Brand Voice and Tone Guidelines: Finding Your Brand’s Unique Personality

Ever notice how you can recognize a friend’s voice even before you see them? That’s what we’re aiming for with your brand’s voice. It’s not just what your brand says but how it says it that builds connections and keeps people coming back. Voice and tone bring your brand’s personality to life, helping your audience recognize you in an instant and feel understood with every interaction. Let’s explore how to craft a voice and tone that feels just right for your brand.

1. What’s the Difference Between Voice and Tone?

Think of your brand’s voice as its personality—it stays consistent no matter the context. Whether you’re launching a new product, addressing a customer issue, or sharing an exciting update, your brand’s voice is like a familiar friend that never changes.

Tone, on the other hand, is more flexible. It adapts to the situation and audience’s needs. While your voice is steady, your tone can shift from enthusiastic to empathetic, or from informative to casual, depending on what’s appropriate for the message.

For example:

• Voice: Friendly, optimistic, and confident.

• Tone (for an exciting announcement): Playful and energetic.

• Tone (for customer support): Calm, understanding, and solution-focused.

2. Start by Defining Your Brand’s Personality

Imagine your brand as a person. Are they playful and spontaneous? Thoughtful and insightful? Maybe they’re reliable, calm, and professional. Narrow down three to five adjectives that best describe your brand’s personality. This will be the foundation of your brand’s voice.

Pro Tip: Gather input from your team or even your customers to see how they perceive your brand. You might get insights you hadn’t thought of, which can add a new layer to your brand’s voice.

3. Understand Your Audience’s Expectations

Your brand’s voice should speak in a way that feels relatable and familiar to your audience. If your audience is young professionals, they might appreciate a more conversational and witty tone. If you’re reaching out to a senior community, perhaps a respectful and reassuring tone will resonate more. Understanding your audience’s preferences will help you shape a voice they connect with.

4. Create a Brand Voice Chart for Consistency

One of the best tools for staying consistent with your voice is a brand voice chart. This is a simple table that lists your brand’s key voice traits and describes how they’re expressed in practice. Here’s a quick example:

Voice Trait	Description	Practical Application
Friendly	Warm and approachable	Use conversational language, avoid jargon
Confident	Knowledgeable but relatable	Share expertise without sounding boastful
Enthusiastic	Energetic and positive	Use exclamation points sparingly, add encouraging words

This chart gives everyone on your team a quick reference guide, ensuring your brand voice is clear across all channels.

Pro Tip: Include some “dos” and “don’ts” for each trait. For example, “Do use inclusive language; don’t use overly technical terms unless necessary.” This keeps everyone on the same page.

5. Adjust Your Tone for Different Scenarios

Even with a consistent voice, your tone should adjust based on the situation. For instance, if you’re responding to customer complaints, a gentle and empathetic tone shows that you care. If you’re launching a new product, an enthusiastic and engaging tone gets people excited.

Here’s a quick look at how tone might shift:

• When making an announcement: Excited but informative. Example: “We can’t wait to share this exciting update with you—here’s what’s new!”

• When addressing customer feedback: Supportive and solution-focused. Example: “Thank you for sharing your thoughts with us. We’re here to help you resolve this right away.”

• When sharing a blog post: Casual and friendly. Example: “Looking for tips to elevate your design game? We’ve got you covered!”

6. Use Words and Phrases That Feel True to Your Brand

Just like your best friends have their own phrases and quirks, your brand voice should include words and expressions that make it distinct. Whether it’s calling customers “friends” instead of “customers” or signing off with a friendly “Cheers,” these small choices help build your unique personality.

Pro Tip: Make a list of words and phrases your brand loves to use, as well as words you avoid. This adds a layer of familiarity and keeps your communication on-brand.

7. Test, Gather Feedback, and Refine

Your brand voice will evolve as you grow and learn more about your audience. Don’t be afraid to test different tones and gather feedback from your audience. If they respond better to a more relaxed tone than a formal one, consider leaning into that. And, as you refine, update your brand voice guidelines to reflect any changes.

Creating a consistent brand voice and adapting your tone as needed doesn’t just make your communication easierm but it is extremely important; it helps people feel they’re interacting with a real personality, not just a business. It’s about building trust, familiarity, and connection—one message at a time.