Types of tone of voice for brand growth

It’s a well-known fact that a unique communication style will set your brand apart from the competition and ultimately win your business. Still, people forget that this type of differentiation is about more than just your visuals and messaging: It’s not just what you say that counts, but how you say it.

This is why finding the perfect tone of voice for your brand is more than just another stylistic choice—it’s the very foundation on which you’re building audience perception. Your brand voice and tone shape your emotional connections, build trust, and create a consistent identity that your audience can relate to, making your brand both memorable and distinctive.

So, let’s explore the different types of tone of voice, their importance in consistent branding, and how you can leverage them to create stronger, more impactful communication that really stands out. 

Unlike your actual content, which focuses on what you want to say (your message), your tone of voice is all about how you want to say it. In addition to your visual communication, your tone of voice shapes how your audience sees you.

Within branding, tone of voice bridges your values with your audience, ensuring that you reflect your identity and come off as authentic. The emotional layer of your message—the color of it, if you will—leaves a lasting impression on people, no matter if you’re sharing a solemn announcement or a lighthearted tweet. It’s the reflection of your brand’s personality, and it profoundly influences how your entire brand is identified.

Why is the tone of voice important for your brand?

Your tone of voice directly impacts every part of your brand communication, from how your audience perceives your values to how they emotionally connect with your message. Having a consistent tone helps your brand become more recognizable and trustworthy. And no, it’s not just about sounding good; it’s all about building credibility, cultivating trust, and creating an emotional connection with your audience.

The tone of voice often best reflects your brand’s personality, which can significantly influence your prospects’ buying decisions. No matter if you’re trying to inspire confidence, create excitement, or provoke some sense of familiarity — your tone of voice is the vehicle that delivers your message with clarity and impact. Brownie points out that if you’ve got a tone well aligned-with your audience’s expectations. That way, you’ll create a more substantial engagement that helps turn casual onlookers into loyal advocates.

No brand is the same, meaning no tonality is the same. Your brand’s tone of voice can also change a lot depending on your communication situation, the audience, and the goals. Let’s start by exploring some of the basic types of tone of voice and how you could best use them to ensure that your message makes a perfect landing every time.

1. The formal tone

A formal tone shows professionalism and expertise and can help build trust. This tone is often used in industries where accuracy and reliability are essential, like finance, healthcare, or law. Take Goldman Sachs as an example. Their communication perfectly reflects their role as a trusted authority in finance, with polished and detailed messaging that convinces clients of their years of expertise.

You can use a formal tone when discussing serious topics, making an official statement, or engaging with an audience that truly prioritizes professionalism. It’s especially effective for white papers, reports, and corporate presentations, where clarity and authority are key.

2. The casual tone

You’ll know this one when you see it, my friend. The casual tone oozes friendliness and approachability, making it an excellent option for brands trying to connect more personally. Slack, known for its easy and open communication style, uses a casual tone to actively champion collaboration and accessibility. A tone like this breaks down barriers, helping brands look more human and relatable.

This tone also works well for brand social media, customer service, and other types of informal brand messaging. It’s super effective for startups and lifestyle brands seeking community and openness. You could, for example, implement this tone in interactive Instagram Stories or customer engagement initiatives, where a warm and approachable vibe can strengthen relationships, creating messages full of empathy and relatability that strengthen customer loyalty.

3. The humorous tone

This is no laughing matter: Humor can be a fantastic way of grabbing audiences’ attention and setting your brand apart, especially when targeting younger demographics or trying to create a memorable impression. Ed Sheeran’s Heinz commercial is a perfect example of the power of humor in breaking through the noise. The lighthearted approach transforms an everyday product into a relatable conversation starter.

Always remember that humor should align with your brand’s personality and your audience’s expectations to avoid miscommunication. However, humor can turn your marketing efforts into viral sensations, driving engagement and brand awareness.

4. The authoritative tone

An authoritative tone shows confidence and credibility, establishing your brand as a trusted leader in your space. The New York Times exemplifies this with its informative and highly trustworthy content, allowing its brand to become synonymous with reliability in news and analysis.

