Tone of voice and why it is important

What tone of voice is

The tone of voice is, primarily, a specifically selected way to communicate with brands and clients. In this vein, communication means not only direct one and feedback, but also communication style, lexical “yes” and “no”, general verbal and visual stylistics.

Emotional bond

If to take you by surprise and ask about a brand that first comes to your mind, you are likely to think not only about an item or service but also about your feelings for a company you remember. It is the emotional bond I’m talking about.

Tone of voice as a way to break away from competitors

Being in one niche, it becomes difficult to operate with new information: you and your competitors will apparently translate similar data. We face a logical question regarding how to stand out and attract the attention of potential clients.

Brand trust

Trust is one of the business fundamentals. It can be achieved through the correct creation of a tone of voice since it is used to show the values, beliefs, and ideas of a company. All this gives a consumer a more detailed image of a product and a chance to compare your ideals and those of a brand.

Brand and personalization

A modern world with its abundance of possibilities makes a brand become faceless and get lost among competitors. And the tone of voice is the instrument that can help prevent it. Pay attention to the things you share, and how you do it.

Company’s goals and values

We should mention one more time that clients must understand the goals and values of your brand. And we are talking not only about commercial aims but also about non-commercial ideology.

How to correctly create tone of voice?

Much has been said about the importance of the tone of voice, but not a word about how to create, implement it, and what to pay attention to. Of course, no article can give you a 100% strict algorithm on how to do it. But I tried to outline the 8 points that should be considered.

1. Be sincere when selecting values

Share the ideas and values you believe in. They must be identified at the beginning and stuck to, instead of covering a bit of every up-to-date topic.

2. Spoken language on the paper

While communicating, write as if you talk in real life, using the words, phrases, and constructions everyone can understand in order to make the reading easy.

3. Style guide

This guide is required to clearly understand the communication style of your brand. It includes vocabulary (stop-words in particular), grammar, and other things you use and are going to use in advertising, articles, social media, etc. The guide is required to control a single stylistic in all spheres connected with communication.

4. Moodboard and a single visual image

Moodboard is a combination of colors, structures, and materials displaying the brand. This set of data will significantly simplify the work of people who participate in content creation and will standardize it in a way.

5. Do not forget about TA

By any measure, everything is about the audience: every business exists because of clients. Therefore, you must understand who you create the tone of voice for and what emotions you want to provoke.

6. Your team is your face

Almost every business implies the contact of separate members of your team with clients. This communication also influences the reputation and image of a company. Meaning that the brand’s tone of voice also has a direct bearing.

7. Consistency in branding

Inconsistency always results in a sense of uncertainty, and consequently, unreliability. It is the reason your brand should have specific values, seen throughout the whole marketing.

8. Feedback

Even a high-quality tone of voice sometimes needs corrections. In this case, you should pay attention to feedback, both positive and negative, and make corresponding changes.


Without tone of voice, you are doomed to be like everyone else, the guy whose name no one at the party can remember. As a result, it will be extremely difficult to break away from competitors.



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