Katie Lake Volcof of Studio Lago Design

The importance of brand tone of voice

Apr 3, 2023

As a branding and website designer, I get the importance of creating a strong brand that speaks to your audience. But beyond the visual aspects of branding, such as colors and logos, lies a crucial component that often gets overlooked: tone of voice. Your brand’s tone of voice is how your brand communicates with your audience, and it can greatly impact how your brand is perceived. Let’s look at the importance of brand tone of voice as part of the branding process.

Firstly, let’s define what tone of voice means in the context of branding. Tone of voice is the way a brand communicates with its audience, including the language, vocabulary, and syntax used to convey a message. It’s about creating a personality for your brand, and using that personality to communicate your message in a way that resonates with your audience. Your tone of voice is what sets your brand apart from your competitors and helps to build an emotional connection with your audience.

One of the key benefits of developing a strong tone of voice for your brand is that it helps to build trust with your audience. When you consistently communicate in a way that reflects your brand’s personality and values, your audience will come to know what to expect from your brand, and they’ll feel more confident in doing business with you. For example, if your brand’s tone of voice is friendly, approachable, and conversational, your audience will be more likely to feel comfortable engaging with your brand and sharing their thoughts and feelings with you.

Another benefit of having a clear and consistent tone of voice is that it helps to create a sense of brand recognition. When your audience is exposed to your brand messaging across various channels, such as your website, social media, and advertising, they’ll start to recognize your brand’s unique tone of voice. This can help to increase brand awareness and recall, making it easier for your audience to identify your brand when they come across it again in the future.

Katie Lake Volcof of Studio Lago Design

In addition to building trust and brand recognition, a strong tone of voice can also help to differentiate your brand from your competitors. By developing a tone of voice that’s unique and authentic to your brand, you can stand out in a crowded marketplace and attract the attention of your target audience. For example, if you’re a health and wellness brand targeting millennials, you might choose to adopt a tone of voice that’s playful, youthful, and irreverent, rather than the more serious and professional tone typically used by healthcare brands.

Developing a tone of voice that resonates with your target audience is crucial, but it’s also important to ensure that your tone of voice is aligned with your brand’s values and personality. Your tone of voice should be an authentic representation of your brand, and it should be consistent across all channels and touchpoints. For example, if your brand is all about environmental sustainability, your tone of voice should reflect this value by using language that’s eco-friendly and conscious.

Katie Lake Volcof of Studio Lago Design

In order to develop a strong and consistent tone of voice for your brand, it’s important to establish brand guidelines that outline the key elements of your brand’s personality and tone. These guidelines should include information such as your brand’s values, key messaging, and target audience, as well as guidelines for language, style, and tone. By establishing these guidelines, you can ensure that everyone on your team understands how to communicate in a way that’s consistent with your brand’s personality and values.

So tone of voice is an important part of the branding process that shouldn’t be overlooked, if you want to create a successful brand that goes beyond just the visuals. A strong and consistent tone of voice can help to build trust with your audience, create a sense of brand recognition, differentiate your brand from your competitors, and ultimately, drive brand loyalty and engagement. By taking the time to develop a tone of voice that reflects your brand’s personality and values, you’re sure to create an identity that stands out and attracts the right clients to grow your business.

To get more of an idea of what brand tone of voice can look, feel and sound like, this copywriter and brand tone of voice specialist tells more and gives great examples in this video.

If you’re looking to create a personality-packed brand that goes way beyond just the visuals and helps to grow your business by offering an experience your clients won’t forget, get in touch with me and see how we can work together to elevate your brand.

About the designer...

Hi! I’m Katie. Helping busy business owners create bold online brands and stand-out, non-boring websites is my jam. I’m passionate about giving once-upon-a-time-website DIYers, ambitious entrepreneurs and founders back the time to focus on doing the things they love the most in their businesses, giving them clarity in their online presence and the confidence to grow big!

Through this blog and on social media I share my advice and best practices with  business owners on how to build strong brands that will start attracting their dream customers and website that work by focusing on strategy and business goals.

When I’m not working with inspiring business owners or designing wedding cakes, you’ll probably find me dreaming of what my next meal will be, the best fruit garnishes for a gin and tonic or where we’ll travel to on our next adventure.

The latest on the blog

How to craft your brand message

Crafting a brand message is essential to connecting with your target audience and establishing a strong brand identity. Your brand message should be clear, concise, and easy to understand. So, what is your brand message and why is it important? Your branding goes way beyond just the visuals and having a brand message that’s consistent across platforms and everywhere you show up is key. You can...
Designing at desktop computer aerial view- Studio Lago Design

The Road to Branding Success: Avoiding These 5 Common Pitfalls

As a small business owner, establishing a strong brand is essential to success. There are several common branding pitfalls that small business owners often fall into that I have seen all too often in action. These can have a negative impact on your brand image and business. Avoid these 5 common branding pitfalls as a small business owner: Inconsistent Branding Inconsistency in branding is one of...
Studio Lago Design- Abstract Events Desktop website view

How to keep visitors on your website for longer

As a website designer, one of the most important goals I need to consider when designing, is how to keep visitors engaged and interested in the content on your site. A website that is able to do this will not only increase the time visitors spend on the site, but it will also lead to higher conversion rates and a better overall user experience. Here are some effective strategies that I consider...
Studio Lago Design Home

What is brand messaging and why is it so important?

As a branding and website designer, I see first hand the importance of brand messaging for small businesses. Brand messaging is the process of crafting a clear and consistent message that communicates what a business stands for and what it offers to its target audience. A strong brand message can help small businesses stand out in a crowded market, build trust and credibility with consumers, and...

How many pages should your website have?

If you're at the stage where you need a website for a new business or perhaps updating to a new and improved one, one of the questions you may be asking yourself is how many pages should it have? This can be a difficult question to answer as there isn't necessarily a one-size-fits-all solution. However, there are a few factors to consider that can help you make an informed decision. What’s the...

Why you should have a clickable email signature

You probably use email as an essential communication tool in your business, to exchange information, make appointments, and to establish and maintain relationships with customers, colleagues, and partners. With all of the email messages that we send and receive, it's important to make sure that we're taking full advantage of the opportunities that email presents. One way to do this is by making...
Studio Lago Design digital business card

Why you should hire a professional branding designer

Branding can be the key to success for any business, big or small. It’s the way your customers perceive you and your business and the experience you offer your clients when they work with you. A strong brand identity can differentiate your business from your competitors, create trust and loyalty with your customers and can make your business instantly recognisable. That’s why it is essential to...
Designing at desktop computer aerial view- Studio Lago Design

Humanising your brand

As a branding and website designer, I see how important it is to help my clients create a brand that connects with their audience in an authentic way. In such a fast-paced digital world, consumers crave authenticity, connection, and relatability. A humanized brand is one that creates an emotional connection with its customers, and this connection can drive long-term loyalty and repeat business. ...
Studio Lago Design- Claire Owen Cakes Desktop website view

Why a website is just the beginning

You’ve got a business so you need a website, of course. And a website is an essential part of establishing an online presence for any business or individual. However, it's just the beginning of a much larger process. Once your website is launched, that’s the start of something much, much bigger. Just because a website is live, it doesn’t mean anyone is going to know it’s there or just stumble...

Why blog in 2023?

I blog every single week for my business. Some would say that blogging is dead, especially in 2023 when there are so many other tools, platforms and ways to get your ideas out there and promote your business. But, blogging in 2023 can still be so worthwhile. There are many reasons why writing a blog for your business can be a valuable investment. Here are a few potential benefits: Sharing your...