Why Every Brand Should Have a Tone of Voice, With Examples

“People like consistency,” according to the J. Crew Group’s chairman, Millard Drexler. And it’s easy to see why this is the case within the world of branding. Whether a retail store or another business model, building solid connections with an audience is accomplished via a consistent brand tone of voice.

Tone of voice guidelines specify how a business should communicate with potential and existing customers. Equally, you’ll stand out in a crowded market, broadcasting your brand philosophy across different channels. This includes websites, printed materials, and social media.

Never one to leave you in the dark, this blog will break down the definition of voice tone, explaining why it matters while showcasing tone of voice examples.

What Is a Brand Tone of Voice?

The definition of voice tone is how a business or organisation says what it wants to say to the world. It should use a memorable and unique style to convey its business identity to readers. Tone of voice differs from other branding elements, including logo development, colour palette, and company name. Here, written text is king!

More subtle than visual identity, tone of voice is expressed in word form and is arguably not as eye-catching as images. Yet, it plays a significant role in how the public views you. Never self-obsessed; you must understand your customer, too.

The brand tone of voice you put out into the world will reflect your business:

• Personality

• Values

• Story

• Goals

• Culture

Therefore, we recommend taking control of the narrative. The following tone of voice guidelines will help you to avoid inconsistent, unprofessional, and lacklustre content.

Why Is Tone of Voice Important for Brands?

It Helps Brands Stand Out

No business wants to fall into obscurity. Well-rounded guidelines with clear tone of voice ‘do’s and ‘don’ts’ help those speaking for the company stay on-brand.

A defined tone of voice also distinguishes you from the competition. Oatly, for example, has shaken up and added humour to environmental themes. Selling (once-scorned) oat milk, they release campaign statements such as “It’s like milk, but made for humans”. Clearly, taking a different approach to other milk alternative brands has been fruitful.

Improved Consistency and Clarity

Having a consistent tone of voice means your audience won’t become confused about what you sell and who it’s for. Consider ‘Business A’, which employs three people to work on their social media, print brochures, and web content. It’s likely that each will interpret their employer’s brand in a different way, causing confusion for those who’ll view these marketing assets.

However, ‘Business B’ has taken the time to craft company-wide tone of voice guidelines that act as a blueprint for consistent communications. Anyone researching or following the company will view content in the style the brand intended.

Not only helpful for potential customers who start to recognise the brand, it can also save on mistakes, writer confusion and failed campaigns. Here, tone of voice is a form of staff training, ensuring the avoidance of poor public relations and financial losses.

Trust through Repetition

Your chosen tone of voice can have a real impact on engagement with your target audience. This factor matters more to consumers than loving a brand, high-quality customer service or value for money according to an Edelman Trust Barometer Special Report. Rather, 88% of participants viewed trust as “critical or important”. The more they recognise and view your brand’s core messaging, the more they will start to consider you over the competition.

There’s also comfort in the familiar. The psychological term ‘mere exposure effect’ theorises that “The more you see (an) ad, the more familiar the product seems and the more likely you are to purchase it”. While other factors exist, this shows the power that consistent exposure to a brand wields. Repeated slogans and vocabulary are pivotal during this process.

Deeper Customer Relationships

Your brand can’t be all things to all people. Rather, embracing tone of voice guidelines steers the right people towards what you offer. Luxury designers (including Prada) proudly embrace their aspirational lifestyle (and price point) with formal and authoritative copy:

“Prada Group is a global leader in luxury, with a thoughtful and pioneering vision. We own some of the world’s most prestigious brands”.

Marketed to high-end customers, this ‘Who We Are’ statement suits their exclusivity. It demonstrates how a tone of voice can connect with their high-income target audience who values heritage.

Creating this identity boosts brand loyalty. It resonates deeply with their target audience. And it’s quite the contrast from Oatly’s humour. But neither approach is wrong. They’re just different tone of voice examples that embody the values of their different customers.

Tone of Voice Examples

Successful brands don’t post without prepared brand and content strategies. Tone of voice should be no different. Brands reside on several spectrums, according to ‘the four dimensions of tone of voice’ theory.

Formal and Casual

Adobe includes the third-person and technical language. Its ‘About’ page has the phrase “amplifies human ingenuity”. It projects professionalism.

Netflix’s FAQ section also uses the third person but this resembles a casual chat with a friend by using the contraction “there’s,” alongside (benefit-led) conversational language:

“You can watch as much as you want, whenever you want - all for one monthly price”.

Serious and Funny

A serious tone is favoured by regulated charities and legal firms. Citizens Advice sticks to the facts and presents statistics, including “Citizens Advice helped 2.67 million people last year”.

By contrast, Old Spice adopts tongue-in-cheek copy like “Brush up on your swagger,” NightPanther deodorant and their Manbook blog to entice customers.

Respectful and Irreverent

Dove are compassionate and warm. Their first-person statement “We want women and girls of all ages to see beauty as a source of confidence, not anxiety” echoes their #KeepHerConfident initiative.

Conversely, OffLimits Cereal is irreverent with a rebellious streak. It states” “In a world full of rules, we do what's OffLimits. Our offensively delicious cereal”.

Matter-of-Fact and Enthusiastic

Insurer SunLife states the terms of its over 50’s policies in plain language, stating “You're only fully covered after you've had the plan for one year”.

While Duolingo promotes itself as “The free, fun, and effective way to learn a language!”. Notice the friendly alliteration and three-part list.

Seeking Expert Guidance with Your Brand’s Tone of Voice?

Brand tone of voice documents are a beacon. Helping you stand out, remain consistent, and provide clarity for stakeholders will help you forge trusted customer relationships. De Bono Marketing cultivates noteworthy brands that resonate, tracking campaigns with measurable results.

Contact our team to explore the possibilities and receive effective tone of voice guidelines. Minus the fluff.

Contact us today