Watch Your Tone!

Tone is an aspect of writing that helps a reader understand your unique point of view. The tone of writing you use for your business—on your website, social media platforms, and even email marketing— can influence how your audience views your brand. Tone of voice is a crucial component for successful marketing campaigns because it creates an identity for your company and differentiates your brand from your competitors. Besides defining how your brand looks, it’s also important to define how it speaks.

What are some examples of brands with strong tones of voice?

Old Spice, the infamous brand of men’s deodorant and aftershaves, is an excellent example of how playfulness in your words and tone of voice can influence the overall image of your brand. Using phrases like, “Get ready for serious beardness” to navigate website users to shop their beard products, Old Spice’s use of a consistent tone of voice with some witty humor helped them dominate the deodorant aisle.

In other cases, a tech product might have a more functional tone of voice, a fine jewelry store has an elegant one, or a trucking company may have a bold and aggressive one. There are many tones you explore when thinking about how you want to express your brand.

A unique tone of voice should be memorable, recognizable, and distinctive to your brand. At the end of the day, your tone should be tailored to what will resonate with your target audience and make them interested in what you have to offer.

To learn more about different elements of your brand, check out this article on telling your overall brand story.