In plain English
It's like recognising a friend on the phone before they say their name. The way they talk is theirs. A brand with a clear tone of voice is recognisable the same way.
Used in a sentence
“The tone of voice guide says we write plainly and warmly, and never use jargon a homeowner wouldn't use.”
“Our website sounded like a bank, but our team sounds like neighbours, and customers noticed the gap.”
In detail
A tone of voice is usually described with a few traits, like plain, warm and confident, each with examples of what that means and doesn't mean. It covers word choice, sentence length, how formal you are, whether you use humour and words you always or never use.
Consistency is the point. When your website, emails, social posts and replies to reviews all sound like the same business, customers trust it more. A short guide with examples helps everyone who writes for you, from staff to an agency, sound the same.
Why it matters for your business
A consistent tone of voice makes your business sound like itself everywhere, which builds trust.
- Recognisable in every message
- Easier for staff to write well
- Matches how your team really talks
Easy to mix up
Tone of voice isn't what you say; it's how you say it. Your positioning decides the message, your tone of voice decides the sound.
Related terms
Positioning and Logo. Or browse the whole glossary.
