How to define your brand’s tone of voice

A brand tone of voice is the way companies communicate with their audience, including the choice of words, the writing style and the emotional tone. Brands need to create their identity, and the way they communicate is part of that.

Updated: June 26, 2023
How to define your brand’s tone of voice

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Brands are more than a company name. They are the representation of values, beliefs, and market philosophy. The brand tone of voice defines the distinctive characteristics of its communication approach with the public.

Defining the brand tone of voice ensures that communication is standardized.

In this way, the audience will identify consistency, which guarantees gradual habituation.

Brands need to have their personality, and the tone of voice is part of that. When Marketing defines this style of communication, the target audience tends to get closer and closer.

Thus, to create the perfect tone of voice, it is necessary to analyze the brand’s audience and market, as well as how the daily communication will be made.

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What is a brand’s tone of voice?

A brand’s tone of voice is the style used to communicate with the audience, considering the choice of words, brand personality, and emotional tone.

The idea behind this concept is to define a standard approach that the brand will have in all its communication. In this way, it can have a unique style, which differentiates from other players.

Every brand has a personality linked to its market segment, its target audience, and its values. Therefore, the tone of voice is part of the essential details defined in a creative brief.

Branding is an important work for companies, and part of their duties is to create, strengthen, and preserve the brand’s perception among its public.

The tone of voice helps to create a specific vision about the company, being part of a set of elements that transmit that identification. This set includes colors, graphic templates in advertising layouts, and other essential pillars.

Big brands and their tones of voice

We are used to seeing big brands communicating through channels such as social media. This work is a crucial part of marketing strategies, helping to strengthen relationships with the public.

To have an effective client communication, brands need to put their tone of voice into practice. That’s why it’s so common to see some companies stand out: they know how to use this strategy properly.


Netflix must be one of the main success cases in the use of brand voice tone. The brand knows how to always stand up using smooth and fun communication.

The company places itself close to its audience, with a friendly and fun approach, wherever it is room for it. For this, it uses GIFs, memes, and images, always complementing that tone of voice.


With different services and audiences, Amazon has a significant challenge in defining and applying its tone of voice.

To meet the client’s expectations, the brand opts for a more serious, objective, and informative approach.

The tone is confident and serene, but not formal. Thus, Amazon chooses a more flexible brand tone of voice, depending on the subject, but not as fun as in the Netflix example.

Why develop your brand tone of voice?

To develop a brand’s tone of voice is essential for standardizing communication, which helps the audience to recognize the brand. Thus, whenever it communicates, there is a quick association.

Without the tone of voice, the proximity between the public and companies gets undermined. If there is no standard, it is difficult for the brand to impose its personality. Consequently, there will be less engagement.

Here are some key reasons that show how important it is to develop that standard for your brand’s tone of voice.


The public expects consistency in communication. If one day the brand communicates seriously and in the other makes jokes, uses memes, and shows itself funny, this can be confusing.

When comparing to human behaviors, it would be almost like unusual shifts in mood, which would make it difficult for the public to understand how that brand behaves.

It’s like in a relationship between two people: the consistency in behavior helps to understand each other, creating closeness and intimacy.

Having a clear brand and of tone of voice is going to help you when outsourcing it’s needed.

Identification towards the public

When Netflix tweets, followers, which are part of its consumer audience, can identify the typical tone of voice of the brand.

The public needs to have this perception well defined to create a role-model of identification. This effort is part of the development of brand personality.

When a company works in the tone of voice, it is more likely to have people engaged with its market purpose. Identification in communication helps the brand to become a benchmark in its market segment.

Differentiation from competitors

Brands need to think about market competitiveness. It is essential to differentiate yourself from your competitors to achieve a good spot. The brand tone of voice is unique, so when well established, it helps to stand out companies.

This differentiation is what makes the public know how each brand acts and communicates with them.

How to create a strategic tone of voice for your brand?

Willing to discover how to create a strategic tone of voice for your brand? Check out the following tips!

Know your audience

If your brand is mostly young, your tone of voice may be more relaxed and fun. Instead, if your core business is more business-oriented, like a law firm, your brand’s tone of voice needs to be more serious, objective, and informative.

It all depends on who your audience is. From that, you can develop a tone of voice that matches and will be well accepted by the target audience.

Take the channel of communication into account

Each communication channel has a different acceptance of specific tones of voice. Social media channels, especially Twitter and Instagram, are more open to lighter and friendly tones.

Channels such as email, phone, and chats require a serious and objective communication. Knowing how to use the right tone of voice in each platform is essential to have accurate, respectful, and engaging communication.

Develop a brand voice chart

brand voice chart helps you to define different tones to use, indicating which is the most usual for your brand. This tool can also indicate when to make changes in tone of voice.

Even brands that have a lighter approach need to change it at some point. In important customer relationship announcements or in positioning for serious issues, this flexibility is essential.

The SEMRush brand voice chart example illustrates these different kinds of tones and how to use them in the best way. Check this below!

A proper brand tone of voice can boost your Content Marketing ROI and increase closeness to the public, especially in social media. To do so, develop your strategy and use it properly.

Define your brand’s tone of voice and effectively communicate with your audience using WriterAccess. Sign up for our free trial today and create captivating content that reflects your brand’s personality and resonates with your target market.


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