Why Tone of Voice Matters and How to Tailor Your Content for Maximum Effect

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Written by : Linda Thomas

Tags: Email Marketing, Sales

Why Tone of Voice Matters and How to Tailor Your Content for Maximum Effect

Think about the last time you read something that made you laugh out loud. Chances are, the author had a very distinct tone that you could hear as you read their words. Tone of voice is one of the most important aspects of your brand, and it’s something many business owners overlook. 


What is tone of voice?

Tone of voice (also referred to as TOV, brand voice, or simply tone) is the personality that comes through in your content. In writing, it’s the specific words you use, and how you use them, that set you apart from your competitors and makes your brand memorable . Your tone can anything you want it to be. Helpful, aggressive, soft, serious, funny, formal or casual, direct, scattered or professional or dramatic. The important thing is that it’s consistent across all of your content and resonates (in a good way) with your target audience. 


What gives writing a tone?

The words you use, the sentence structure, and the overall attitude of your content all contribute to its tone. For example, if you’re writing for a luxury brand, you’ll want to use language that is more formal and elevated than if you were writing for a casual lifestyle brand. 

Why tone matters

Tone of voice is a big deal because it’s one of the best ways to help you connect with your audience on a deeper level. This is pretty important considering that 65% of customers say they feel emotionally connected to brands that show they care. 


When done well, tone can make your content more relatable, engaging, and memorable. It can also help build trust with your readers by conveying your values and attitude in a way that is authentic and consistent.  


In fact, According to Forbes, customers instinctively recognize the way they are addressed and spoken to, which then significantly impacts their entire view of a brand 


How do I find my tone of voice?

The best way to choose a tone of voice for your brand is to think about what kind of personality you want to convey. Do you sound like a friendly expert? A no-nonsense authority figure? 

(Pst: Grammarly has done a lot of the hard work with by providing clear examples in their guide to tone of voice.)


When deciding on your tone of voice, think about the following: 

  • Your industry – look at how your competitors speak to their customers. And how customers respond to them. 
  • Your audience – get to know your audience.  Understand what their wants and needs are, and how they speak to you and each other. You should use language they understand and relate to. 
  • What platforms you’re using –  If your business communicates mostly through blogs and social media you can use a more relaxed tone. If you’re generating leads through white papers, you might like to take a more formal approach. 
  • Your purpose – look at what your business is trying to achieve and if your current tone helps or hinders your efforts.  

If you’re not sure where to start, consider hiring a copywriter or content marketing agency to help you define and refine your brand’s tone of voice. With their help, you can create content that resonates with your audience and helps you achieve your business goals. 

How to make tone consistent across all marketing material


Once you’ve decided on your tone of voice, it’s important to make sure that your tone carries through to your website copy to your email marketing and, of course, your social media. 


An easy way to ensure consistency is to create a brand voice guide for your content.  Creating a style guide can help ensure that all of your content has the same look and feel, regardless of who writes it or where it’s published


Your guide should outline the rules content creators are to follow, including things like the types of words they should and shouldn’t use, a writing guide, how certain topics should be approached, and what level of enthusiasm or attitude the content should convey, plus examples they can use for each of your channels. 


Does your brand have a strong, consistent tone of voice? If not, what are some changes you could make to ensure that it does?  


Share your thoughts in the comments below!

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