This is How to Define Your Brand’s Tone of Voice (+ Template)

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Social Leap

What is Tone Invoice?

Tone of voice is how a brand communicates and connects with its audience through messaging and customer interactions.

It helps businesses differentiate themselves from the competition and communicate their brand values to their audience.

For example, Old Spice is known for their humorous tone of voice.

Their absurd, memorable ads set them apart from others in the personal care industry:

Tone of voice includes the words and imagery you choose (and the order you put them in) across every content format. Including emails, landing pages, ads, social media posts, blog posts, and more.

By the end of this article, you’ll learn how to:

  • Identify your brand’s values
  • Find the perfect tone of voice for your business
  • Observe how your audience communicates
  • Create and implement a tone of voice guide

Ready to get started?

Use our template to follow along.

Tone of Voice Examples

Nike’s tone of voice is serious and powerful. They’ve run many campaigns over the years encouraging athletes to be the best they can be.

Here’s an example from their “Dream Crazier” campaign:

Many brands also show off a more playful side, as Dunkin’ does in this Instagram post:

Why Tone Voice is Important

The words and images you use shape how your customers view your brand.

Which is crucial, because 88% of respondents in a recent survey said it was important to purchase from brands that they trust.

Think about crafting a personality for your brand—how should your brand “speak” to others? What message should come across?

Nailing down a specific tone of voice will help you:

  • Cut through the competition 
  • Build your brand (and authority)
  • Emulate face-to-face communication

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