Clarify your brand’s personality, values, and target audience and you are 80% there for defining your brand’s tone of voice. All you have to do next is narrow down 3–5 descriptive words that capture how you want your brand to sound, and then figure out how each should adapt across different channels so your tone stays consistent and recognizable.
What is a brand tone of voice?
A brand tone of voice is how your brand sounds in words, whether it’s written or spoken. It’s your brand’s personality and how you express it. Your brand voice is what you say. Your brand tone is how you say it. Your brand voice is tied to the core values, philosophy, and personality of your brand. The tone of your brand voice can vary depending on context.
Why is it important to have tone consistency?
A consistent tone builds recognition and trust. Keeping your style and attitude consistent across emails, posts, and pages allows people to remember and recognize your brand. This familiarity builds credibility and makes your brand feel reliable, while the emotional connection it creates keeps customers coming back.
How to define and create a brand tone of voice?
Defining and creating a brand voice involves a few steps of which three of the most important are:
- Knowing your brand (brand identity)
- Knowing your primary audience
- Testing and refining your brand tone of voice
Below is a mini guide to help you define and create your brand tone of voice.
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Mini guide
Think of your brand as a living, breathing being that will change and grow along with your business.
1. Clarify brand foundations
- Write down your brand mission and values
- Define your unique selling proposition (USP)
- Note 3 things your brand always stands for
2. Identify your audience
- Who is your primary audience? (demographics + psychographics)
- What are their pain points and motivations?
- How do they prefer to be spoken to? (formal, casual, playful, etc.)
3. Audit current communication
- Collect 3–5 examples of your current content (emails, posts, site copy)
- Highlight what feels “on brand” vs. inconsistent
- Compare to competitor voices to see where you stand out
4. Define your brand voice in adjectives
- Choose 3–5 adjectives that best describe how your brand should sound (e.g., Friendly, Bold, Trustworthy, Witty, Professional)
- Write a “do” and “don’t” for each adjective
- Example: Friendly → Do: Use simple, warm language. Don’t: Use slang that confuses.
5. Create a voice chart
- Adjective > What it Means > Do’s > Don’ts > Example
- Fill it in with your 3–5 chosen adjectives
- Share it with your team so tone stays consistent across channels
6. Test & refine
- Ask your audience for feedback (surveys, social polls, direct replies)
- Monitor engagement metrics (open rates, comments, shares)
- Revisit your voice annually or after a big brand shift
What types of tones should I consider?
The tone types you consider depend on your brand’s personality, values, and your target audience.
Here are some common options and how they might sound:
- Friendly – “Hey there! Glad you’re here.”
- Warm & Welcoming – “We’re so happy to have you join our community.”
- Informal – “No biggie—let’s fix it together.”
- Conversational – “Let’s walk through this step by step.”
- Informative – “Here’s what you need to know to get started.”
- Professional – “Our team is committed to delivering quality results.”
- Authoritative – “Research shows this method works best.”
- Funny – “Like your coffee, our service is strong and dependable.”
- Persuasive – “Start today and see results in just a week.”
- Inspirational – “Your vision can change the world—let’s make it happen.”
- Optimistic – “The best is yet to come.
What are some brand tone of voice examples?
To help you understand further, it helps to see how a handful of top brands define and use their brand tone of voice. Below are some examples.
- Mailchimp – Plainspoken and genuine, making complex ideas simple and approachable.
- Oreo – Playful and fun, using humor to connect with audiences on social media.
- Volvo – Calm and reassuring, always emphasizing safety and trust.
- Nike – Motivational and bold, inspiring action through confident, energizing language.
- Innocent Drinks – Quirky and witty, with light humor woven into everyday messaging.
- Apple – Minimalist and confident, focusing on clarity and premium quality.
- Slack – Friendly and helpful, blending professionalism with a casual, human touch.
- Patagonia – Purpose-driven and sincere, speaking passionately about environmental values.
Conclusion
Defining your brand’s tone of voice comes down to clarity and consistency—know your values, understand your audience, choose a handful of adjectives that capture your essence, and document how they adapt across channels. With clear guidelines and regular iteration, your tone becomes a powerful tool for building recognition, trust, and lasting connection.
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Describe your brand and get complete brand assets.
FAQ
How do I choose tone words to define my brand?
Start by brainstorming a shortlist of 4–6 adjectives that capture your brand’s vibe. Use this list of adjectives to adjust your content.
How do I keep my brand voice consistent?
To keep your brand voice consistent, it helps to create a concrete “speaker” persona. Imagine a person answering or speaking when writing in your brand voice.
What should go into a brand voice guidelines document?
Your brand voice guidelines should have:
- Introduction – Why voice consistency matters.
- Brand Personality – 3–5 adjectives that define your voice.
- Tone Guidelines – How tone shifts across channels (e.g., playful on social, formal in reports).
- Voice Chart – Do’s, Don’ts, and examples for each adjective.
- Vocabulary – Words/phrases to always use (and avoid).
- Style Notes – Grammar, punctuation, formatting preferences.
- Examples – On-brand vs. off-brand writing samples.
- Adaptation – How to adjust tone for context or audience.
- Review – When and how to revisit/update the guidelines.
