How to define your tone of voice

How do you speak to your target market? Your brand’s tone of voice is more than just a communication tool – it’s the personality that connects you with your audience.

Whether you’re a start-up or an established company, defining a distinctive tone of voice can highlight the uniqueness your brand, making your messages memorable and impactful. Read on to find out how you can define your brand’s tone of voice.

What does tone of voice mean?

Tone of voice is the expression of your brand’s personality through written and spoken words. It’s how you convey your values, ethos, and intentions to your audience. Think of it as the difference between speaking to a friend versus presenting at a conference – each situation needs a tailored approach to communication.

Finding the right tone of voice can lead to better engagement with your customers and potentially more profit – while a tone of voice that misses the mark could cause people to turn away from your brand or lead to lost business.

Tone of voice is different from brand voice – while your brand voice reflects your brand’s vision and values, tone of voice focuses on how the content is communicated rather than the content itself.

What’s the difference between style and tone?

While they’re often used interchangeably, style and tone are different and have their own specific purposes in content creation. Style refers to the mechanics of writing – grammar, punctuation, and structure – these are often documented in a style guide.

Tone, however, is about the mood and attitude conveyed through your words. A style guide will help your brand stay consistent, while a tone of voice infuses your content with character. Together, they create your brand narrative.

How to find the best tone of voice for your brand

To decide on your brand’s tone of voice, start by understanding your audience. Who are they? What do they care about? What language do they use or engage with?

The better you know your audience, the more authentically you can communicate with them. Their preferences and expectations will shape how your brand speaks and listens

A step-by-step guide to defining your brand’s tone of voice

1. Take stock of what you’ve got
   Start by giving your current content a good once-over. What’s working? What’s not? Spot any inconsistencies and see where you can up your game.

2. Get to know your people
   Who are you talking to? Build personas that capture your audience’s quirks, preferences, and what keeps them up at night. The more you know about them, the better you can speak their language.

3. Nail down your values
   What does your brand stand for? Note down your core values and think about how these should come through in your communication. Your tone should echo what you believe in.

4. Create a tone statement
   Sum up your tone in a few words. Are you friendly, professional, and empathetic? Let these words guide how you express yourself.

5. Lay down some guidelines
   Decide how your tone will play out across different channels – whether that’s social media, emails, or your website. Consistency is key, so make sure your guidelines are clear and easy for everyone to follow.

6. Spread the word
   Get your team on the same page. Make sure everyone creating content understands the tone and feels comfortable using it.

7. Keep it fresh
   Your tone of voice isn’t set in stone. Regularly check in to see if it still resonates with your audience and adjust it as needed to keep things relevant.

What are some examples of tone of voice?

Your tone should resonate with your target customers and express who you are. Here’s how some well-known brands do it:

Apple
Apple’s tone of voice is as polished as its products, using confident and aspirational language. It’s all about simplicity with impact. You might come across a line like, “Designing something as beautiful as it is functional calls for a rare breed of engineer.” It’s not just about selling gadgets; it’s about selling a lifestyle.

McDonald’s
McDonald’s tone is friendly and inclusive. Their messages often read like an invitation: “Come as you are. Everyone’s welcome at McDonald’s.” They’re not just about fast food, they’re about community.

Tesco
Tesco is about everyday practicality. Its tone is community-focused, making you feel like they’re there to lend a helping hand. “Every little helps” isn’t just a catchy slogan; it’s a promise. Tesco’s communication is straightforward and supportive.

Glossier
At Glossier, it’s all about real talk and inclusivity. Their tone is conversational, like chatting with a friend who gets you. “Beauty inspired by real life” pretty much sums it up. They’re not dictating beauty standards; they’re celebrating individuality.

Read about why brand stories matter and how to use storytelling in your content.

Should a brand’s tone be the same for all channels?

When it comes to tone of voice, consistency is key – but that doesn’t mean a one-size-fits-all approach. While your core tone should be recognisable, it can be adapted to suit different channels. Here’s why:

Consumer channels
For consumer-facing platforms like your website, maintaining a consistent tone is crucial. This is where your audience goes to learn about your brand and its offerings, so the tone should be clear and aligned with your brand identity.

Whether it’s your homepage, product descriptions, or customer service interactions, the voice should feel unified and resonate with your audience.

Read more about how to get website content right.

Social media
On social media, it’s easier to be more experimental. Platforms like Instagram, TikTok and Snapchat are dynamic and conversational, allowing for flexibility in your tone.

For example, while the voice should still reflect your brand, you might be more playful or relatable, depending on your preferences and the platform’s culture and user expectations. This flexibility could help in engaging your audience in a more personal and immediate way.

B2B channels
Some brands choose to shift their tone to be more professional on B2B platforms like LinkedIn.

If your audience is likely to be looking for industry insights and business opportunities, a more formal tone could help to establish credibility and encourage professional relationships.

It should still reflect your brand, so your communication is distinct and relatable. But this all depends on your brand personality, as you might decide a more casual approach is better for your business.

Tone of voice – what not to do

Here are some common mistakes brands often make – and how to steer clear!

1. Too many variations in tone
   One of the biggest challenges is maintaining consistency across all channels. Whether it’s a blog post, or an email, your tone should feel cohesive. Too many variations in your core tone can confuse your audience and dilute your brand message. Create clear guidelines and ensure everyone on your team is on the same page.

2. Ignoring audience feedback
   Your audience is your best sounding board. If your customers aren’t engaging with your content, it might be time to reassess your tone. Listen to their feedback and be willing to adapt. A tone of voice that reflects your audience’s preferences will create stronger connections.

3. Overcomplicating the message
   Sometimes – in an effort to sound unique – brands can overcomplicate their messaging. Keep it simple and authentic. Your audience should easily understand who you are and what you stand for.

Submerge can help you with all your content marketing needs – contact us today to talk about your brand and the best ways to reach your target market.