Does My Brand Need a Tone of Voice? Absolutely. Here’s why.
So, does your brand really need a tone of voice? Short answer: yes. Longer answer: absolutely, 100%, without a doubt, yas. Because, let’s be real—brands that sound like they’ve been through a corporate blender aren’t going to have anyone lining up for what they’re selling. Even if what they’re selling is a tasty drop of chilled red.
What Even Is a Tone of Voice?
Think of your brand’s tone of voice as its personality. It’s how you show up and speak to your audience—whether you’re giving off “let’s get coffee and chat” vibes or more of a “let’s get this spreadsheet sorted” kind of energy. And here’s the thing: in a world where everyone’s vying for attention, sounding like everyone else isn’t going to get you far.
When your brand has a distinct tone of voice, you:
Stand Out From the Crowd: A unique tone makes you the one that sticks. And the one that sells.
Build Trust and Loyalty: When people feel like your brand gets them, they’re way more likely to become regulars.
Keep It Consistent: Whether you’re on social, your website, or sending emails, a consistent tone means people recognise you before they even see the logo.
What Should My Brand Sound Like?
Glad you asked. Your tone of voice should match your brand’s personality which is an element of your brand strategy. Sure, tone of voice is delivered through copywriting, but it’s not plucked from thin air. It’s grounded in strategic thinking and brand positioning. So if you don’t have a solid brand strategy, slide straight into our DMs stat because you’re going to want to start there.
Done? Ok. After we whip up a smart, strategic and commercially viable brand strategy you’ll have a better understanding of your audience. AKA, who you’re talking to. Until then, consider these three important elements of a good tone of voice strategy:
Know Who You’re Talking To: If your crowd is Gen Z, you might want to go playful and real, like Frank Body’s cheeky “get dirty” vibes. For a more polished crew? Think Go-To Skincare: clean, approachable, with a healthy dollop of fun.
Think of Your Brand as a Person: Imagine your brand as your coolest friend (the one who always knows where the best wine bars are). Are they the life of the party, or the one you call for expert advice? This is called personification, and it’s something we can help you with as part of your brand strategy or when creating a tone of voice guide.
Make Some Rules: Yep, guidelines. Once you know your tone, write it down. We can help with that. This way, anyone writing for your brand knows how to keep things consistent, whether it’s a blog post, email, or a cheeky ‘lil Instagram caption.
Brands That Are Absolutely Nailing It
If you need a little inspo, here are some brands that have mastered their tone:
Frank Body: They’ve got that playful, cheeky, let’s-be-real vibe down. And it works—who doesn’t want a coffee scrub that’s as sassy as they are? It just so happens that our Studio Lead, Bianca Bartolo, used to be frank body’s in-house copywriter. So we should know.
Go-To Skincare: Lighthearted, fun, and refreshingly honest. They talk to you like a best friend who knows way too much about serums but also won’t judge you for skipping a step.
Oatly: Irreverent and bold. They’ve turned the plant milk world on its head by making their voice as fresh as their product.
The Bottom Line: Don’t Be Bland
A brand without a tone of voice? It’s like trying to sell pasta with no sauce. If you want your brand to stand out, it needs to say something in a way that’s unmistakably you. So, take the time to figure out how you want to sound. Or, let words not anchovies do it instead. We’ve got a crew of writers, strategists and creative thinkers who’ve written for Australia, nay, the world’s most iconic brands. Myer, Movember, frank body, Sheet Society to name a few. Led by a studio founder with over 10+ years of global experience, we’ve got the creative chops to help craft a tone of voice that’ll help your brand stand out.
Ready to give your brand a voice that actually gets people talking? We’re here for it—anchovy-free, of course.