Choosing the appropriate voice and tone for your brand is crucial to creating a memorable and authentic brand personality that resonates with your target audience. The tone you use in your communication can affect how customers perceive your brand and whether they identify with it. By selecting the right voice and tone, you can differentiate your brand from competitors and build a strong relationship with your audience.

What is the tone of voice?

The tone of voice is the style, attitude, and emotion conveyed through the words and language used in communication. It is a critical aspect of branding as it can influence how customers perceive and engage with your brand. The right tone of voice can differentiate your brand from competitors and create a memorable and authentic brand personality. It can help build a relationship between your brand and your target audience, creating an emotional connection that fosters loyalty and advocacy.

There are several key tips to remember when selecting the right voice and tone for your brand.

Know your audience

Know your audience

To understand your audience, you can conduct market research to gain insights into their demographics, preferences, interests, and behaviors. By doing so, you can tailor your messaging and communication to better resonate with them. For instance, if your audience is primarily millennials, use a more casual and conversational tone that reflects their values and lifestyle. Additionally, understanding your audience may help you avoid common communication pitfalls, such as using jargon or technical terms your audience may not understand. Instead, you can use language that is accessible and easy to comprehend, ensuring that your message is clear and engaging. This effort, in turn, can help improve brand recognition and customer engagement, ultimately leading to increased sales and revenue.

Define your brand personality

Defining your brand personality helps to create a consistent and recognizable brand identity. You should consider your company’s values, mission, and vision. Consider how you want your brand to be perceived and what emotions you want it to evoke in your customers. After establishing your brand’s character, you can choose a style of language and communication that is consistent with it. For example, if your brand personality is friendly and approachable, you may use a conversational tone with a touch of humor. Conversely, you may use a more formal and authoritative tone if your brand personality is professional and serious. The key is to ensure that your voice and tone consistently reflect your brand personality across all communication channels, including your website, social media, advertising, and customer service. For instance, if you use digital signage displays as one of the channels you must be sure that all content you make and broadcast matches your tone of voice criteria in terms of color, font, and imagery. For example, bright colors and playful fonts can suggest a more playful and fun tone, while more subdued colors and formal fonts can suggest a more serious and professional tone.

Consider your industry and competitors

Your industry can influence the voice and tone you choose for your brand, as certain industries may require a more formal or professional tone, while others may allow for a more casual or humorous tone. Understanding your industry and the expectations of your audience can help you choose a voice and tone that sets you apart and effectively communicates your brand values. Similarly, your competitors can also influence your tone of advertisement. It’s important to consider your competitors’ tone of messaging, and their brand personality and values, to ensure that your brand voice stands out and effectively describes your brand identity to your target audience.

Choose the right tools

The right software can help you achieve the specific tone and style you want to convey, making creating content consistent with your brand’s image easier. Whether creating written content or using speech-to-text software to create audio or video content, the right software can make all the difference in the world. When choosing software, consider the features and capabilities that are most important to your brand. Some digital marketing platforms have advanced features to help you create more nuanced and sophisticated content, while others may be more user-friendly and intuitive. Additionally, it’s important to consider the cost and accessibility of the software and any technical support or training that may be necessary.

Audit your current content and messaging


You can start by reviewing your existing content, including your website, social media accounts, email newsletters and other marketing materials. As you review your content, ask yourself if the voice and tone are consistent across all channels. Look for language, messaging, and branding inconsistencies that could confuse your audience. Next, you can evaluate how well your current voice and tone align with your target population and brand personality. Does your current voice and tone accurately reflect your brand personality? If not, consider changing your content and messaging to align better with your brand identity. Auditing your content and messaging can help you identify areas for improvement and make changes.

Document everything

This process helps you maintain consistency and avoid confusion or misunderstandings regarding your brand’s message. Start by identifying your brand’s values and personality, and document them clearly and concisely. This organization will help you understand what language, tone, and voice align with your brand. Next, you can create a document that outlines the tone and voice you will use for different types of communication. For instance, you may choose a more formal tone for business proposals, while social media posts may require a more casual and conversational tone. Recording these guidelines will ensure a match between your content’s voice and tone to what your targeted audience expects. Additionally, having a clear guide to refer to can help your team members always concur with your brand’s voice and tone.


The voice and tone of your brand are crucial elements that can build or break your business. Choosing the right voice and tone can help you create a strong brand personality that fosters a connection with your prospects. Your voice and tone should be consistent across all your marketing channels, from your website and social media platforms to your email marketing campaigns and advertising. Additionally, it should be authentic, consistent, and engaging. To choose the right voice and tone for your brand, start by understanding your audience and your brand’s personality. And if you need to convey your messages with the right voice of tone over the digital signage displays, then don’t forget to include Look DS service in your marketing set of tools.