Tone Of Voice Guidelines: Why Your Brand Needs Them

“Don’t you dare use that tone with me.”

“Less sugar, more salt.”

See what I did there?

That’s tone of voice. You don’t just hear it—you feel it.

And if your brand doesn’t have one, you’re blending into a sea of vanilla.

Why Tone of Voice Matters (Or: Why No One Cares About Your Brand… Yet)

Strong brands don’t happen by accident. They don’t water themselves down to please everyone. They pick a lane and own it.

The best brands—Oatly, BrewDog, Innocent—don’t sound like they hired a copywriter. They sound like a person. (Albeit a slightly unhinged, opinionated person.)

And that’s why we love them.

What the Hell Are Tone of Voice Guidelines?

Think of them as a survival guide for your brand’s personality.

• They make sure everyone—from the intern to the CEO—writes in a way that sounds like you (not a corporate robot).
• They stop your brand voice from getting butchered by committees.
• They show people how to bring your brand to life—without turning it into a personality vacuum.

A great tone of voice guide is not some 50-page PDF gathering dust. It’s a well-thumbed, well-used, beat-up playbook that helps your team write better, faster, and with more guts.

What Happens When You Nail It?

Picture this: Your website, ads, emails, social posts—hell, even your customer service replies—all sound like they came from the same person. Someone with a backbone. Someone your audience wants to listen to.

When you get your tone of voice right, people don’t just recognize your brand—they feel it.

• Oatly? Quirky, self-aware, a little cheeky.
• BrewDog? In-your-face, rebellious, doesn’t give a damn.
• Innocent? Friendly, playful, a bit weird.

Strip away their logos, colours, and fonts, and you’d still know who’s talking.

How to Use Your Tone of Voice Guide (Instead of Letting It Die in a Shared Drive)

Here’s a radical idea: Actually use the damn thing.

• Give it to every single person who writes for your brand.
• Make sure your designers, social media team, and customer service folks have it too.
• If you work with freelancers, send it to them. Better yet, test them on it.

Because a tone of voice guide is useless if it’s just sitting there, collecting digital dust.

Do You Need One?

Only if you want to:

✔ Be instantly recognisable.
✔ Sound like an actual human.
✔ Stop writing bland, forgettable copy.
✔ Build trust and loyalty with your audience.
✔ Make people want to hear from you.

If that sounds good, let’s talk. I’ll help you craft a tone of voice guide that actually works—not just another corporate snoozefest.

And if you want to see what a great guide looks like, hit me up. I’ve got examples.

Let’s make your brand sound like your brand—not like everyone else.

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FAQs: Tone Of Voice Guides

1. How do you know if your tone of voice is actually working?

Simple: If your audience feels something when they read your words, it’s working. If they don’t, it’s not.

For the data nerds—check engagement rates, social media comments, time spent on your site, and conversion rates. Are people sticking around? Are they buying? If yes, your voice is doing its job. If not, it might be time for a tune-up.

Oh, and don’t forget the old-school method: Ask your audience. Run surveys. Jump on calls. See if they describe your brand the way you want them to.

2. What’s a killer example of a tone of voice transformation?

Two words: Old Spice.

They went from “your grandpa’s aftershave” to “the funniest damn brand in men’s grooming.” How? By scrapping the boring macho nonsense and leaning into humor. The result? Sales exploded. Social engagement skyrocketed. And suddenly, a 70-year-old brand was cool again.

That’s the power of a bold tone of voice.

3. What are the biggest headaches when rolling out a tone of voice?

Here’s what trips brands up:

• Inconsistency. If one email sounds playful, but your website reads like a legal document, people get confused.
• Team buy-in. If your writers aren’t trained (or worse, don’t care), your voice gets watered down fast.
• Evolving without losing your edge. Your brand will grow, your audience will shift—but if you tweak your tone too much, you risk losing what made you you.

The fix? Regular training, tone of voice check-ins, and making sure everyone (yes, even customer service) is using the guide. Your brand voice isn’t just for marketing—it’s how you show up everywhere.