What brands often miss with their tone of voice


Whether you’re just starting to build a new brand or are on a mission to rebrand your business, you need to focus on your visual identity. This means getting a firm grip on who you are and what your tone of voice is. Also referred to as brand voice, tone of voice is an element that features prominently in every communication your brand makes. 

The tone of voice applies to every touchpoint and communication channel that a brand uses. Fortunately, brand creation companies, like Ideadolls, will help you develop brochures, videos, and even tweets so your business will have its own brand voice. 

The heart of a tone voice is the need to give your brand a personality that’s expressed in the way a company says things. A good example of a company’s personality is the visual design of its website and its offline content. 

But, not all businesses find their brand voice to set themselves apart from the competition. So, what is it that such brands miss with their tone of voice? 

To build a strong brand voice, here are 3 things that brands should capture in their communication: 


  • Clarity Of Purpose


Also referred to as a brand positioning statement, a purpose or mission statement enables businesses to communicate who they are and what causes them to stand out from others. To do this, you need to determine several things. 

These include the unique aspects of your business and what makes your products special. You should also be able to explain what is special in the way you do business as well as your company’s culture.  

In addition to looking at your business from the inside, step back and think of how you want your customers and the community at large to view you. Once you’re clear about these aspects, come up with several words to define what your business is. When doing this, avoid words such as ‘honest’ or ‘friendly’ that don’t differentiate your words. 

Also, keep clichés and buzzwords like ‘proactive’ and ‘cutting-edge’ off your mission statement. Instead, use interesting, descriptive words that reflect what your business really is and how you want your audience and community to perceive it. 


  • Personality Trait
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It’s advisable that brands think of their tone of voice as a person. The easiest way to do this is to imagine that your brand is a celebrity. If it was one, what personality traits would it have? Would it be fun, professional, kind, loyal, or caring? 

To get an idea of what tone of voice to adapt, brands need to define their personality traits. When doing so, they should also define their competitors as people as well. 

Do they have competitors who are bullies or cheerleaders? This enables them to differentiate their brands from the competition by adapting personality traits that reflect them differently. 

Identify three to four keywords that define your choice of personality trait and use them in your brand communication. 


  • Consistency Of Style


Most businesses, particularly the small ones, find a style guide unnecessary to have. This makes it difficult for them to maintain consistency in their tone of voice. 

A style guide plays an important role in enabling your company’s organic growth from your brand’s values and personality traits. But, this is not the only thing that a style guide will do for your company. 

As the business grows and you have a marketing team handling all the outgoing content, like emails, articles, videos among others, the guide will come in handy in ensuring consistency in your brand’s tone of voice. 

In big companies where marketing content is not owned by one or two people, a style guide helps keep everything on track. A good style guide should be updated regularly or, as the need arises, should build on your company’s mission statement and personality traits. 

Young girl screaming to megaphone with BRAND LOYALTY inscription, shopping concept

Final Thoughts

If you have a business, you need to find a tone of voice for your brand. The tone of voice is what sets your business apart from other businesses and will also help build customer trust. But, the tone of voice is not just what you say, it’s also about how you say it. Hence, it also includes the words you use, the rhythm, order, and pace that you use to connect with your audience. 

Essentially, your tone of voice should be reflected in all your written communication–from emails, website copy to social media, and product or service packaging. Your tone of voice should reflect the reason your business exists, its personality, and should maintain consistency in style across all communication channels.