When it comes to building a memorable brand, most business leaders naturally think about logos, websites and taglines as the most important assets to develop. But there’s something even more powerful that often gets overlooked: tone of voice. We’ve all heard the saying “It’s not what you say, it’s how you say it” – and nothing is truer in the business world.
As PR and marketing specialists, of course, we’re biased about the topic, but our opinion is based on research and experience. A study by Neilson Norman Group (NNG), which compared differently toned communications across industries like banking and insurance, found that choosing the right tone made users up to two times more likely to recommend the brand.
So, what is tone of voice?
Tone of voice is the distinctive way your business communicates with the world. It covers your choice of words, sentence structure, rhythm, and even the level of formality. It should sound like you, whether someone’s reading your website, a social media post, a product description, or a customer email.
It’s not just for brands trying to be quirky or cool. A professional tone can still be warm. A technical brand can still be clear. Tone of voice helps your business come across as consistent and trustworthy – and that’s something your audience notices.
Why it matters for business
For senior business leaders who are juggling strategy, growth, and tight budgets, tone of voice might sound like “just another marketing thing.” But here’s the truth: a well-defined tone of voice directly impacts how customers perceive your brand and whether they choose you over the competition.
Here’s why it should be on your radar:
- It builds trust. Consistent tone = consistent brand = reliability. Research shows that a consistent tone can increase user trust by 26% and reduce bounce rates by 33% compared to inconsistent messaging. (source NNG)
- It sets you apart – in crowded markets, personality wins. Your tone of voice can help you stand out without spending more. 81% of consumers say that “authenticity of a brand’s personality and communication style” is a key factor in choosing one brand over another — even more than price or product features. (source Endelman)
- It saves time – with a clear tone of voice, everyone from your sales team to your PR agency can write in your brand’s style without second-guessing. In a study on enterprise usage, content clarity, engagement, and correctness improved by up to 66% when teams followed a defined brand tone and style. That means fewer rewrite cycles, fewer approvals and faster content delivery. (source Grammarly)
- It strengthens brand recognition – just like your logo or colours, tone becomes part of your identity. A distinct, consistent tone improves information retention by 27%, significantly aiding brand recall. (source Journal of Consumer Research)
- It improves conversion – the right tone connects with the right audience. Connection leads to action. An analysis of over 1,800 ads found that adverts using a neutral or positive tone achieved conversion rates 1% higher than average, while those with a negative tone performed 3% below average. (source Research Mountain)
Common tone of voice mistakes
Some brands make it look easy, but a lot of work goes into getting it right. A strong tone of voice can boost your brand, but a weak or inconsistent one can do the opposite.
Here are some common traps brands fall into:
- Trying to sound like everyone else – mimicking competitors leads to bland messaging. If you’re not standing out, you’re invisible.
- Being inconsistent across channels – formal on the website but jokey on Instagram? This approach confuses your audience and erodes trust.
- Overcomplicating things – jargon, corporate speak, and overused buzzwords make it harder for people to connect with your message.
- Ignoring the customer’s mindset – if your tone doesn’t reflect the mood, need, or mindset of your audience, it risks missing the mark.
- Failing to brief the team or partners – you might know your tone, but does your agency? Your sales team? Your customer service staff? Consistency is the key to getting it right. Create clear tone of voice guidelines as a shareable document so everyone’s on the same page – from internal teams to external collaborators.
A final thought on your new secret weapon
In a market where competitors often blur together and bigger brands dominate the spotlight, one of the most powerful ways to stand out is by building a meaningful connection with your audience. A distinct, memorable tone of voice doesn’t just help people recognise your brand, it helps them remember it. It’s a strategic advantage that’s often overlooked, but when used well, it can drive efficiency, boost profit, and support long-term growth. There’s no better time to start than now.
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