A Full Guide to Tone of Voice You know Michael Scott from The Office , right? The guy who could make you crack up and scratch your head in sheer confusion at the same time.
Ever wondered what his secret sauce was? Was it his quirky choice of words, the way he delivered those lines or just that unique flair? Well, it’s a mix of all that jazz.
And that’s exactly what brands need to master if they want to stick in their clients’ minds like that awkward but lovable boss.
Any successful brand is all about nailing that "tone of voice" (ToV) before even whispering about what they’re selling.
Source: Tenor The Basics You Might Not Need If you’re a skilled marketer, feel free to skip this section because you probably know it all by now. Yet, if you feel like you have some blind spots, we’ve got you covered.
What Is the Tone of Voice? You’ve probably noticed that some brands feel like they’re talking directly to you, while others seem to be in their own world, delivering a dull monologue.
It’s kind of like comparing two friends: one is always excited, using phrases like “fired up” and “can’t wait,” while the stuff you hear from the other comes down to “bruh,” “screwed,” and “whatever.” That’s tone of voice in a nutshell.
While those friends are different, you love both of them. The same works for your brand’s tone of voice – there are tons of options to choose from, and often, there’s more than one right answer.
The two main elements of any tone of voice are:
Vocabulary Intonation We’ll dive into both in more detail below.
Brand Voice vs. Tone of Voice: Is There Any Difference? Oh, absolutely. And no, not really. Confusing? Let’s clear it up.
Brand voice is literally your company’s personality – who you are, 24/7. It’s like the vibe you give off: are you the laid-back friend who cracks jokes or the no-nonsense professional? Whatever it is, your brand voice has to stay consistent.
Tone of voice , on the other hand, shifts with the situation. When announcing exciting news, your tone might be upbeat and energetic.
But when addressing serious matters, it might become calm and thoughtful. You see, it's the same voice but a different tone.
🤓 In short:
Brand voice is your identity. Brand tone is how you express that identity in different scenarios.Why Do You Need a Unique Voice? The main currency these days is attention. As a brand, you seek that (don’t worry, it doesn’t mean you’re an attention-seeker).
There are more brands than ever, and if they all blend into a chorus of indistinguishable voices...well, that’s a problem. How can one hear your brand voice if it is a part of the chorus?
Picture your brand at a wild pool party – loud music, laughter, and overlapping voices forming a white noise. Chances are, no one will remember you.
But if you’ve got a brand voice that stands out – bold, confident, and unmistakably yours – people will naturally gravitate towards what you have to say, whether you’re are a weirdo in a flamingo costume or the most elegant, old-money couple at that party.
What Are the 4 Elements of Tone of Voice? A Kaleidoscope of Choice Source: @MrSoteropoulos on X When it comes to tone of voice, think of it like a buffet with hundreds of dishes. It’s not just about word choice but the entire vibe – the emotions and atmosphere that draw your customers into your brand’s universe.
After all, to make your brand voice heard, you need to infuse it with personality traits. And one trait alone isn’t enough – you need the whole package. Simply put, you’ll need more than one adjective to describe your tone of voice.
There are four main dimensions of tone of voice:
Formal/Casual Serious/Funny Respectful/Irreverent Matter-of-fact/Enthusiastic Source: NN Group Now, how about some guidelines to define a personality through your brand’s voice? Let’s break down these tone of voice types:
Formal Tone vs. Casual Do you imagine your brand as a three-piece suit at a corporate business meeting or more like a relaxed talk over coffee? Many brands lean toward the former because it seems easier to master. But is formal tone really at the core of your brand’s values?
Keep in mind – a casual tone doesn’t always mean chit-chatty or overly humorous; it often brings a more laid-back style that can work well for your business.
Maybe some easy-peasy vocabulary and messaging are exactly what reflects your company’s values. If so, give your brand’s personality some freedom in verbal communication, whether on social media, in person, or in other written content.
