A guide to finding your brand’s unique tone of voice

29 Oct

Have you ever read something and felt like it was speaking directly to you?

That’s the magic of Tone of Voice (TOV).

Your brand’s TOV is simply the way your business talks to its audience.

It’s the tone you use to talk to potential clients or customers across every platform, in every piece of content.

But, TOV is more than just choosing a few key words or phrases. It’s the overall strategy of how you use language when your brand speaks. Think of it as the personality, value and feel of your brand communicated through copy.

I’m of the opinion that almost anyone with an online presence could do with defining their tone of voice. It’s relevant whether you’re a company employing thousands of people or a freelance creative team of one.

Getting your TOV right - and importantly, making it suit your brand’s personality and unique offering - can make all the difference to your success.

It’s the difference between someone continuing to scroll or click on your profile/website/link to see more about what you have to offer.

A strong TOV means your content is more likely to stick.

But, if your brand’s TOV falls flat, it can leave your audience unsure of who you are - or what you’re about.

So how do you define - or refine - you brand’s TOV? Here are a few simple questions to get you started.

Scrabble pieces are scattered around a table. In the centre of the image, four of the tiles spell out the word "tone". — Image via pexels.com

How to Define Your Brand's Tone of Voice and Personality

1. If Your Brand Were a Person, How Would They Speak?

Think of your brand as a person and picture them speaking to your audience. This approach helps you get specific about tone and style. Make them a fully-formed character, if that helps. Figure out what it would be like to talk to them.

Are they warm, friendly, and approachable? Or maybe they’re a bit edgy, direct, and full of personality? For example, a lifestyle and culture brand could go for:

Warm and relatable. Think of your favourite wellness brand or cozy home decor line. This TOV is likely to be soothing and makes audiences feel at ease. You’d feel totally calm in their presence.
Bold and confident. Perfect for brands that celebrate individuality and self-expression, like fashion labels or creative studios. You’d probably feel inspired and full of creativity talking to this person.
Fun and energetic. This often works well with beauty, entertainment, or leisure brands that bring excitement and a bit of flair. You’d feel full of energy after chatting to this person.

Thinking of your brand as a person can help you refine your TOV to be exactly what you want it to be.

2. What Do You Want People to Feel When They Read Your Content?

Your TOV should aim to create a certain feeling (or set of feelings) in your audience. How you want your audience to feel should align with your brand’s mission and values.

For lifestyle brands, this could mean creating an experience that feels inspiring, motivating, or comforting. Consider what you want people to feel, and let that guide your voice.

That could be:

Inspired and aspirational. Many lifestyle brands - like fitness or travel brands - aim to inspire a positive change. Using an uplifting, positive tone works well here - and should fill your audience with positive emotions.
Comforted and understood. Especially in wellness and mental health, a calm and reassuring tone helps audiences feel seen and supported.
Excited and upbeat: For brands that thrive on creating memorable moments, like event planning or nightlife, using a fun and engaging tone can make the brand feel more alive and inviting.

Deciding on the emotions you want to inspire will give you a roadmap for your TOV.

3. Who Is Your Target Audience, and How Do They Communicate?

Knowing your audience is a foundational step for finding your brand’s TOV - and, of course, your brand in general.

Think about how they speak, how they prefer to be spoken to, and how they engage with content. Are they looking for conversational and straightforward, or do they enjoy a little playful or creative language?

Here are a few points to think about:

Audience demographics. Think about their age, lifestyle, and interests. A younger crowd might respond well to casual or humorous content, while older audiences might prefer a slightly more polished voice.
Lifestyle and values. Lifestyle and culture brands, in particular, cater to people with specific interests or values. Are they looking for sustainability, convenience, value for money, luxury? Speaking their language directly and with respect will help build trust and connection.
Feedback. If you’ve got them, look at your customer comments and reviews. They can offer insight into the tone your audience uses and expects.

4. Is Your Brand TOV in First-Person, Second or Third-Person?

One key TOV decision is whether you’ll write in first-person (“I” and “we”), second (“you”) or third-person perspective. This affects how personal or formal your content feels.

There’s no right or wrong for this, but generally speaking:

First-person. Using “I” and “We” is more informal and friendly. It works well for brands that want a conversational, inclusive feel.
Second-person. Using “You” in your Tone of Voice is the most direct option. It speaks directly to the audience.
Third-person. Referring to the brand in the third person (e.g., “the brand” or “the company”) creates distance, which can sometimes feel more authoritative or traditional.

Many lifestyle brands prefer a first-person tone because it’s more conversational and inclusive, helping to establish a connection with the audience.

Remember that your “Person” voice might change slightly across platforms. For example, an email receipt to your customer might be written directly to the customer (“Here’s your receipt”), while your company “About” page might opt for first or third person.

But you should still decide if there’s one you want to use most of the time, as it will affect the overall feel of your content.

