How to Choose the Correct Tone of Voice for Your Business, and Why It Matters

Your brand’s tone of voice is more than just the words you use - it’s how your business communicates personality, builds trust, and connects with your audience. Whether you’re developing a business tone of voice from scratch or refining your existing brand messaging, getting it right is crucial.

In this guide, we’ll break down the key steps to crafting a compelling tone of voice, explore real-world rebrand examples, and explain why your brand’s voice could be the difference between gaining loyal customers or losing them to the competition.

Why Your Tone of Voice Matters

Your tone of voice dictates how your business is perceived. Are you authoritative and professional? Friendly and approachable? Witty and irreverent? The way you communicate shapes customer expectations and builds emotional connections with your audience.

A clear, consistent tone of voice:

Builds trust and credibility – Customers are more likely to engage with a brand that sounds authentic.

Differentiates you from competitors – In a crowded market, tone of voice can be your unique selling point.

Enhances brand recognition – The more consistent your messaging, the more memorable your brand becomes.

Improves conversions – If your brand speaks the way your audience thinks, they’ll be more likely to buy from you.

But how do you strike the right balance between professionalism and personality? And when does a more corporate tone of voice make sense? Let’s explore.

Talking Like Your Customer: The Power of Relatability

One of the most effective ways to develop a business tone of voice is to align it with your audience. This means understanding not only who your customers are, but how they communicate.

For example:

PrettyLittleThing’s Rebrand (2024)

The fast-fashion giant recently shifted its tone of voice to be more playful, Gen Z-focused, and socially driven. Their rebrand leaned heavily into conversational language and pop culture references, making their content feel like a best friend’s text message rather than a corporate sales pitch.

Duolingo’s Social Media Voice

The language-learning app took an informal, sometimes chaotic approach on TikTok, resulting in viral engagement. Their tone of voice is fun, mischievous, and in tune with the humor of their younger audience. For consumer brands, relatability is key. If your audience is scrolling Instagram or watching TikToks, a polished corporate tone of voice may feel out of place. Instead, a conversational, human approach can drive engagement and make your brand feel like part of the community.

How to ‘Talk Like Your Customer’ in Your Brand’s Tone of Voice

Analyse customer interactions – What words, phrases, and expressions do your customers use?

Monitor competitors – See how others in your industry speak to their audience.

Test different styles – A/B test content with varying levels of formality to see what resonates.

Be adaptable – Your tone doesn’t have to be rigid. It should evolve with your audience.

When a Corporate Tone of Voice is Essential

While many brands benefit from a more casual tone, some industries require a level of strict professionalism.

For example:

Law Firms & Financial Services

Trust and credibility are paramount. A conversational tone might undermine the authority of a legal firm, whereas a formal, structured approach reassures clients that they’re in safe hands.

Healthcare & Pharmaceuticals

Clarity and precision matter more than playfulness. The tone needs to be informative, reliable, and reassuring.

B2B & Enterprise-Level Businesses

High-value clients expect professionalism. A SaaS provider targeting corporate buyers may need to strike a balance between being engaging and authoritative.

Example:

Jaguar’s 2024 Rebrand

Jaguar recently overhauled its branding to position itself as a high-end electric vehicle company. Their tone shifted to a sleek, luxurious, and refined approach, distancing itself from mass-market appeal. This change aligns with their repositioning as a premium, exclusive brand.

How to Create a Corporate Tone of Voice

Use clear, structured language – Avoid unnecessary jargon but maintain professionalism.

Keep messaging consistent – Ensure all communications align with brand values.

Maintain authority – Position yourself as a trusted expert without sounding robotic.

Prioritise clarity over creativity – In some industries, informative content is more valuable than personality-driven content.

Striking the Right Balance: How to Develop Your Brand’s Tone of Voice

Now that you understand the different approaches, how do you find the right tone for your business? Here’s a simple framework to help:

1. Define Your Brand Personality Ask yourself: If your brand were a person, how would it speak? What are three words that describe your brand’s personality? How do you want your customers to feel when they interact with you?

2. Identify Your Audience’s Expectations Understanding your customers will determine whether a conversational or formal tone is best. Are they professionals expecting expertise? (B2B, finance, healthcare) Are they consumers seeking entertainment? (Fashion, e-commerce, social media brands) Are they looking for guidance and trust? (Legal, insurance, education)

3. Establish Tone Guidelines Your brand’s tone of voice should be documented in a brand voice guide to maintain consistency across all platforms. Key elements include: Vocabulary & Style – What words/phrases fit your brand? What should you avoid? Formality Level – Casual, semi-formal, or strictly professional? Emotional Tone – Friendly? Serious? Inspiring?

4. Test and Refine A tone of voice isn’t set in stone. Experiment with messaging styles in different campaigns and track engagement metrics to refine your approach over time.

Crafting a Tone That Converts Your business’s tone of voice isn’t just about sounding good—it’s about connecting with your audience and driving results. Whether you take inspiration from PrettyLittleThing’s social-driven approach, Jaguar’s refined luxury tone, or maintain a formal and authoritative voice, the key is consistency and alignment with your audience’s expectations.

So, when developing a business tone of voice, ask yourself: Are we speaking in a way that resonates with our customers? If not, it might be time for a refresh.