Understanding the difference between formal and casual tones is the first step in defining your brand – it’s like choosing between black-and-white or full color. It’s part of your brand's style.
Serious vs. Funny Tone Are you aiming to keep a straight face, or would you prefer language that cracks smiles and maybe even a LOL or two?
No judgment on your humor here; just trying to lighten things up! A humorous tone can be a lifesaver now and then – especially when you're writing a situational post.
Source: @StuLierich on X Yet, what about a serious tone? If you want to convey authority, seriousness is the most logical way to go. A strong brand voice often aligns with the serious delivery of information, which many people associate with professionalism.
So, when should the language be strict, and humor stay out of the picture? When clarity, trust, and authority are the priority.
Respectful vs. Irreverent It might seem like being respectful is a must. Well, not necessarily. If you are surprised by this, you have to see our ‘mean tone of voice cases’ below.
The truth is – today, you can be anyone. And sometimes, to stand out, you might want to be irreverent and cheeky.
But don’t forget – how a brand communicates says a lot about its core values. So, if you dare to be different, it has to be reflected in your positioning and product.
If that’s your direction, consistency is key, even though it's also one of the hardest things to achieve. Maintaining quirky copy style across all channels isn’t easy, but you can always mix it with a casual, conversational tone.
Enthusiastic vs. Matter-of-Fact Is there excitement in your words, like you just can’t wait to tell a story, or is your approach more like ‘just the facts, ma’am’? Think of it as the difference between a fireworks performance and a quiet night under the stars.
Of course, a different tone now and then won't be a deal breaker, but for the most part, your brand voice should be like your brand values – solid and reassuring.
How Can You Find Your Brand’s Tone of Voice? This is a common question. But what if you approached it a bit differently and asked, “How can you invent your brand's tone of voice?”
The thing is, you already know the four dimensions – Formal/Casual, Serious/Funny, Respectful/Irreverent, Matter-of-Fact/Enthusiastic – so you can start with those and figure out the finer shades later.
Here’s a quick and effective checklist to ease your endless doubts:
Identify your core values & personality. Your tone should be unique but grounded in something. What is your brand’s identity? Who are you?Learn from your past tries. What was working well? What felt off? Reflect on past, outdated content to refine your tone of voice.Create a tone board and experiment. Test out different writing styles. You may stumble upon something unexpected that makes you go “BAM! This is what we should sound like!”Check out the rest of the crowd. Remember, you’re not venturing into the unknown. There are established standards to draw from, so see what works in your niche and adjust accordingly.Gather input from your team and target audience. Get feedback to see if your tone resonates with those you want to reach.Follow CAM (Consistency, Authenticity, and Memorability) when it comes to your tone of voice. Creativity is key, but being consistent is essential. You can’t build a tone of voice on sporadic bursts of inspiration alone.Alright, so we've got a rough sketch of how you can choose your tone of voice, but remember, it's all about who you're talking to – your target audience and customers.
Here’s one more tip to help you transform your ToV into words that can fit into your style guide. Check the adjectives below and try to choose the ones that work for your brand.
These tone-of-voice words , put together by the Nielsen Norman Group, can help you shape your unique ToV.
Brace yourself – it's a laundry list of adjectives, but each one is key to crafting the perfect tone of voice for your brand. By the way, feel free to mix and match them.
How does it look in real life? Let's dive into a few examples of tone of voice for different types of brands to give you a clearer idea of how this works in action:
👉 Your Brand Is All About Playful Products Brands selling "fun" products like snacks, games, or entertainment services often have the freedom to be light-hearted and humorous.
One voice example is Old Spice and its iconic over-the-top commercials or the witty social media presence of M&M's. Customers know what to expect (thanks to the consistent tone of voice), but they still find themselves pleasantly surprised by the brand’s creativity.
Source: @mmschocolate via X 👉 Everyday Items Brands offering everyday products can use a variety of styles, from nostalgic to funny – whatever helps them stand out in their niche.