5. What Sets Your Brand Voice Apart from Competitors?

Your TOV should help you stand out in your own unique way. Don’t be afraid to lean into the quirks or perspectives that make your brand memorable.

Here are a few things to think about when creating your brand TOV:

Unique vocabulary. Maybe you avoid standard industry jargon and opt for a playful, upbeat tone, or you have phrases that only your brand uses consistently. Add in unique words that fit your brand.
Real world storytelling. Bring in real stories and case studies, whether from customers or team members, which can help ground your brand voice in real experiences that feel authentic.
A memorable vibe. Does your brand live for the drama, or is it deeply down-to-earth? Choose characteristics that make sense and keep them consistent in your voice.

An aerial view shows a person's hands typing on a keyboard. They are surrounded by blank pieces of paper and pens. — Image via pexels.com

How to Create a Brand Tone of Voice Document

Once you’ve explored what your brand’s TOV might look like, creating a Tone of Voice document can help you keep it consistent across all platforms.

A TOV document is basically a resource that gives everyone on your team (or any freelancers you hire) clear guidelines on how your brand sounds. It makes sure everyone is on the same page (literally) when it comes to your brand’s language.

Here are some things you might want to include in your brand TOV document.

1. Overview of Brand Personality

Start by describing your brand’s personality traits. Is it optimistic, professional, or adventurous? Quirky, formal or playful? Sum up the feel of your brand’s voice in a few key words that all of your copy should encapsulate.

2. Key Audience Details

Add a quick breakdown of your target audience and the type of language that you think will connect with them. For example, are they a younger crowd who will know all the latest Gen Z lingo? Or, do they have a particular hobby or interest that comes with its own terms and phrases? Defining the audience helps writers remember who they’re speaking to and makes your tone more likely to feel relatable.

3. Tone Dos and Don’ts

Here’s where you can finally get down to specific examples of how your want your brand’s language to be. Include a section with concrete examples of your TOV. For example, if your brand’s TOV is casual, specify that you prefer “we’re” over “we are” or “hi” over “hello.” If there are certain words or phrases that you never want your brand to use, list them here as well.

4. Language and Style Guide

In this section, include specifics on language, such as any industry-specific terms or jargon you want to use (or avoid), along with any specific punctuation or grammar preferences. Some of this may overlap with the last section, but here’s where you get into more detail.

Some useful things to include are:

Regional language varieties: Are you going to use a particular dialect of language? (i.e UK English or US English?)
Formatting: How are you going to write out acronyms or abbreviations? (i.e. is it brand TOV or brand T.O.V?) Are your headings going to be stylised in sentence or title case? (Title Case Looks Like This)
Numbers: Does your brand write out numbers in numerals (100) or letters (one hundred)? Should you use metric or imperial measurements? How do you write out dates?
Typography and branding: Do you have a particular brand font or text size that should be used across all copy? How does that fit in with the wider visual identity of your brand?
Words and phrases: Are there any commonly misspelt or misused words that writers should watch out for in their copy? Or are there certain terms they should favour or avoid? (Include examples if you can!)
Grammar inconsistencies: Are there any specifics of grammar writers should be aware of? (i.e. Oxford commas, how/when to use hyphens, or what kind of quote marks you’ll use.)

This section is all about giving specific examples of your brand’s language and preferences, so anyone that works with you can be aligned on all copy they create.

5. Real Examples and Case Studies

Use real-life examples of content that represent the voice you’re after, like an Instagram post that nailed the tone, or a case study that shows your brand’s personality perfectly. This helps make the guide practical and easy to follow and gives your staff examples of your copy in the wild.

Benefits of Defining Your Brand Tone of Voice

Ok, so you’ve come this far and you’re thinking: “This all sounds great, but do I/my business really need this?”

Some brands make the mistake of figuring out their TOV way after they’ve even started running the business or thinking that they don’t need it until their business is certain size or has a certain number of staff.

Creating a brand TOV is extremely useful and has long-term benefits, even if you’re a business of one or in your first year of business.

To sum up, here’s why it makes sense to create (or hire someone to create!) you brand’s TOV document:

Consistency: A clear TOV document ensures your brand’s voice remains the same across every platform and piece of content. No more going back and forth with you colleagues about how something should sound.
Recognition: When your tone is distinct, audiences will be able to recognise your brand’s voice and mission. No more wishy-washy and confusing language.
Connection: A well-defined TOV builds trust, especially for lifestyle brands that aim to create personal connections.
Efficiency: When you know your brand’s tone, creating content becomes faster, easier, and more intuitive.

_____________________________________
Want some help with your brand’s TOV? I get it.
Finding the right TOV can take a bit of experimentation, but it’s one of the most important things you can do when creating a memorable brand.
If you’re a lifestyle or culture brand looking to develop a voice that resonates, drop me a message. I’m a freelance writer and content strategist specialising in building unique voices for brands like yours.
Take a look at my freelance content and copywriting services or get in touch for a free consultation.

Rachel Finn