This informal CPD article, ‘Discovering your Brand’s Unique Tone of Voice’, was provided by Alt Marketing School, a modern marketing school for marketers who want to do marketing differently and advance their career along the way.
Ever felt like your brand sounds a bit... bland? It might be saying the right things, but the way it’s saying them isn’t landing. That’s where tone of voice comes in.
When you get your tone right, your brand starts sounding like a real person: approachable, trustworthy, and clear. Let’s walk through what tone of voice is, why it matters, and how to define your own.
What is Tone of Voice?
Think of tone of voice as your brand's speaking style in writing. It's all about how you say things - the attitude and personality that comes through in your words.
Your brand voice is like your core personality - it's consistent across everything. But your tone? That's how you adjust that personality to fit different situations.
Here's what we mean: let's say your brand voice is confident and friendly. That doesn't change. But you might sound warm and reassuring in an onboarding email, more direct when reminding someone about a payment, and more upbeat on social media. Same personality, different ways of expressing it based on what's needed.
Why Tone of Voice Matters
A clear, consistent tone of voice helps you:
- Show personality and stand out from similar brands
- Connect with your audience and build trust
- Communicate more clearly and confidently
- Attract customers who align with your values
If your brand sounds like everyone else, it becomes forgettable. That means missed opportunities.
Start with the Nielsen Norman Group Scales
If you’re not sure how your brand sounds (or should sound), these scales1 can help you map it out. They break tone into simple, clear spectrums:
- Formal ↔ Casual
- Funny ↔ Serious
- Enthusiastic ↔ Matter-of-fact
You don’t need to choose one extreme or the other. Just figure out where you naturally sit. For example, a personal brand might lean casual and warm, while a tech company could aim for clear and confident, but still avoid sounding overly formal. Use these spectrums to sense-check if your content tone is where you want it to be.
Here's an example of how different brands might position themselves on the formal-casual spectrum:
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A law firm may sit at 7/10 on the formal scale - professional and precise, but not overly stiff.
Example: "We offer expert legal guidance tailored to your specific situation."
- A coffee shop could sit at 3/10 on the formal scale - warm and conversational Example: "Hey there! Grab your favorite morning brew and stay a while."
Both maintain their core brand voice while adjusting their tone to fit their audience and purpose.
Use 3 Levels of Tone to Stay Consistent
Let’s say your messaging is focused on empowering small business owners. Your personality might be supportive and knowledgeable. That means at the detail level, you’re using plain language, short sentences, and positive phrasing. Everything flows from the top down.
Author Chris West offers a handy structure to make sure your tone doesn’t fall apart across your content:
- Level 1: Messaging – What you're saying. The main ideas, themes, and values you want to communicate.
- Level 2: Personality – How you say it. This is where tone comes in: the voice behind the message.
- Level 3: Details – The nitty-gritty. Word choices, punctuation, grammar, and phrasing.
Use this framework to spot when things are going off-track and bring everything back into alignment.
Check Your Brand Voice
Let's do a quick self-assessment of your brand's tone. This simple exercise will help you identify any inconsistencies and areas for improvement in how your brand communicates.
- Look at your last few posts or emails.
- Does the tone match across channels?
- Does it feel human and relatable?
- Would someone recognise it as your brand without a logo?
If not, it might be time for a refresh.
You don’t need to overhaul everything overnight. But defining and using a clear tone of voice will help your brand feel more like... you.
Remember: your brand voice is more than just words on a page. It's the personality that shines through in every interaction, the thread that ties all your communication together. When done right, it turns followers into fans and customers into advocates.
The best part? Your tone of voice will evolve as your brand grows. Keep checking in, stay true to your values, and let your authentic voice lead the way. After all, in a world of automated messages and AI-generated content, genuine human connection stands out more than ever.
Start small. Test it out. Adjust as needed. Just remember, the goal is clarity and connection.
We hope this article was helpful. For more information from Alt Marketing School, please visit their CPD Member Directory page. Alternatively, you can go to the CPD Industry Hubs for more articles, courses and events relevant to your Continuing Professional Development requirements.
References:
1 https://www.nngroup.com/articles/tone-of-voice-dimensions/
