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Unleashing the power of your brand’s tone of voice  

Woman in pink jumper smilie shouting into a megaphone on a purple background.

Your brand’s tone of voice is an incredibly important part of your identity, and it’s what helps you stand out in a crowd.  

But it’s not just about what you say, it’s how you say it. In this article, we’ll explore the significance of your brand’s tone of voice, how to craft it compellingly, and share some examples of brands we think have totally nailed their tone of voice.  

What is a tone of voice? 

Your tone of voice encapsulates your brand’s personality and attitude expressed through language. 🌈 Beautiful, beautiful words! 🌈 

It’s the distinct flavour that enhances every interaction your audience has with your brand, whether it’s a social media post, email, or even podcast. It’s how your brand communicates its message, that distinguishes you from your competitors. A compelling and consistent tone of voice will help you build better rapport and connections with your audience – and who doesn’t want that? 

Why is tone of voice important?  

Your brand’s tone of voice is super important. It’s the key to forging emotional connections with your audience, fostering brand loyalty and driving engagement. Let’s face it, we don’t tend to feel strongly in a positive way about dull boring brands. Yawn. 

But consistency really is the key! A consistent and well-defined tone of voice helps establish your brand identity and trust. The marketplace is mayhem, everyone is trying to get the attention of their audience. A compelling tone of voice can really be the difference between being ignored and being remembered.  

What to consider when creating your brand’s tone of voice 

There are a few key things you need to consider when creating your town of voice.  

Identify your audience personas and how they like being spoken to 

It’s imperative you know and understand who your target audience is. You need to create detailed audience personas that outline demographics, psychographics, pain points, and more. 
You need to speak in an authentic voice for your brand, but it also needs to resonate with your target audience personas. You want to be helpful and relatable to them if you want them to engage with you.  

Decide how you’re going to speak on different platforms

Comms isn’t a one-size-fits-all thing, different platforms and situations call for different approaches. Your tone on Instagram might be more casual and playful, while on LinkedIn, it may lean towards professionalism. You want to adapt your tone to suit the platform’s nuances while maintaining consistency in the overarching brand personality. 


Document everything and be consistent 

As with all the good things in comms, consistency is key to establishing brand trust and recognition. We always recommend that you document your tone of voice guidelines meticulously, outlining preferred vocabulary, grammar rules, and stylistic elements. Then ensure your whole team has access and is familiar with these guidelines and adhere to them across all communication channels. 


How to unleash the power of your brand’s tone of voice 

  1. Embrace authenticity: Let your brand’s personality shine through authentically. Avoid trying to mimic your competitors or adopting a tone that doesn’t align with your brand values.
  2. Inject emotion: Emotion is a powerful tool for forging connections. Infuse your tone with empathy, humour, or excitement, depending on the context and audience. 
  3. Stay relevant: Keep abreast of current trends, cultural shifts, and changes in your audience’s preferences – make sure you’re inclusive and accessible. Adjust your tone as needed to stay relevant and resonate with your audience. 
  4. Listen and adapt: Pay attention to feedback from your audience. Monitor engagement metrics and adjust your tone based on what resonates best with your audience. 


Tone of voice examples 

OK, let’s get down to the juicy bit! We have some examples of brands we think have totally nailed their tone of voice.  

Fenty Beauty 

Fenty Beauty’s tone is empowering and inclusive, celebrating diversity and individuality. Their communication exudes confidence and authenticity, resonating with consumers of all backgrounds. It feels authentically Rihanna!

Above the fold on their homepage is filled with engaging personality! Plus, I’m obsessed with fun alliteration – hello Fenty faves! 


Innocent’s tone is friendly, playful, and whimsical, with a touch of British humour. They engage with their audience in a conversational manner, making mundane topics feel light-hearted and enjoyable. 

Currently their homepage has a fun horoscope that tells you exactly who they are! 

Unexpectedly interested in crushed fruit indeed! Innocent clearly has fun with its voice, which makes us. the audience, have fun too! 


Oatly’s tone is irreverent and rebellious, challenging conventions and poking fun at industry norms. Their communication is witty, sarcastic, and refreshingly honest, appealing to consumers looking for something different. 

Oatly’s website is wild and goes side to side – very unconventional! They even make their packaging fun to read.  


Slack’s tone is professional yet approachable, reflecting the platform’s dual purpose as a productivity tool and a communication hub. Their messaging is clear, concise, and user-focused, facilitating seamless collaboration. 

Your brand’s tone of voice is a powerful tool that can elevate your brand above the noise, forging lasting connections with your audience and driving brand loyalty. By carefully crafting and consistently deploying your tone of voice across all touchpoints, you can unleash its full potential and create a memorable brand experience.  

Need a little help refining and documenting your tone of voice? Let us know. We’d love to help.