Brand Tone of Voice: Why It Matters and How To Find Yours

In today’s fast-paced, content-driven world, how your brand communicates with its audience is just as important as what it says. This communication is shaped by your brand tone of voice — the way your brand "speaks" across all forms of media, whether in writing, through video, or even in your visual assets. In this post, we’ll explore why your brand tone of voice matters and how to develop a tone that resonates with your audience, elevates your media content, and enhances your overall brand strategy.

Article Outline:

• What Is Brand Tone of Voice?

  • Language Choice

  • Sentence Structure

  • Emotional Undertone

  • Pacing

  • Audio and Visual Elements

• Why Your Brand’s Tone of Voice Matters

  • Consistency Across Touchpoints

  • Influences Audience Perception

  • Improves Engagement

  • Differentiates from Competitors

  • Supports Your Brand Story

• How to Find Your Brand Tone of Voice

  • Define Your Brand Personality

  • Know Your Audience

  • Look at Your Competitors

  • Test and Refine

• Examples of Different Brand Tones

  • Apple

  • Nike

  • MailChimp

  • Patagonia

• Conclusion

What is Brand Tone of Voice?

Brand tone of voice refers to the way a brand communicates its message to its audience. It's the personality infused into every piece of content you create, whether it’s a social media update, production of a commercial or ad campaign, or internal company comms.

The tone isn’t just about the words you use – it refers both to your messaging and the way you communicate it. In other words, your tone of voice is the emotional "flavor" that shapes how your audience perceives your brand.

Here are the key components that make up your tone of voice:

Language Choice

Formal vs informal, use of jargon vs simple language, positive vs negative language, use of active vs passive voice. A B2B tech startup might choose to use more jargon whereas a B2C retail brand is probably going to prioritize accessibility.

Sentence Structure

Simple and concise vs detailed and complex sentences. Yes, the average American reads at the 7th grade level, but sometimes complex sentences communicate more effectively despite being more difficult to understand.

Emotional Undertone

Is your brand playful and friendly or more formal and serious? This has less to do with what you’re trying to communicate and more to do with your brand’s DNA. If your brand were a person, what would their emotional state be? (Not counting “stressed” – we get the entrepreneurial grind!)

Pacing

How “fast” is your brand? This comes through particularly in production of corporate videos and commercials, and is closely tied to the perceived energy of your brand. A fast-paced tone might suggest excitement, urgency, or innovation (e.g., Nike), while a slower, more deliberate pace can convey thoughtfulness or luxury (e.g., Rolex).

Audio and Visual Elements

For example, the music that’s used in your company’s advertising or corporate videos, and the colors used in logos or incorporated into video or photo shoots. Big, bold, or loud vs muted, reserved, or elegant. Tone of voice is just as important in your company’s visual media (e.g., your video production and photography) as it is in written content. Tone can be conveyed through the visuals you choose, the music you select for videos, or even how a model is posed. A good brand tone of voice links various elements into a coherent message for your audience.

Why Your Brand’s Tone of Voice Matters

Your tone of voice is much more than a stylistic choice – it’s a critical component of how your brand builds relationships and how it stands out in a crowded market. Here’s why it matters:

Consistency Across Touchpoints

A unified tone of voice ensures that your brand feels consistent, whether you’re speaking through a social media post, a product video, or a brand photoshoot. This consistency builds trust with your audience and makes your messaging more recognizable.

Influences Audience Perception

How your audience perceives your brand depends largely on your tone. A professional tone may attract corporate clients, while a more playful tone may resonate with a younger or more casual audience.

Improves Engagement

Your tone of voice affects how people engage with your brand. In video marketing, a relatable and engaging tone can keep viewers watching longer, while an authoritative tone can drive action, like conversions.

Differentiates from Competitors

A distinct brand tone can set you apart in a competitive landscape. Think about how brands like Nike and Apple have carved out unique identities and loyal followings despite selling products that are largely commoditized – shoes and computers.

Supports Your Brand Story

Your tone is key to how your story is told. For example, whether you’re writing a company blog post or scripting a commercial, the tone of voice will help you shape the narrative and keep it aligned with your brand values.

How to Find Your Brand Tone of Voice

Developing a consistent and authentic tone of voice requires some thought and self-reflection. Here’s how to get started:

Define Your Brand Personality

Start by identifying your brand’s core values, mission, and vision. What do you stand for? Is your company innovative? Playful? Authoritative? Once you’ve defined your personality, you can translate it into a tone of voice.

