Find Your Voice – The Ultimate Tone of Voice Guideline
A good Tone of Voice (TOV) guideline makes it easy for anyone following it to sound like your brand. This article will help you identify your TOV in 7 steps, show you how to refine and sustain it, and craft a unique style that aligns with your brand’s values, mission, and audience.
By the end of this article, you’ll have a toolkit to express your voice across all channels. Make sure to download my free TOV blueprint!
Why Your Tone of Voice Matters
Your TOV is more than just how you sound—it’s how you connect. A consistent tone:
Builds recognition and trust.
Reflects your brand’s personality and values.
Differentiates you in a crowded market.
Creates a stronger emotional connection with your audience.
Whether you’re writing for social media, newsletters, or your website, your TOV should feel like a conversation with a trusted friend—relatable, engaging, and authentic.
How to Find Your Voice
Finding your TOV starts with understanding what resonates with your audience. Follow these steps:
1. Identify Your Audience
Your tone should match the expectations of your audience. Ask:
Who are you speaking to? (Optimisers, entrepreneurs, community-builders?)
What are their goals or pain points?
2. Define Your Brand Essence
Start with your brand’s core values and purpose. Ask yourself:
What’s the mission of your brand?
How do you want people to feel when interacting with your content?
Which story are you trying to tell?
Example:
Brand Essence: «Helping small businesses thrive in a competitive world.» or «Empowering individuals to live sustainably without sacrificing convenience.»
3. Reflect on Your Brand Personality
Your TOV isn’t just what you say; it’s how you say it. Define specific traits that encapsulate your unique tone and style.
Avoid vague terms like professional or innovative unless you can clarify how those traits manifest in your writing.
Here are a few examples:
Conversational: Sounds like a message from a friend.
Simple: Clear, unpretentious language, no jargon unless explained.
Modest: Humble, no self-promotion or exaggerated claims.
Instructive: Actionable advice grounded in experience.
Friendly: Warm, conversational, and approachable.
Insightful: Provides thought-provoking ideas that add value.
Witty: Light-hearted and clever without overdoing it.
Transparent: Honest and upfront about offerings and limitations.
Instructive: Breaks down complex ideas into simple, actionable steps.
Quick Tip: Test your tone by reading your content aloud—does it sound natural and relatable?
4. Test Your Tone
Test your tone by rewriting the same message. For example:
Formal: «Our mission is to provide innovative solutions for modern problems.»
Conversational: «We’re all about solving problems with fresh, easy-to-use ideas.»
Then write sample statements for your tone of choice:
Conversational
«We’re all about solving problems with fresh, easy-to-use ideas.»
«I’ve learned something cool lately, and I think you’ll like it too.»
Simple
Clear, straightforward language without unnecessary fluff.
«This is what you need to know:…»
Modest
Humble and self-aware, without overpromising or self-promotion
«I like to think of myself as a curious learner, and this is what I’ve found helpful.»
5. Refine Your Tone
Have a look at how your competitors speak. This can help you identify gaps and opportunities for differentiation, and further refine your tone to set you apart.
6. Writing Do’s and Don’ts
Define what to write about and which topics and phrases to avoid. If you wanted to set up the TOV for a startup consultancy brand, your Do’s and Don’ts could look like this:
Do:
Keep sentences short and straightforward.
Write in the active voice.
Write as if speaking to a friend.
Add humour where appropriate.
Explain technical terms simply and directly.
Don’t:
Use flowery language or unnecessary metaphors.
Sound bossy or authoritative—offer ideas, not lectures.
Write in long, complicated phrases.
Overuse marketing buzzwords or hyperbole.
Use overly formal or stiff language.
Tip: Create a table with columns like «We Say This,» «We Don’t Say This,» and «Why.»
7. Structure Your Content
Decide on a replicable structure for your social media posts and long-form content.
Introduction: Decide how you draw readers in. You could use
a common myth
the definition of an industry buzzword
a surprising fact
a controversy
a personal anecdote
an achievement
Main Part: How do you illustrate your points? Define whether you choose
fact-based writing
academic sources
citations
relatable scenarios
personal stories
life lessons
Conclusion: Repeat the main points. Prompt your audience to think, reflect, or take a step forward.
Adapt your voice slightly depending on the medium and channel. For instance:
Social Media: Short, snappy, and playful.
Newsletters: Instructive, with a friendly and personal touch.
Website Content: Clear, concise, and informative.
Make Your TOV Consistent
Consistency across all platforms is key. Create a framework like this one to guide your team. Write and share mock posts or articles with them and gather their feedback on tone alignment.
Your TOV should grow as your brand and audience evolve. Regularly review content performance and feedback to ensure your voice remains relevant and effective.
What’s next?
Download my free TOV template now to craft a strong, replicable TOV that makes every piece of content unmistakably yours!