Here, you have plenty of freedom. Dunkin' Donuts' playful tweets and GEICO's quirky commercials are great examples. They know how to keep a casual, respectful, yet inspirational tone of voice that resonates with their audience while staying true to their brand identity.
Source: USA Today 👉 Relatable Services Brands dealing with relatable situations, like customer service or financial planning, can use humor to disarm audiences and make complex topics more inviting. This is a smart solution that shows how a humorous tone can lighten things up.
A great example is Mailchimp's quirky email marketing tips or Slack's easy approach to workplace communication.
Source: Instagram 👉 Your Brand Aims to Impress Younger Audiences Brands targeting younger audiences who appreciate casual and meme-worthy content can often get away with their own tone – funny and slang-like.
The latest TikTok trends often have a number of these brands posting content that has a conversational tone – like TikTok itself:)
Source: TikTok 👉 High-Stakes Products and Services When dealing with complex products or services that have a significant impact on customers' lives, a serious tone gives that much-needed clarity and eliminates any room for misinterpretation.
Imagine the critical safety information on an airplane communicated through playful jokes – it wouldn't be effective. So, no matter how much you like memes, they don’t fit everywhere (it’s sad, we know 😢).
Source: 911.gov 👉 Communicating Complex Information When conveying dense or technical information, a serious tone is what ensures clear, concise, and accurate communication. Jargon and humor can cloud understanding, while a serious tone keeps the focus on the data itself.
This is often seen in scientific publications or legal documents. The authors have to use the right tone, word choice, and sentence structure to deliver their message.
Importantly, it doesn’t have to be an authoritative tone – but rather helpful. You can maintain a caring voice as a part of a formal tone.
Take a cybersecurity company, for example. CISOs face an ongoing risk of experiencing a breach. Do you really think they would find it amusing if you used an irreverent tone of voice?
Source: Crowdstrike 👉 Luxury and Premium Products When your brand deals with luxury or premium products, think of your tone of voice as the velvet rope at an exclusive event – it should exude sophistication and elegance.
A luxurious brand voice, if you think about it, is all about crafting an experience through language. People need to feel that exclusivity before buying a product.
Take a cue from brands like Rolex or Chanel. Their messaging is refined, confident, and always on point; there is a sense of exclusivity and desirability.
It’s the difference between saying, “This is a nice watch,” and “If you were flying the Concorde tomorrow, you’d wear a Rolex.”
Source: Wizard of Ads 6 Examples of Tone of Voice to Make People Remember Your Brand Enough with the theory – you have tons of brand voice guidelines by now – let's get down to some real-life tone of voice examples to get some inspiration for your own brand tone. Ready to add colors to your message? Here we go.
#1 ‘Roasting’ Tone of Voice Yes-yes, that’s not a typo. It is almost obligatory to be very polite these days—not arguing with that. But... do you think punk rock would have found its way if some people hadn’t broken a few rules?
Ryanair is a famous low-cost airline, and it’s definitely not holding back on snappy, edgy, and sometimes a bit rude responses when addressing what its audience has to say:
Source: @Ryanair via X Or how about this one?
Source: @Ryanair via X Besides, they react to fun news promptly. Remember how, in 2022, everyone was actively discussing how Leonardo DiCaprio dumped his girlfriends as soon as they turned 25?
Source: Business Insider Well, Ryanair couldn’t miss this opportunity…
Source: @Ryanair via X They’ve chosen to be both hilarious and straightforward. Of course, they could have apologized for their service issues, but they don’t.
They simply do fun stuff, and people love it, even if they don’t love Ryanair’s luggage restrictions or upselling.
Plus, in a weird way, their brand’s voice also turns into an authoritative tone, right?
Source: Instagram 💡Tip to use this tone of voice effectively Alright-alright, this brand voice is definitely not something all of us need. But even if your brand can't really use this ‘roasting’ tone, knowing that someone goes this far might feel quite liberating.
Yet, if you want to ditch your formal tone for something like this, the best thing you can do is stay consistent across all your channels, from social media to newsletters. It’s a bit harder than it seems, but it will pay off over time.
