What is tone of voice?
The consistent way a brand communicates in writing: the tone, the choice of words and the personality that shines through.
More details
Tone of voice is about how you say something, not just what you say. A bank sounds different from a challenger brand. Formal or informal, direct or reflective, energetic or calm — these are choices that give your brand a personality. A consistent tone of voice strengthens brand recognition and builds trust over time.
For example…
Innocent started in 1999 with a single line on the bottom of a bottle: ‘Stop looking at my bottom’. A whole style grew out of it — right down to annual reports in plain language with little drawings in between. The brand used the tone consistently everywhere, not just on social. There are two lessons in it. It worked because the tone suited the product: simple drinks with no rubbish in them, so simple language with no pretensions. And it cannot be copied: Innocent was followed by a wave of brands trying to be funny without it making any sense — now mockingly called ‘wackaging’ in the industry.
Source: readallears.substack.comRelated terms