Know Your Audience

Understanding your target audience is crucial when developing your tone. A luxury brand may choose a more elegant tone, while a startup might opt for something more relatable and energetic. Understanding your audience’s hopes and fears is also important: for example, a dental office might adopt a friendly and approachable tone, versus something more clinical, because so many people are afraid of the dentist.

More than what you say, people are going to remember how you make them feel (to paraphrase Maya Angelou). So, who are you trying to speak to, and how do you want them to feel?

Look At Your Competitors

Take the time to analyze your competitors’ tones of voice. What kind of tone do they use, and how does it affect their brand perception? For example, we’re in the media production space, so we look at how our competitors portray their brand through their photography portfolios and demo reel videos. This can help you pinpoint gaps or opportunities to differentiate your brand and develop a unique tone of voice.

Test and Refine

You will probably get this wrong the first time. Or… first few times. Your tone of voice may evolve over time, and that’s okay. Test messaging (both overt and subliminal) in your marketing materials and see what performs well, and don’t be afraid of making adjustments.

Examples of Different Brand Tones

Before we wrap up, let’s take a look at a few examples from different brands to give you a better idea of how tone of voice shapes your brand:

Apple: Known for its minimalist design and cutting-edge technology, Apple uses a clean, authoritative tone in all their content. This is evident in their media, copywriting, and web design, where sleek visuals and simple messaging reinforce the brand’s premium positioning and mission to “create technology that empowers people and enriches their lives.”

Nike: Nike’s tone is motivational and empowering. Both in traditional ad campaigns and on social media, their tone is designed to energize their audience, helping athletes push their limits and inspiring us normal folks to tap into the athlete within us.

Mailchimp: Aimed at small businesses and marketers, Mailchimp’s tone is friendly, quirky, and approachable. Their video tutorials and support content often include humor and lighthearted visuals, which make them stand out in a crowded market of corporate service providers.

Patagonia: With a focus on sustainability and environmental activism, Patagonia’s tone is purpose-driven and responsible. Their documentary-style videos and activist photography reflect a tone of care and urgency, aligning with their eco-conscious mission.

Want Help Refining Your Brand Tone?

At Phalanx Film Co., we specialize in producing video content and photography that captures the essence of your brand. Whether you want fresh eyes on your content strategy or just need help telling your story visually, we’re here to help you create content that converts.

Your brand’s tone of voice plays a crucial role in how you engage with your audience. A consistent and well-defined tone of voice helps your brand stand out, connect with your audience, and tell your story effectively. Take the time to assess your brand’s personality, know your audience, and refine your tone across all content. The result? A more cohesive, engaging brand that resonates with your target market and elevates every piece of content you produce.

FAQs

• How much does media production cost?

  Because each brand is different, we provide a custom-tailored approach for every project to meet the demands of scope and budget. Most of our projects for small businesses fall between $2,000-5,000; contact us for a free consultation and we’ll provide you with a custom quote!

• How does Phalanx Film Co.’s rate compare to other video production companies in Boise?

  Our rate is highly competitive for the quality of media we produce, and that’s deliberate. Our production company was designed from the ground up to run lean, with minimal overhead, so that more of your money goes into your media.

• What type of media do you create?

  Phalanx Film Co. specializes in corporate and commercial video production and still photography. We primarily work with B2B and B2C companies to refine their content strategies and craft impactful media – which we call “Stories That Sell™.” We have experience across a variety of industries, including medical, tech, corporate, and political sectors.

• What type of video or photo content do I need?

  Our wheelhouse is content strategy – the why behind the media we make. If you’re unsure what type of video would best tell your brand’s story, or what your media package should include, we’ll review your business’s values, mission, goals, and current roadblocks to pinpoint the media strategy that will best serve you.

• What if I just need raw footage?

  No problem. We can shoot content for you (photo and/or video) and transfer the unedited files to you.

• What if I have raw files that I need edited?

  No problem. We can edit your media!

• How long does it take to create a video?

  Most of our corporate projects involve 1-2 days of filming and between 2-4 weeks for editing and revisions. Photography edits typically take 2 weeks or less.

• I’m in a hurry – can you complete my project faster?

  Yes! We offer Expedited Editing on all projects.