What is tone of voice?

Tone of voice describes the characteristic language style with which a brand presents itself in written or spoken communication. It determines whether a brand comes across as factual, inspiring, direct, humorous or approachable – and contributes decisively to brand perception and consistency. As an agency, we develop individual tone-of-voice guidelines based on target audience, industry and brand values.

A consistent tone of voice creates recognition and trust, strengthens emotional attachment and differentiates your brand from the competition. It runs through all channels – from the website and social media to the customer email. Even in multilingual contexts or during a rebrand, tone of voice is an important strategic lever for conveying messages in a targeted and effective way.