How To Develop A Brand Tone Of Voice

April 22, 2024
5 min read

When building a successful brand, having a strong and consistent tone of voice is crucial. Your brand's tone of voice is how you communicate with your audience and plays a vital role in shaping how your brand is perceived. 

It is the personality and character of your brand, and it sets you apart from your competitors. We explore the key steps to develop and define your brand tone of voice. 

Why is Brand Tone of Voice Important?

A well-defined brand tone of voice is important for several reasons. Firstly, it helps to create a memorable and recognisable brand identity. When your tone of voice is consistent across all your communication channels, it builds brand recognition and fosters a sense of familiarity with your audience. 

Brand Loyalty

When your brand consistently communicates in a way that aligns with your values and resonates with your target audience, it establishes a sense of authenticity and trustworthiness. If your messaging is consistent and cohesive, it creates a seamless and enjoyable experience for your audience, leading to increased engagement and loyalty.

Step 1: Define Your Brand Identity and Values

To develop a strong brand tone of voice, you first need to have a clear understanding of your brand identity and values. Your brand identity encompasses who you are as a brand, what you stand for, and what makes you unique. Start by clarifying your mission and vision. What is the purpose of your brand? What are your long-term goals? Next, define your brand values. What principles and beliefs guide your brand's actions? These values will serve as the foundation for your tone of voice.

Step 2: Identify Your Target Audience

Understanding your target audience is crucial in developing a tone of voice that resonates with them. Take the time to research and understand who your audience is, their demographics, interests, and pain points. This information will help you tailor your tone of voice to speak directly to their needs and preferences. Consider what type of language, vocabulary, and tone will best connect with your target audience.

Step 3: Choose Your Brand Personality

Your brand personality is the human characteristics and traits that your brand embodies. It is the persona that your brand takes on when communicating with your audience. Think of your brand as a person. How would you describe their personality? Are they playful and energetic, or professional and authoritative? Define the key characteristics that align with your brand values and will resonate with your target audience.

Step 4: Develop Tone of Voice Guidelines

Once you have defined your brand identity, values, target audience, and brand personality, it's time to develop your tone of voice guidelines. These guidelines will provide a framework for how your brand communicates across all channels. Consider the following elements when creating your guidelines:

Language and Vocabulary

Choose language and vocabulary that aligns with your brand personality and resonates with your target audience. Consider the level of formality, the use of industry-specific jargon, and the overall tone you want to convey.

Sentence Structure and Length

Consider the structure and length of your sentences. Do you prefer short, impactful sentences or longer, more descriptive ones? This will help create a consistent flow and rhythm in your communication.

Formatting and Structure

Think about how you want to structure your content. Utilise headings, bullet points, and paragraph breaks to make your content more readable and scannable. This will improve the overall user experience and help convey your brand's message more effectively.

Narrative Style

Decide on the narrative style that best suits your brand. Will you use storytelling techniques to engage your audience, or will you focus on delivering factual information? Find a balance that aligns with your brand personality and resonates with your target audience.


Consistency is key when it comes to tone of voice. Ensure that your tone of voice is consistent across all channels and touchpoints. This includes your website, social media, marketing materials, customer support, and any other communication channels you utilise.

Step 5: Implement and Refine Your Brand Tone of Voice

Train your team members on the guidelines and provide them with examples and resources to help them understand and apply the tone of voice consistently. 

Regularly review and refine your tone of voice guidelines based on feedback, audience response, and evolving brand needs. A strong brand tone of voice is a dynamic and evolving element of your brand, so it's important to adapt and refine it over time.

Examples of Brands with Successful Tone of Voice Strategies

Let's look at a couple of brands that have successfully developed and implemented their tone of voice:


Nike's brand tone of voice is empowering, motivational, and inspirational. Their messaging is focused on pushing boundaries, overcoming obstacles, and achieving greatness. Nike's "Just Do It" slogan exemplifies their brand tone of voice by encouraging their audience to take action and pursue their dreams.

Coca Cola

Coca-Cola's brand tone of voice is warm, nostalgic, and inclusive. Their messaging often revolves around the themes of happiness, togetherness, and sharing special moments. Coca-Cola's holiday campaigns, featuring the iconic Santa Claus, evoke a sense of joy and nostalgia, aligning with their brand tone of voice.

Regularly review and refine your tone of voice to ensure its effectiveness and relevance over time. With a well-defined brand tone of voice, you can create meaningful connections with your audience, build trust, and foster brand loyalty.

If you would like some support creating and defining your brand's tone of voice, let’s chat.

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