A brand’s tone of voice is not what it says, but how it says it. When doing big rebrands and redesigns, we often begin our strategic process not with the visual stuff, but with an exploration of a brand’s way of communicating and connecting with audiences.
TOV is an almost invisible expression of what and who a brand represents in the marketplace. It can be a key differentiator in crowded spaces. It can help form the cornerstone of a company’s strategic process. It can also be the demise of a brand that does not use it wisely.
A tone of voice is more than just a decision to be “funny” or “serious.” It encompasses the words you choose, the order in which you use them, their rhythm, their pace and their intent. A company’s TOV traits can and should inform all of its written copy — from a brand’s website to its social media messages, to brand films, emails, and product packaging.
Below, we’ve created a list of 10 essential TOV traits for brands to consider, and a quick explanation of when (and when not) to use them.