The digital revolution has led to the communication of brands, increasing channels and reaching their audiences more directly than ever before. And of course words are really powerful. If used properly, they can inspire us, motivate us, move us towards certain decisions. But if they are used in the wrong way, they can cause us to distance ourselves from our interlocutors.

Tone of voice: why and what for

In this sense, pitch helps us perceive the mood, rhythm, and intention of a voice; And voice is important because, along with image, it represents the essence of who we are (or what brands are).

Brands are built by people for people, so not only should they have characteristics and traits that are identifiable as human, but they should interact as human as well. The brand strategy must be aligned with the interests of the customers it is aimed at, so the personality of the brand – translated in terms of voice and tone – must contemplate the nuances that will facilitate that connection. But how can a brand improve its tone?

5 Tips to Improve Your Tone of Voice

1. Know your audience

Voice reflects the brand’s raison d’être and that’s why it’s important to know the audience you’re targeting in order to connect and create empathy. As the audience becomes wider and more complex, there is no doubt that the problems are growing. Spend time with them and understand their words and how they express themselves, as well as what should best be avoided. The words must contain true meaning, they must clearly reflect the true value of the brand.

2. Speak naturally

Speak the same way you would speak to a friend, simply and informally, avoiding technicalities or commercial pressure. Keep in mind that the pitch may change between different platforms, but the voice must remain. People are subjected to excessive messages and we know how to decipher perfectly when they are worrying about us or when they are trying to sell us something. Tone of voice and content need to provide value for your audience.

3. Take care of the style

The voice and tone should be set out in a manual of style, as broad as necessary and, in this case, necessary means operational. Each case may be different, but in summary it must contain the set of rules on which the messages will be built. For example, referring to the use of capital letters, abbreviations, dates, etc. as well as practical examples of common phrases according to the nature of the business.

4. Don’t be anonymous

Digital platforms are ideal shields for those who don’t want to show their faces. However, we all feel better if we know who is speaking to us. Although it is not good news, it is preferable to identify someone who speaks on behalf of the brand.

Today, chatbots are emerging as the new two-way channels of communication between users and brands; But even if they are automated, they must respond in a personalized way and with conversational design and artificial intelligence.

5. Align the team

Anyone who issues messages on behalf of the brand must be aligned: marketing department, content area, customer service… The brand is the most valuable intangible for a company and it is built by all those who are part of it. In the same way, you have to bring the team together to align it in terms of values, culture, personality, visual identity, and here it is important not to leave verbal identity aside. It’s often a good tactic to show them what the brand is and isn’t.


And remember, it’s not a matter of sending messages but of how they’re perceived. People don’t respond to a tone of voice rationally, but it is internalized directly emotionally and that has much more power than any of our brain decisions.


Carlos Puig Falcó

President of Branward®

Photos: Shutterstock

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