Tone and Voice: Finding the Heart of Your Brand
Tone and voice are two words that get thrown around a lot in branding and marketing spaces. The terms are used frequently, haphazardly, and sometimes even interchangeably—no wonder people struggle to understand exactly what tone and voice mean. Both are an essential part of creating a strong, memorable brand identity.
What is the difference between tone and voice?
Voice is all the habits or patterns in your writing that are unique to you and an innate part of how you write.
Tone is the emotional impact of your writing, meaning how your words are perceived by your audience and what those words makes them feel.
Your brand should maintain a consistent tone and voice to build trust and recognition.
To develop consistency, you have to assess what your tone and voice currently are, and what kind of tone and voice you want to create going forward. Your brand’s standards and expectations for voice and tone should be documented and shared amongst your team so any employee or contractor can create content that stays true to your brand’s identity.
Assess your brand’s tone and voice with these questions:
What are some adjectives that describe the tone and voice you want to make your norm?
Example: Peppy, cheeky, academic, braggadocious, proud, candid, or whimsical.
Does your company culture inform how your brand communicates?
Example: A workplace focused on representing themselves as formal and serious might want to imply professionalism in their tone as well—their communication might come across as restrained, elite, and sharp.
What are some common terms, phrases, or sayings with roots in oppression or exclusion that you want to commit to avoiding? What alternatives should your brand use instead?
How casual do you want to be with your audience?
As you think about your tone and voice, keep your audience in mind. Being true to who you are as a brand is an important and powerful part of drawing in clients with similar values. When your audience knows what to expect from your brand, they’re more likely to trust your company.
Need some hands-on help defining and applying your brand’s tone and voice? Get in touch with us to start the conversation!