Plus, you don’t have to roast someone in every single post. In fact, don’t do that. Instead, collaborate with your audience and try to keep things light.
#2 ‘Mean & Brutal’ Tone of Voice This tone of voice aligns with the previous example. But wait a minute, is being mean in your communication okay? It can be—if you're polite in personal interactions but a bit reckless on socials.
A great example of how this edgy tone can be both cool and memorable is Dbrand.
No matter what your current voice is when it comes to creating content , you simply have to know about this case.
Source: dbrand Wow, this is rude! A bit brutal, even. Still, it is a joke. How does this particular copy work?
Straight truth. The phrase "Cows died for this" is indeed a direct and unexpected way of acknowledging that leather comes from cowhide. Instead of the usual content marketing language that celebrates the luxury or craftsmanship of leather (blah blah blah), this copy cuts straight to the point with a stark reminder of the source—shocking, yet amusing. And it works.The opposite of the expected. Typically, advertisements for leather goods focus on elegance, durability, or status, with verbal communication full of high-class, glittering words. Here, the copy defies these expectations by bluntly stating the origin in a way that could make some people uncomfortable. The humor arises from this contradiction and the audacity of the statement.Unexpected depth. The ad lightly (or not?) touches on the ethical questions surrounding the use of animal products, especially in fashion and tech. They don’t mince words. The bluntness here is shockingly direct, and it certainly makes you play with the allusions!This one doesn’t need further elaboration:
Source: dbrand If you want to create content that resonates with your audience, you don’t have to be matter-of-fact and boring. Sometimes, you can show that your brand isn’t part of some untouchable heritage. Why not playfully challenge its importance with a bit of irony?
Source: dbrand This is quite an inspirational tone example for marketers – even the CTA buttons are pure madre mía!
Source: dbrand 💡Tip to use this tone of voice effectively Is this the right tone for you? If so, test the waters first. Try posting a few social media updates using a humorous tone (it doesn’t have to be your brand’s tone forever).
Think of it as a tone of voice example that lies on a spectrum of possibilities. After all, this case is a great way to get inspired and eventually create your own unique style.
#3 ‘Sass-Master’ Tone of Voice Source: Dollar Shave Club So, your brand isn’t afraid to be a little cheeky? Then this tone of voice might be for you.
Think Dollar Shave Club , the real champs at turning taboo topics into a laugh fest with just the right touch of sweetness.
This is one of the tone of voice examples that possesses a unique style, making it feel like chatting with an old friend—easy and simple.
You can spot this in their writing, packed with humorous word choices and fun images all on the same page. Such a brand persona evokes a lot of trust and ease. They speak—and you hear something truly unique.
Of course, it isn’t just Dollar Shave Club. Remember the good old Old Spice campaign ? It’s a perfect example of ‘sass’ done right.
Source: Tenor One thing to keep in mind, though: sarcasm is a double-edged blade—it’s a crowd-pleaser when it hits the mark, but it can also leave you with a few raised eyebrows from the users and customers. The best solution here is to stay grounded in your brand values.
💡Tip to use this tone of voice effectively Taboos only exist because we don’t talk about them. It’s not a one-way street—take a tough topic from your field and tackle it with humor and irony. Don’t be afraid to put your brand on full display.
Break the ice and have a good laugh about the things we usually sweep under the rug. It can be instructive, too. Or rather, it should be instructive.
Yet, no matter what you do, remember—effective brand campaigns start with bold tone of voice work.
#4 ‘Zen’ Tone of Voice Ever stumbled upon a brand that felt like a deep breath on a busy day? That’s what the ‘Zen’ tone is. It’s all about creating an oasis of calm, mindfulness, and tranquility amidst the hustle.
Different tones speak to different audiences—you have to keep that in mind. Meditation apps like Headspace are a clear example and voice guide, but it’s not limited to them.
