Why your brand needs a tone of voice (and how to find it)

When most people think about branding, they picture logos, colour palettes and clever taglines. Those are important, of course. But there’s another piece of the puzzle that often gets overlooked: your tone of voice.

Your tone of voice is simply how your brand sounds when it speaks. It’s the language, style and personality that come through in your emails, social posts, website copy and even the small details, like your order confirmations.

How to find your tone of voice

Many businesses find this tricky at first. The best place to begin is with your brand’s core values.

Start by asking yourself (or your team):

·         What do we stand for?

·         What do we want people to feel after interacting with us?

·         Are we here to educate, inspire, entertain or reassure?

Maybe your brand is all about making life simpler, so your tone might be calm and clear. Or perhaps you’re passionate about creativity and pushing boundaries, in which case your voice could be energetic, playful or even a touch rebellious.

Pay attention to the words you use naturally. Are you more conversational or formal? Do you love short, punchy lines or more descriptive stories?

A helpful exercise:

Imagine sitting down for a coffee with your ideal customer. How would you speak? Would you keep it light and friendly, or more polished and expert?

This simple scenario often reveals a lot. It steers you away from generic, corporate language and helps your brand sound more like a person.

How to build it (and make sure it’s consistent)

Once you’ve explored your values and audience, the next step is to capture it all in a straightforward guide. This doesn’t have to be a big fancy document , even a one-pager can be incredibly useful.

A good guide might include:

• 3-5 words that describe your personality, e.g. “Warm, honest, a little witty.”

• Short examples of your style, like how you’d greet someone in an email or sign off a social caption.

• Words or phrases to use and to avoid. For instance:

  • We say: “Let’s chat”

  • We don’t say: “Submit your enquiry”

  • We say: “Simple ideas that work”

  • We don’t say: “Innovative, disruptive solutions”

• Guidelines on formality. Are contractions OK? Emojis? Is humour encouraged or best left out?

• Guidelines for using AI. If your team uses AI tools to draft content, give them a simple prompt to maintain your tone. For example:

  • “Write this in a warm, honest, slightly witty tone that feels human and clear. Avoid jargon and overly salesy language.”

The goal isn’t to restrict you - it’s to give you a clear framework so your brand feels consistent, no matter who’s writing.

Getting your team (or future team) on board

One of the best (but often overlooked) benefits of having a clear tone of voice is how it builds your brand culture internally, too.

When everyone knows how your brand “talks”, they also understand more deeply what your brand stands for. It becomes easier to make decisions, write posts, reply to customers, and even brainstorm new ideas, because you’re all guided by the same voice and values.

A few simple ways to embed this:

• Run a short workshop where your team (or freelancers) practise writing posts or replies in your tone.

• Share great examples when you see them, so it becomes second nature.

• Keep updating your guide as your brand grows, so it’s always a true reflection of who you are.

• It’s not just about consistency. It’s about giving your team a sense of ownership and pride in how your brand comes across.

The bottom line

A clear tone of voice doesn’t just sell. It builds trust, strengthens your brand culture and makes your business feel unmistakably you - whether it’s your founder speaking or your newest hire.