Tone of voice

What does it mean

Imagine you are talking to someone new. The words may be correct, but the way that person says them – the tone of voice, expressions, energy – determines whether you are interested or quickly say goodbye. This is exactly how Tone of Voice works in the world of brands.

More info

Tone of Voice is not just the words a brand uses, but its soul. It is the energy with which you present the brand. Is it friendly and informal like a friend inviting you for coffee? Or professional and serious like a mentor helping you solve a problem?

Tone of Voice answers the question: How does your brand speak?

Why is Tone of Voice important?

1. Your brand gets a personality

Customers don't want to communicate with a robot. They want to feel that the brand has a face, emotions, and is a partner for them.

2. You build trust and loyalty

If your tone evokes the right emotions, people will feel understood. And who wouldn't return to where they are understood?

3. You differentiate from the competition

Two brands can sell the same product, but the one that presents it authentically and memorably wins. Tone is the secret weapon that gets you into customers' hearts.

How to find the right Tone of Voice?

1. Know your audience

Want to appeal to teenagers? Write lightly, use humor and current trends. Communicating with business leaders? Go for a more formal approach, but don't lack confidence.

2. Define what you want to express

Are you a visionary brand like Tesla? The tone will be futuristic and confident. Or are you an empathetic brand like Dove? Opt for a gentle and encouraging tone.

3. Clarify the rules

Create a "tone manual." What words to use? What tone is unacceptable? This document will help you maintain consistency across all channels.

Examples of Tone of Voice

• MailChimp – Friendly and simple - MailChimp communicates clearly, uses a friendly tone and occasionally humor, appealing to entrepreneurs of all sizes.
• Tesla – Visionary and confident - Tesla appears futuristic and bold, with their tone emphasizing innovation and groundbreaking technology.
• Dove – Empathetic and encouraging - Dove uses a gentle tone that supports natural beauty and inclusion.

Tone of Voice vs. Brand Voice

• Brand Voice is who you are.
• Tone of Voice is how you say it.

For example: A brand with a bold voice may appear informal in regular communication but switch to an empathetic tone in crisis situations.

Words have power

Tone of Voice is the bridge between your brand and the customer. A correctly set tone can turn an ordinary message into an unforgettable moment. It is your secret recipe for how to engage, build relationships, and stand out from the crowd.

So, how does your brand speak?