Having a professional tone of voice means being formal
As much as I always disclose that my strength does not lie in copywriting, identifying and noticing a brand’s tone of voice is something I excel at. A consistent tone of voice is crucial for maintaining a strong brand identity, and it’s one of my pet peeves when a brand’s tone shifts during different parts of the customer journey—especially when the change is negative. These inconsistencies can make it seem like the brand no longer values its customers, which can damage trust and loyalty.
There’s a common misconception that developing a professional tone of voice, particularly for large corporations, requires a formal approach. However, professionalism doesn’t have to mean formality. A brand can maintain a professional tone while still being approachable, engaging, and even playful, depending on its target audience and industry. The key is to ensure that the tone remains consistent across all touchpoints, reinforcing the brand’s values and fostering a stronger connection with customers.
In today’s market, where customers seek authenticity and relatability, adhering strictly to a formal tone can make a brand appear distant or out of touch. Instead, brands should focus on developing a tone of voice that reflects their unique personality and resonates with their audience, all while maintaining the professionalism that instills confidence and trust.
As mentioned, have a look at these brands to see examples of tone of voice:
Nike
- Tone of Voice: Empowering, motivational, confident.
- Brand Personality: Inspirational, determined, high-performance.
- Example: “Just Do It.” – Nike’s messaging consistently encourages individuals to push their limits and achieve greatness.
Apple
- Tone of Voice: Simple, innovative, sophisticated
- Brand Personality: Creative, sleek, user-friendly.
- Example: “Think Different.” – Apple’s communications focus on innovation and simplicity, appealing to creative and tech-savvy individuals.
Coca-Cola
- Tone of Voice: Friendly, joyful, inclusive.
- Brand Personality: Optimistic, cheerful, sociable.
- Example: “Open Happiness.” – Coca-Cola’s messaging promotes happiness and social connections, often featuring upbeat and inclusive themes.
Dove
- Tone of Voice: Caring, honest, reassuring.
- Brand Personality: Compassionate, nurturing, authentic.
- Example: “Real Beauty.” – Dove’s campaigns focus on real beauty and self-esteem, using a tone that is gentle and supportive.
Slack
- Tone of Voice: Friendly, clear, collaborative.
- Brand Personality: Helpful, efficient, approachable.
- Example: “Where work happens.” – Slack’s tone is friendly and collaborative, emphasizing ease of use and efficiency.
Airbnb
- Tone of Voice: Welcoming, adventurous, inclusive.
- Brand Personality: Community-focused, trustworthy, explorative.
- Example: “Belong Anywhere.” – Airbnb’s communications focus on inclusivity and the adventure of new experiences.
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