Why Tone of Voice Matters More Than Ever
Everyone has a different way of expressing and portraying themselves. Businesses are no different. Your tone of voice is the way in which you communicate with your customers or clients, staff and partners, investors, suppliers and the media. It’s the first impression they will have of you and should embody and express your personality and values.
In a world saturated with content – and where AI can spin up 1,000 words of generalised content in seconds – your brand’s tone of voice is one of the few things truly unique to you. As someone who has worked with prominent businesses and global brands alike, I’ve seen first-hand how defining and refining your tone can turn confused messaging into real-world results.
Get it right and your tone of voice should turn your organisation from a faceless brand into one that has character, confidence and authority.
What Is Tone of Voice?
Your tone of voice is the way your brand expresses itself in writing. It’s the tone, style, language, rhythm and emotional quality behind your content. Think of your brand as a person – what’s their personality, style, and way of speaking? How would others relate to them? I always advise clients to strip away clutter and refocus content, tone, and style for stronger, more relatable messaging.
Your tone of voice should be consistent although not rigid as it needs to be flexible depending on the audience, context and channel (website or social media, brochure or annual report, adverts, on the phone or in an email). However, over time, as markets change and language evolves, your tone of voice or brand voice can start to drift. Like people, very few of us sound like we used to.
Your tone of voice is what makes you different.
How to Align Your Tone of Voice with Audience Values and Brand Identity
Do your values still align with those of their target audience? Think of the brands you like and don’t like and ask yourself why? Look at the language they use and pick out words and phrases that resonate with you. Ask yourself why they work, deconstruct them and think of ways the same principles can be applied to your brand, customers and market. It encompasses:
- Word choice: Use language you audience will relate to – friendly, formal, playful, technical?
- Sentence structure: Match your rythmn to the brand – short and punchy, longer and lyrical?
- Attitude: Reflect your brand personality – Confident? Witty? Empathetic? Reassuring?
- Formality: Decide where you sit on the scale – Strictly professional? Casually conversational?
- Emotion: Align the feeling of your copy with what your audience expects.
What Makes the Perfect Tone of Voice?
The perfect tone of voice is clear, consistent and true to your brand’s personality. It should display authority, exude confidence, and be distinct, memorable, and instantly recognisable.
- Displays authority: Confidence without arrogance, clarity of message, evidence-led language.
- Builds trust and brand recognition by sounding familiar and reliable
- Reflects your unique brand identity and values in every message
- Stays consistent across marketing, sales, and customer service touchpoints
- Increases engagement and loyalty by connecting with your audience on a human level
No matter your sector or how polished your brand, your tone of voice should be human, authentic, and clear. In fact, a well-defined and consistent brand tone can increase revenue by up to 23%. It’s not just fluff – it’s strategic.
How to Create a Tone of Voice That Works
It’s not about plucking adjectives out of the air (“we’re cheeky but trustworthy!”). It’s about aligning tone with your mission, audience and medium. Here’s how:
- Audit Your Existing Brand Voice: Look at your website, brochures, emails, and socials. Are they consistent? Are you saying the same thing differently in five places?
- Create Tone of Voice Guidelines: Use a tone of voice guide to outline your voice traits with dos and don’ts. Include tone of voice examples, broken down by channel.
- Test & Train: Share the guidelines with your team. Use them in workshops. Tone only works if it’s adopted consistently and embedded in everyday use.
Tone of Voice in Copywriting: Where It Really Matters
Tone of voice is important across your business. However, there are some places where it is vital.
- Website & SEO Pages: Blending tone of voice SEO with natural, human language helps your site rank and resonate.
- Email Campaigns: From abandoned cart nudges to donor thank-yous—email tone can make or break click-throughs.
- Social Media & Ads: Witty on TikTok? Reassuring on LinkedIn? Creating a consistent tone of voice across platforms avoids sounding like you’ve got split personalities.
- Internal Comms & Culture: Even your job ads and onboarding packs should reflect your business tone of voice. It builds employee trust from day one.
Tone of Voice Checklist
- Do you have written tone of voice guidelines?
- Can every department apply them consistently?
- Is your tone aligned with your audience and brand values?
- Have you tested tone across key channels?
- Is your tone measurable, scannable, and adaptable?
Tone of Voice Examples That Get It Right
- Innocent Drinks: Cheeky but warm. Every post feels like a mate wrote it.
- Monzo: Clear, confident, and jargon-free—a masterclass in B2C tone of voice.
- Mailchimp: Quirky, yet professional, avoids sounding robotic or overdone.
- Spotify: Playful, inclusive, and music-savvy, always in tune with its audience.
Tone of Voice Tips for Copywriting Success
- Keep it human: Even in B2B, write like a person. Not a press release generator.
- Stay consistent: Don’t be playful on Instagram and corporate on your homepage.
- Focus on the reader: Good tone isn’t about sounding clever – it’s about making your audience feel seen.
- Track impact: Use analytics to see how tone affects dwell time, bounce rate, and conversion.
Need Help Defining or Refining Your Brand’s Tone of Voice?
If your content sounds like it was written by five different people and a slightly confused intern, it might be time to bring in a professional copywriter. I have helped some of the world’s most well-known companies and recognisable brands define and refine their tone of voice. If you’d like some objective advice and help, give me a call on +33 (0) 7715 171286, email me at info@tomrigby.com or fill out the contact form.
