What is tone of voice and why does it matter?

The tone of voice in marketing refers to the style, attitude and personality conveyed through written or spoken content used to promote a brand, product or service. This includes the choice of words, sentence structure, grammar and overall message style used by a company or organization in their marketing communications. The importance of tone of voice in marketing cannot be overstated.

In the world of marketing and branding, ‘tone of voice’ is a phrase you’ll hear used often. It describes the way in which the character and brand values of a business come across to anyone who comes into contact with it, in both written and spoken communication. It’s less about what’s said than how it’s said, and the impression left on anyone who hears or reads your company’s messages.

Sticking to a well-defined writing style helps you maintain a consistent brand. It helps you write efficiently, and ensures consistency in style, spelling and grammar. It also helps your customers feel like they’re talking to the same person every time they engage with your brand. Choosing the right tone helps ensure that the intended message is effectively conveyed and understood.

Your tone of voice should be adaptable to different communication channels and formats. Whether it’s social media, email, website content or customer service, the tone must match the medium while maintaining consistency in the overall brand voice.

Multinational firms including Google, Microsoft, O2 and Philips have all recently...