You can use a tone like this to show expertise, guide decisions, or inspire trust in your audience. It’s an especially great tone for thought leadership articles, in-depth guides, and expert opinion pieces that require your audience’s complete confidence. Try to imagine how this tonality could strengthen your authority as you create detailed case studies, launch a new product, or lead discussions within your industry.

5. The inspirational tone

If you want to change the world, this is your go-to tone, one sentence at a time. An inspirational tone can motivate and empower audiences by simply resonating with their aspirations and values. Nike’s classic and ever-changing “Just Do It” campaign shows how an inspirational tone can drive ambition and perseverance, connecting with people deeply emotionally.

This tone is particularly effective in campaigns that aim to uplift, encourage, or (sometimes) even celebrate achievements. Whether launching a motivational campaign or celebrating customer milestones, an inspirational tone creates a sense of possibility and belonging as if you’re on a journey together. It can be used in community initiatives, sponsorships, or partnerships that align with societal impact, and sharing real-life success stories from customers or team members can make the tone even better.

Defining your brand’s tone of voice is not something you do on a whim. It requires a thought-through approach that ensures alignment with your values, audience, and goals.

Step 1. Conduct audience research

Truly understanding your audience is key to creating a tone that resonates with your customers. Surveys, interviews, and social media insights can help reveal some of their preferences, expectations, and go-to communication styles. Once you’ve identified your audience’s language, values, and overall needs, you can craft a tone that feels both authentic and engaging.

A deep understanding of your audience helps you prepare for their expectations and wishes. A younger audience might appreciate a slightly casual or humorous tone, while older, professional demographics look for added formality and authority. Focus groups and A/B testing can get you some actionable insights into tone effectiveness to better gauge what you need and where. However, tailoring the tone for different audience segments is recommended as it can maximize the message's impact.

Step 2. Analyze your brand values

It’s vital that your tone of voice reflects your brand’s core values and beliefs. Your tone is the general attitude through which you express these values, and it ultimately decides how your audience connects with your brand. You can start by defining key traits representing your brand’s identity (trustworthiness, innovation, or playfulness).

To properly align your tone with your values, think of your brand as a person. What kind of personality would it have? What emotions should it evoke through its interactions? As you answer these questions, ensure your tone consistently reinforces your brand identity. A great idea would be to workshop these ideas with your extended team — that can also help add new perspectives and make the final result a whole lot better.

Step 3. Create your tone of voice guide

A well-defined tone of voice guide helps your brand create more consistent communication across your various platforms and channels. This guide includes things like your preferred vocabulary, example phrases, words you want to avoid, and visual aids that capture your brand’s personality. This guide will serve as a reference for your wider team, helping you speak with a unified voice throughout social media, marketing campaigns, and customer interactions.

If your brand tries to avoid big, tricky words (to improve understanding), for example, make that explicit in your guide. To maintain consistency, you can also highlight things like your preferred adjectives, tone modifiers, and emoji usage (if at all). Continuously training your teams and new starters on your tonality guide can improve alignment across teams and platforms, now and in the future.

You must constantly evaluate your tone of voice to ensure it aligns with your goals and resonates well with your audience. Look at metrics like engagement rates, audience feedback, and general changes in your brand perception.

Social media engagement rates, for example, could indicate whether your tone resonates with your audience. Low engagement could mean a mismatch, forcing you to refine your approach ever so slightly. Feedback from surveys and reviews can also offer great insights into how your audience perceives your tone.

Suppose your current tonality isn’t giving you the desired results (which could also be why you’re reading this). In that case, you should refine it based on your audience’s preferences and performance data. Experimentation and iteration are key to discovering the tone best suits your brand.

Choosing the right tone of voice is essential for building a strong and recognizable brand. By understanding the different types of tone of voice and tailoring your communication to better align with your values and audience, you can create connections that last and foster consumer trust over time. We’ve said it before, and we’ll say it again: Consistency really is key because it helps your audience know what to expect from your brand each step of the way.

Are you looking to refine your brand’s tone of voice? Our brand design firm specializes in creating strategies that don’t just amplify your brand’s personality but its entire impact. Reach out today to transform how you communicate — we’re always happy to chat.