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Developing a Brand Voice

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Developing a brand voice
People may hear your words, but they feel your attitude. John C. Maxwell

A TONE OF VOICE is not what you say, but how you say it. The words you choose and the rhythm (or pace) you use to string them together develops your brand voice.

In the sphere of digital marketing ‘tone of voice’ refers to written – rather than spoken – words. A company’s tone of voice will inform all of its written copy, including its website, social media messages, emails and packaging.

It’s an expression of the people behind the brand.

It’s not just what a company does, but who it is that makes it a brand. A tone of voice both embodies and expresses the brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world.

Your brand tone sets you apart from the rest.

Developing a brand voice

A brand’s tone of voice should be distinctive, recognisable and unique. This may seem like a lot to meld together, until we consider the use of our own language in everyday life.

We all employ language - both written and spoken - in our own way. Of course, culture and dialect are the most significant factors dictating our approach to words. But within these, we each have our own idiosyncrasies, favourite expressions, inflections, pacing, and so forth.

Your brand tone builds trust.

There is a strong link between familiarity and trust. Because something familiar requires little effort to process mentally, we are more likely to feel at ease around it. Thinking along these lines, a company must be consistent in its use of language so that its writing becomes familiar to the customer. Creating a specific tone of voice, then, plays a crucial part in this.

It is a vital factor of attracting the right audience that you can influence and persuade to grow your business.

To better understand your brand’s personality, you need to start with your brand's Archetype.

When it comes to how your business is positioned in the marketplace for a varied audience, be it women in their 20’s AND men in their 50’s, your brand needs to be consistent - the best way to do that is to embody a Brand Archetype.

Is your brand nurturing vs. problem solving vs. brave vs. innocent?

Stop by FounderU and read my article that dives into a dozen different Brand Archetypes. Here are a few to give you an idea of the diversity of Archetypes:

The Everyman appreciates quality and dependability in their brands. They prefer the familiar to the strange, and will emotionally invest in brands that they trust. Think CLOROX.

The Innocent prefers straight-talking, gimmick-free advertising, and is naturally drawn to optimistic brands. Heavy-handed or guilt-inducing advertising is likely to repulse them. Think SNUGGLES.

The Rebel appreciates the unconventional and forcefully reject the status quo. They are likely to value unique or shocking content with no obvious ‘sell’ to it. Think LEVI’S.

Once you embody an Archetype, writing in a brand tone will be easier for you and everyone on your team.

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