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Watch your tone

A critical aspect of your brand identity and powerful marketing tool for your business, ‘tone of voice’ is the way your brand speaks to your audience and conveys your personality, values and messages. A clear and consistent tone of voice will help you differentiate yourself from competitors by being memorable, creating an emotional connection with your audience and ultimately helping to build trust and loyalty in your customers. 

Follow these steps to build tone of voice into your marketing strategy: 

  1. Define your brand’s tone of voice: Figure out your brand’s personality, values and target audience, then choose words and language that align with these. For example, a luxury fashion brand might use a sophisticated or indulgent tone of voice, while a casual restaurant might opt for a friendly and conversational sound. 
  1. Be consistent: Once defined, it’s important to use your brand’s tone of voice consistently across all channels, from website copy and social media posts to email marketing and adverts. Consistency helps create a cohesive brand experience and makes it easier for customers to recognise and remember your brand. 
  1. Also be adaptable: While consistency is important, you should adapt your tone of voice for different audiences and contexts. You might use a formal and professional tone when communicating with business partners, but aim for a more casual or chatty stye while interacting with customers on social media. 
  1. Evoke emotions: Tone of voice can be a powerful tool for evoking emotions in your audience. By choosing words that resonate with your target audience, you can create an emotional connection and help them feel a stronger attachment to your brand. If your brand is passionate about sustainability, you might use an uplifting and hopeful tone of voice to encourage people to make environmentally friendly choices. 
  1. Convey personality: Tone of voice should also be used to convey your brand’s personality and values – a brand that’s fun and playful might use a lighthearted and humorous tone of voice – think Innocent Drinks – while a more serious brand might use a more professional, straightforward tone. By aligning your tone of voice with your brand personality, you can help customers understand and connect with your brand on a deeper level. 


Need help nailing your tone of voice? We’d love to help. Get in touch on 01330 826508 or