Source: Headspace You can find subtle shades of Zen in Leigh Patterson’s projects like MoonLists , offering a notebook that encourages self-expression in the most serene way, or Lucca Studio , where you see a blend of wisdom, calm, and creativity.
Source: MoonLists 💡Tip to use this tone of voice effectively Every project has its own sweet spot for finding some peace, and your tone of voice encourages customers to do the same.
Your brand personality doesn’t have to be all about meditation and yoga to adopt this style. You can simply add a touch of that cozy, at-home atmosphere to make it your own.
Create a consistent tone of voice, whether it’s for a social media hype wave or a regular blog post. To keep your writing coherent, develop a content style guide—for reference.
The end goal is simple—to reach a point where your brand communicates authenticity and trust.
#5 ‘Stylish Minimalism’ Tone of Voice Often, tone of voice is also about connecting with a generation. When it comes to younger generations, the authoritative tone doesn’t cut it.
Take Co-Star , for example—it’s the millennial's secret astrological advisor. Yes, they figured out that horoscopes are trending again.
Source: Co-Star Their brand’s messages are direct, a little witchy, and sometimes, let’s say, brutally honest, with a distinct personality that’s easy to feel. You can clearly see the style here.
They blend mysticism, modern psychology, and meme-based humor—just the right mix for millennials, but rarely found together. Talk about knowing your target audience!
Source: Co-Star What makes this tone of voice example stand out? It’s like horoscopes served with a bit of sass. This app is a match made in heaven for today’s trends: minimalistic, stylish, often dipping into nihilism, and oh-so-shareable on social media.
It’s a tone-of-voice example worth exploring deeper.
💡Tip to use this tone of voice effectively What makes your product’s generation tick? Find it, blend it with other styles, and keep it to the point.
And why not spread that same style in your customer service, too? It's all about creating something (like that tone of voice) that resonates and stays with your audience.
#6 ‘Casual Wiki Friend’ Tone of Voice Ever met someone who’s like a walking encyclopedia but as chill as a beach vacation? The kind of person who can recommend the best cafés in town or break down quantum physics—without breaking a sweat.
Their natural tone is effortlessly inspirational, with the occasional dip into an irreverent, enthusiastic vibe.
Example? That’s exactly what Milk Road does in its newsletter. Picture getting the scoop on crypto, sprinkled with anecdotes and memes. It feels like you’re casually chatting with a knowledgeable buddy, not sitting through a dry lecture.
Source: Milk Road It’s the perfect antidote to the formal, often stiff tone many adopt when explaining new concepts. It’s one of those tone-of-voice examples that actually helps bring more people in—exactly what any business wants.
Source: Milk Road 💡Tip to use this tone of voice effectively Don’t be a stuffy know-it-all. If you’ve been following all the voice examples so far, you’ve probably noticed something: it’s definitely easier and more effective to build trust when you sound like a cool, understanding friend who just happens to know a lot.
Be easy, and the audience will love your business—maybe at first just for the way you speak. Who knows?
Conclusion Choosing the right tone of voice for your brand is like picking the perfect outfit for a first date—a style guide can definitely help a bunch.
Crafting a unique tone of voice goes beyond selecting the right words—it’s about forging an emotional connection with your target audience through communication that reflects your brand’s core values.
This tone of voice should be present in all your marketing materials, from website copy to social media posts, ensuring that everything resonates with your audience.
Is it easy? Not exactly. But with clear brand voice guidelines and a solid understanding of your brand, content creation will become smoother.
Start by analyzing your current tone and asking yourself, "Does this accurately represent who we are?" Then, consider the emotions you want to evoke. Do you want to come across as playful and approachable or authoritative and reliable?
This reflection will help you choose the right sentence structure and tone for your message, which will shape your content strategy and brand personality.
You want your brand’s tone to leave a lasting impression, but you don’t want to come across as too stuffy or too casual. Or maybe you do? Well, that’s what should impact your tone of voice directly.
Take your time, keep in mind the brand tone of voice examples we shared, and happy tuning!
