The right Tone of Voice determines how a brand communicates and how customers perceive it. Choosing the tone of communication is crucial for every brand because it affects how it will be received by its target audience. Tone of Voice reflects the brand’s character as well as its values and goals, creating a strong identity that resonates with customers’ needs and expectations.
What is Tone of Voice and why is it important?
Tone of Voice is the way a brand communicates with its audience through words, style, and attitude. It’s not only what you say but how you say it. The tone reflects the brand’s values, personality, and intent, building a consistent image in customers’ minds. This tool plays a crucial role in shaping identity and helps a brand stand out in the market.
The importance of Tone of Voice lies in its ability to create an emotional connection with the audience. A well-chosen tone fosters trust, loyalty, and authenticity. Inconsistent communication can, on the other hand, create confusion or erode trust. That’s why it’s essential to choose a style that fits your target audience and the platforms where your brand is active.
Common types of Tone of Voice
- Friendly – focuses on building a close relationship with customers. Brands use informal language, direct address, and a warm approach that creates a sense of friendliness. It’s typical on social networks, where brands aim to be approachable and human.
- Expert – based on accuracy, professional wording, and authority. This tone is popular with brands offering products or services that require trust and expertise, such as in finance, healthcare, or technology. The goal is to feel credible and informative.
- Humorous – humor grabs attention and makes a brand relatable in a fun way. It uses jokes, hyperbole, or irony and suits more informal brands. This style appeals mainly to younger audiences who appreciate relaxed, creative communication.
- Inspirational – encourages, motivates, and adds positive energy. Brands share stories, challenges, or inspiring quotes that resonate with their audience’s values. It’s common among brands focused on personal growth, healthy lifestyles, or charitable activities.
- Formal – maintains distance and a high level of professionalism. It’s typical for conservative sectors such as law, finance, or government. The language is structured, polite, and consistent to convey trustworthiness and seriousness.
- Bold – a daring, provocative tone that draws attention through unconventionality. Often used by brands targeting young, trendy, or nonconformist customers. It doesn’t shy away from controversy and creates a strong, memorable impression.
Brands known for their Tone of Voice
- Innocent Drinks – witty and friendly, human and approachable. Relaxed communication and natural language underscore their focus on natural ingredients.
- Allbirds – eco-conscious tone with a minimalist approach. Communication emphasizes sustainability, comfort, and simplicity, appealing to ethically minded consumers.
- Oatly – provocative and self-assured with a touch of irony. The plant-based brand leans on open communication and a playful way of promoting environmental values.
- Dr. Martens – rebellious and independent, reflecting values of authenticity and individuality. Their communication resonates with audiences seeking self-expression and an alternative lifestyle.
- Glossier – personal and intimate, emphasizing inclusivity and openness. They focus on direct interaction with customers and building a community feel around their products.
How to choose a Tone of Voice and what to avoid
Start by analyzing your brand’s values. What do you want to communicate, and what emotions do you want to evoke? Imagine your brand as a person and define how it would speak. Look for inspiration in the language your customers already use—for example, on social media.
Watch competitors and look for ways to differentiate your brand. Be creative. Brainstorm with your team and test different styles in smaller campaigns. Your Tone of Voice must work across platforms and adapt to different situations.
What to avoid when choosing a Tone of Voice
- Over-imitating other brands – can lead to a loss of originality and identity.
- Using vague or contradictory tones – weakens credibility.
- Ignoring the target audience – an unsuitable tone can drive customers away.
- Excessive complexity or jargon – makes your message harder to understand.
How to measure the effectiveness of your Tone of Voice
The success of your Tone of Voice can be measured using marketing techniques that provide concrete data on how customers perceive your communication style. Key is to track metrics that reflect audience engagement, campaign effectiveness, and overall impact on your brand.
- Social media engagement analysis – track not only likes, comments, and shares but also their content. Comments reveal whether customers find your tone trustworthy or appealing.
- A/B testing of messages and emails – create different versions of the same message with different tones. Track which version wins on open rates, click-throughs, or responses to see which tone resonates.
- Customer surveys – ask your audience directly how your style of communication makes them feel. Forms or interviews can reveal whether your tone is seen as friendly, trustworthy, or impersonal.
- Conversion rate tracking – evaluate whether your Tone of Voice directly influences KPIs such as increased website traffic, longer time on page, or more orders.
- Sentiment analysis – text analysis tools can show whether your tone sparks positive, neutral, or negative reactions, helping you pinpoint where adjustments are needed.
BONUS: what to read for inspiration
If you want to dive deeper into choosing the right Tone of Voice in marketing, these books on communication, marketing strategy, and psychology in branding can help.
- Made to Stick (Chip and Dan Heath) – explores how to create “sticky” (memorable) stories—key to successful brand communication. It details how story structure and style shape brand perception.
- The Art of Explanation (Lee LeFever) – offers advice on explaining complex concepts simply and clearly. Useful for crafting marketing messages where choosing the right tone is vital for clarity and impact.
- Contagious: How to Build Word of Mouth in the Digital Age (Jonah Berger) – analyzes why some ideas and products go viral and how Tone of Voice helps spread information and attract audience attention.