’s Guide
In today’s crowded digital space, a strong brand voice and tone are essential for standing out.
Your brand voice shapes how your audience perceives you, while your tone adapts to different situations and platforms. Getting them right builds trust, fosters engagement, and ultimately drives conversions.
Let’s explore how you can craft a compelling brand voice and tone that resonates with your audience.
Understanding Brand Voice vs. Brand Tone
Brand Voice
Your brand voice is your company’s personality in written and spoken communication. It remains consistent across all channels and defines how your brand expresses itself.
Brand Tone
Tone, on the other hand, is adaptable. It changes depending on context, audience, and medium. While your voice remains consistent, your tone can shift to match different situations.
For example:
- A playful brand may maintain a humorous voice but use a more empathetic tone in customer service interactions.
- A professional brand may use a confident voice but a casual tone on social media.
Steps to Create a Strong Brand Voice & Tone
1. Define Your Brand Personality
Consider your brand as a person. Is it friendly? Authoritative? Inspiring?
Choose three to five adjectives that describe your brand’s personality.
These traits should align with your values and target audience.
2. Understand Your Audience
A great brand voice speaks directly to its audience. Research your ideal customers’ demographics, preferences, and communication styles. Consider:
- What language do they use?
- What problems are they trying to solve?
- What brands do they already engage with?
3. Analyze Your Competitors
Study how competitors communicate. Identify gaps and opportunities to make your voice distinctive. Avoid sounding too similar, as differentiation is key to standing out.
4. Create a Brand Voice Chart
A brand voice chart helps maintain consistency across teams. Create a simple table outlining:
Voice TraitDefinitionDo’sDon’tsFriendlyWarm and approachableUse conversational language, emojisAvoid jargon and stiff formalitiesProfessionalKnowledgeable and trustworthyProvide clear and well-researched informationAvoid being overly casual or vagueWittyPlayful and cleverUse puns and humor appropriatelyAvoid being offensive or insensitive
5. Adapt Tone for Different Contexts
While your voice stays the same, adjust your tone based on:
- Platform (Social media vs. Email vs. Blog)
- Content Type (Informational vs. Promotional vs. Support)
- Audience Mood (Excited, frustrated, curious)
For example:
- A product launch email may use an excited and energetic tone.
- A customer complaint response may use a calm and empathetic tone.
6. Train Your Team
Ensure that everyone — from marketing to customer service — understands your brand voice and tone.
Provide guidelines, examples, and regular training to maintain consistency.
7. Test and Refine
Monitor audience engagement and feedback. A/B test different tones and messaging styles to see what resonates best. Adjust your strategy based on insights.
A well-defined brand voice and tone enhance brand recognition, build trust, and create meaningful connections with your audience.
How to start a voice and tone program
These five fundamental principles will get you started:
- Make it simple and memorable
- Create a library of samples
- Publish your voice and tone guidelines
- Collaborate with your creators
- Retire ‘bad’ content
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