When it comes to brand writing, voice and tone are two of the most powerful tools a writer has.
They’re not just stylistic choices – they define how a brand connects with its audience.
In this article, we’ll explore how writers can adapt their writing style for various brands, to create authentic and engaging content that resonates with readers.
Voice and Tone In Writing: Are They REALLY Important?
In brand communication, voice is the unique personality that characterizes all of a brand’s messaging.
It’s the consistent, unchanging element that reflects your brand’s core values, mission, and persona.
For example, Apple’s voice is sophisticated and innovative, while Nike’s voice is inspiring and bold.
On the other hand, tone is adaptable, changing to suit the context, audience, or emotional intent of the message.
Your writing tone can be conversational, formal, humorous, or serious, depending on who and where you are writing for.
However, a mismatch in tone can confuse audiences and dilute a brand’s credibility.
This is where you will need a tool known as a brand style guide.
A style guide includes preferred language, key messages, and examples that writers can follow to ensure their writing stays on-brand.
Most companies provide these guidelines to help writers understand the brand’s personality and approach.
First Up, Let’s Cover The Basics
1. Identifying a brand’s personality
To effectively write for a brand, you need to start with researching the brand’s mission, core values, and target audience.
Examine their existing content, whether it’s on the website, social media, or other digital platforms, to understand the tone they use to speak to their audience.
For example, if a brand is geared towards millennials and Gen Z, its tone might be conversational, using relatable language and current slang.
Contrastingly, if a brand’s targeting professionals in the finance industry likely prioritizes a formal, authoritative tone.
2. Adjusting your tone, so people will read
A brand’s tone can shift depending on the platform, the purpose of the content, and the target audience’s needs or emotional state.
For example, a brand might use a conversational tone on social media but switch to a more formal tone in corporate reports or official communications.
Consider a healthcare brand, which might need a reassuring, empathetic tone when addressing patients and a more authoritative tone when communicating with medical professionals.
For instance, an insurance brand may want to take on a compassionate tone when addressing claims for loss or accident, while a fashion brand may use a lively, upbeat tone to promote new seasonal styles.
3. How do you stay consistent?
Writers can start by familiarizing themselves with the brand’s style guide, which typically includes guidelines for preferred language, phrasing, and tone.
For example, brands like Nike and Apple carefully control their messaging, using simple, powerful language that resonates with their audience across all touchpoints.
To keep a consistent brand voice, writers should use words and phrases that evoke the brand’s essence.
For instance, Nike’s choice of words, such as “push,†“achieve,†and “challenge,†reflects its empowering message.
Writers should avoid straying from the brand’s preferred vocabulary, as inconsistent language can disrupt the brand’s image and confuse the audience.
Types of Brand Voices and How to Adapt to Them
1. Friendly and Approachable Voice
Brands with a friendly, approachable voice focus on connecting with consumers in a relatable way. This voice often uses casual language, empathy, and encouragement to create a sense of warmth.
Consumer-focused brands like HelloFresh or Canva typically use this type of voice. For example, language like “We’ve got your back!†or “Create amazing designs in minutes†helps foster a personal, supportive tone.
2. Professional and Authoritative Voice
For brands in industries like finance, legal, or technology, a professional and authoritative voice is often most appropriate. This type of voice relies on precise language, industry jargon, and a formal tone to establish expertise and trustworthiness.
Companies like IBM or Goldman Sachs, for example, use a serious, reliable voice. Writers adapting to this voice should focus on clarity, factual accuracy, and an informative tone that inspires confidence.
3. Playful and Energetic Voice
Brands in entertainment, lifestyle, or youth-oriented industries might adopt a playful, energetic voice. This style is vibrant, fun, and filled with personality, often using humor, puns, and exclamation marks to engage readers.
Brands like Taco Bell and Wendy’s have mastered this type of voice on social media. Language for this voice includes catchy, fun phrases like “Stay spicy!†or “Fuel your flavor cravings!†Writers adapting to a playful voice can focus on creativity, humor, and an informal tone.
4. Calm and Reassuring Voice
Healthcare, wellness, and insurance brands often use a calm and reassuring voice to convey empathy and trust. For example, a health insurance brand might use gentle, comforting language, such as “We’re here to help you every step of the way.â€
This type of voice communicates care, safety, and support, aiming to make readers feel secure. Writers can use comforting words and a steady, sincere tone to create a reassuring voice that resonates with readers’ emotions.
This type of voice communicates care, safety, and support, aiming to make readers feel secure. Writers can use comforting words and a steady, sincere tone to create a reassuring voice that resonates with readers’ emotions.
According to branding expert Ann Handley, maintaining consistency while adjusting tone is essential for building trust. “People notice subtle shifts in tone, and consistency across platforms helps reinforce a reliable brand image,†she says.
Handley suggests that writers can benefit from actively studying the brand’s audience, tailoring tone based on their values, and using brand guidelines as a foundation for adaptation.
10 Tips to make sure Your Voice and Tone Fits Different Brands
- Review the brand’s mission, values, and audience for insight.
- Observe the tone and style in existing content as a reference.
- Make use of brand guidelines to stay consistent.
- Identify keywords that capture the brand’s essence.
- Adapt tone based on the content format and purpose.
- Use empathy to match the audience’s needs and emotions.
- Practice writing in different voices to improve flexibility.
- Avoid language that conflicts with the brand’s identity.
- Seek feedback from brand managers to refine your approach.
- Update your approach based on evolving brand needs and audience feedback.
Good bye for now! 👋
