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How to Develop Your Brand’s Tone of Voice

September 8th, 2021
By Hayley Fogleman

What is tone of voice, and why is it so important in writing? When writing blogs, webpages, or any professionally published work for a client or brand, tone of voice is a crucial part of the process. For starters, the tone of your writing affects how readers (potential customers, in particular) will resonate, identify, and connect with your brand. Therefore, tone of voice should encompass your brand’s identity, values, and character; it should breathe the personality of your business into your content.

Just as the target audience affects the tone of voice, tone of voice affects the target audience. The type of tone determines whether or not the content will attract or deter a reader. If your tone is young and fresh and composed of modern lingo and slang, it is likely to attract and appeal to an audience that identifies strongly with and uses this tone (such as millennial readers). Whereas a more conservative or traditional business professional may be deterred or turned off by such a tone. This is why it is important to consider the target audience when determining which tone to use since it will affect the ability of content to resonate with readers. 

 

How to Pinpoint Your Brand’s Tone of Voice

To pinpoint your brand’s specific tone of voice, it’s a good idea to first consider how you want your content to read. Essentially, how the voice of your brand’s content addresses and speaks to a reader is the first critical factor in determining your tone. For example, do you want your content to address readers (potential and or returning customers) formally or in a much more casual, relaxed, and informal manner? This may all depend on the type of reader your content will be speaking to; this is where the target audience comes into play. 

Your target audience will influence your brand’s tone immensely. Who is your brand trying to reach? Considering your target audience will allow you to develop your content in a way that not only reflects your brand’s identity but also in an engaging and relatable way to your target audience. 

Understanding your brand’s value(s) and initiative(s) are critical factors in fleshing out your tone of voice. Consider your team, culture, and mission. What does your brand stand for? Who are your team members? What is your brand’s culture like? What is your mission statement? All of these things contribute to your brand’s greater identity, and, as a result, the tone you should work into your content.

For example, if your brand is made up of a young and lively team with a big family-style culture and a mission to work closely with your clients, your tone of voice may be casual, friendly, inviting, young, and excited. 

When it comes to identifying your tone, be as specific as you can. There are general, overarching categories for tone of voice, but the uniqueness and individuality of your brand should be captured and emulated in the specificity of your tone.

While understanding how to use tone of voice and discovering your brand’s specific tone may seem like a complex and time-consuming process, it is perhaps one of the most crucial steps you must take in developing content for your brand. Once you’ve established a clear and appropriate tone, the writing will flow more naturally. 

What is tone of voice, and why is it so important in writing? When writing blogs, webpages, or any professionally published work for a client or brand, tone of voice is a crucial part of the process. For starters, the tone of your writing affects how readers (potential customers, in particular) will resonate, identify, and connect with your brand. Therefore, tone of voice should encompass your brand’s identity, values, and character; it should breathe the personality of your business into your content.

Just as the target audience affects the tone of voice, tone of voice affects the target audience. The type of tone determines whether or not the content will attract or deter a reader. If your tone is young and fresh and composed of modern lingo and slang, it is likely to attract and appeal to an audience that identifies strongly with and uses this tone (such as millennial readers). Whereas a more conservative or traditional business professional may be deterred or turned off by such a tone. This is why it is important to consider the target audience when determining which tone to use since it will affect the ability of content to resonate with readers. 

HOW TO PINPOINT YOUR BRAND’S TONE OF VOICE

To pinpoint your brand’s specific tone of voice, it’s a good idea to first consider how you want your content to read. Essentially, how the voice of your brand’s content addresses and speaks to a reader is the first critical factor in determining your tone. For example, do you want your content to address readers (potential and or returning customers) formally or in a much more casual, relaxed, and informal manner? This may all depend on the type of reader your content will be speaking to; this is where the target audience comes into play. 

Your target audience will influence your brand’s tone immensely. Who is your brand trying to reach? Considering your target audience will allow you to develop your content in a way that not only reflects your brand’s identity but also in an engaging and relatable way to your target audience. 

Understanding your brand’s value(s) and initiative(s) are critical factors in fleshing out your tone of voice. Consider your team, culture, and mission. What does your brand stand for? Who are your team members? What is your brand’s culture like? What is your mission statement? All of these things contribute to your brand’s greater identity, and, as a result, the tone you should work into your content.

For example, if your brand is made up of a young and lively team with a big family-style culture and a mission to work closely with your clients, your tone of voice may be casual, friendly, inviting, young, and excited. 

When it comes to identifying your tone, be as specific as you can. There are general, overarching categories for tone of voice, but the uniqueness and individuality of your brand should be captured and emulated in the specificity of your tone.

While understanding how to use tone of voice and discovering your brand’s specific tone may seem like a complex and time-consuming process, it is perhaps one of the most crucial steps you must take in developing content for your brand. Once you’ve established a clear and appropriate tone, the writing will flow more naturally. 

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