Tone of voice
Content and brand
Content and brand
Tone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
It shows in details: formal or informal, short sentences or long, jargon or plain language, superlatives or evidence. A consistent tone makes you recognisable in an inbox full of lookalikes.
Record it with examples rather than adjectives. 'Accessible' means something different to everyone; two columns of 'like this' and 'not like this' are usable immediately.
Related terms
- CopywritingCopywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.