How to find your tone of voice and why it matters

 

Your brand’s voice isn’t just about what you say—it’s about how you say it. Whether you’re a startup, a small business, or an established company looking to refine your communication, getting your tone of voice right can be a game-changer. The way you engage with your audience sets the foundation for trust, relatability, and long-term loyalty.
 
Why Tone of Voice Matters
 
Think of your brand as a person. How does it speak? Is it friendly and conversational, or more professional and authoritative? The way you communicate influences how your audience perceives you. A mismatched tone can alienate potential customers, while the right one draws them in.
 
Your tone of voice should align with your brand’s identity and values, but more importantly, it should resonate with your audience. A casual, playful approach might work well for a lifestyle brand but would feel out of place for a legal consultancy.
 
How to Define Your Tone of Voice
 
Finding your brand’s unique voice starts with understanding your audience. Who are they? What are their interests? How do they communicate?
 
Imagine you’re marketing to young entrepreneurs. A dull, corporate tone may push them away, while a dynamic, engaging voice will keep them hooked. On the flip side, if you’re offering professional financial services, an overly casual tone might make you seem unreliable.
 
To define your tone, ask yourself:
 
·        What emotions do I want my brand to evoke?
 
·        How do I want my audience to feel when they interact with my brand?
 
·        What words or phrases best represent my brand’s personality?
 
Comparing Different Tones
 
Let’s break down some common approaches:
 
Professional vs. Casual
 
Professional - Establishes credibility and authority but can sometimes feel distant.
 
Casual - Feels approachable and friendly but can risk sounding unpolished.
 
Example:
 
Professional: "Our firm provides strategic financial solutions tailored to your needs."
 
Casual: "Money matters, and we’ve got your back with smart financial advice."
 
Playful vs. Serious
 
Playful - Injects personality and fun, but may not suit all industries.
 
Serious - Builds trust and confidence, but can feel rigid.
 
Example:
 
Playful: "Think of us as your financial sidekick, helping you make smart money moves!"
 
Serious: "We provide expert financial planning to help you secure your future."
 
Inspirational vs. Practical
 
Inspirational - Motivates and uplifts your audience.
 
Practical - Offers straightforward, no-nonsense solutions.
 
Example:
 
Inspirational: "Your dreams deserve a strategy—let’s build it together."
 
Practical: "Here’s how to create a realistic financial plan that works."
 
How to Apply Your Tone of Voice
 
Once you’ve identified the right tone, consistency is key. Whether it’s your website copy, social media captions, or email marketing, your voice should be recognisable and reliable.
 
A few tips for maintaining consistency:
 
Create a style guide outlining your brand’s preferred tone, vocabulary, and phrasing.
 
Train your team to use the same voice across all platforms.
 
Regularly review your content to ensure it aligns with your defined tone.
 
Need Inspiration? Look Around
 
Still unsure about your tone of voice? Take inspiration from brands that do it well. Analyse their language, word choices, and how they engage with their audience. Just remember—your goal isn’t to copy, but to carve out your own distinct voice.
 
Creating an ideal customer avatar can also help. Define their age, interests, and communication style, and tailor your messaging accordingly.
 
Your tone of voice is an extension of your brand’s personality. Whether you’re aiming for professional, playful, serious, or inspiring, the key is to make it intentional, authentic, and consistent.
 
When you get it right, your audience won’t just listen—they’ll connect, engage, and stick around for the long haul.