Brand Voice and Tone

Choosing the tone of voice which contains the voice of your brand is a considerable measure to create an effective and harmonious brand identity. A tone of voice that you use in your brand should be consistent within all channels of communication that uphold the personality and values of your brand. This paper will explain the process by which you can find out the tone of voice of your brand and why it is important to you as a business.

First, one should know the tone of voice of a brand. Voice of tone is the personal character and attitude that a brand projects using its words and communication. It may be formal, friendly, playful, serious or any other tone which should show the personality of the brand.

In order to discover the tone of voice of your brand, begin by considering what your brand values are and what personality your brand has. So what is special about your brand? What do you want to be associated with your brand? What are your main messages about your brand and what do you wish to say about it?

After this, it is time to think about your target audience and language and communication style that will motivate them. To illustrate, when you are addressing a youthful and fun loving target audience it will be more effective to have a fun loving and non serious tone of voice. However, when your target audience is more serious and maybe more professional then a more formal tone of voice would be more adequate.

You should also not fail to check the tone of voice of your competitors and ways through which you can create a differentiation between your brand and that of your competitors. An example here is that in case your business rivals use a serious and formal tone of voice, in order to help your brand become differentiated and unique, you can use the tone of voice that is more playful and informal.


Now you know what values and personality your brand should have and who are your target audience and competitors, it is time to create a tone of voice of your brand. This may be achieved by way of researching, brainstorming, and testing. Research and information on target audience will be one way of developing the tone of voice of your brand. This can be conducted by means of surveys, focus groups and by other means of market research. Learning the customs, preferences, needs, and attitudes of your target audience, you could create success with the choice of the voice that would be more appealing to your audience and allow to deliver your essential points about your brand with the help of this tone of voice. Brainstorming and creating a list of words and phrases that describe your brand, its values and personality also are considered as another way of developing your brand tone of voice. It can be carried out by a group of individuals who are accustomed with your brand, being aware of its values and personality.

Having a list of words and phrases reflecting the tone of voice of your brand, it is possible to check them on the target audience to understand which ones can reach it the most. This may be carried out by focus groups, surveys or any other method of a market research. The testing of your brand tone of voice with its target audience will help you to narrow down and even develop further tone of voice so that it can reflect the most important messages about your brand.

As a wrap up, to develop a successful and harmonious brand identity, finding a tone of voice is a necessary consideration in branding. Through values and personality of your brand, target audience and competitors, you will be able to define the tone of voice; one which suits the personality of the brand and at the same time communicate with your target audience.

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