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  • Writer's pictureajgriffincopy

Who You Talkin' To?! Why Tone of Voice Matters.

Updated: May 24, 2023

Two bakers.

We’ll call them Baker A and Baker B.

Both use the same delicious recipes for their cakes.

Baker A greets his customers each morning with a salutation and smile as warm as his oven-baked goods. Baker B, meanwhile, is distant and aloof. Cold custard. He knows his cakes are scrumptious, and that’s all that matters.



Despite the identical cakes, Baker A with the friendly tone has attracted more customers and built a loyal following.

In the same way, a brand's tone of voice can make or break its success... even if its product or service is similar to that of its competitors.

So, one of the most important aspects of your company’s marketing messaging is crafting the right tone of voice for your brand. In this post, we'll delve into the importance of tone of voice in your brand's marketing, why it's crucial to get it right, and how you can avoid being Baker B.

First things first, let's define tone of voice.

We can think of tone of voice as the personality of your brand expressed through the words and language you use in your marketing communication. It's the way you communicate with your audience, the way you make them feel and the way you want them to perceive your brand.

A brand's tone of voice should be the same across all marketing channels, from social media posts to website copy to email marketing campaigns.

Consistency is key.

So, why is tone of voice important?

  • Differentiation:

Think about it: if every brand in your industry sounds the same, how will your customers distinguish you from the crowd? Your tone of voice is a key element of your brand's personality and it's what makes you stand out.

  • Connection

When you use a consistent tone of voice, you're speaking directly to your customers in a way that resonates with them. This can lead to increased brand loyalty and customer engagement. Plus, we all know that customers make buying decisions based on emotions more than logic. Develop an emotional connection with your customers and you should see an increase in sales.

  • Trust

Build credibility and trust by speaking the language of your customers. Show them that you understand their pain points. Customer research will tell you what these are.

How to develop the right tone of voice for your brand

  • Know your audience

Before you can develop a tone of voice that resonates with your audience, you need to know who they are. Who are your customers? What do they care about? What are their pain points (i.e. specific problems or frustrations your customer may experience while at any stage of dealing with your company)? Once you have a clear understanding of your audience, you can start to craft a tone of voice that speaks to them directly.

  • Be authentic

Forgive me for using this over-used buzzword, but... it’s popular for a reason. Your brand's tone of voice should be an extension of your brand's values and personality. Don't try to be something you're not. If your brand is quirky and irreverent, embrace that in your tone of voice. If your brand is more serious and professional, this should come through in your messaging.

  • Keep it consistent

As I’ve already said, consistency is crucial when it comes to tone of voice. Being consistent across all customer touchpoints helps to build brand recognition and reinforces your brand's personality.

  • Have fun with it

Your tone of voice doesn't have to be dry and boring. Inject some personality into your messaging and have fun with it. Your customers will appreciate it and it can help to make your brand more relatable.

So, there we have it. Go forth and find your brand's voice (or hit the button below) - your customers are waiting to hear from you!

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