Brand Tone 101 (and How to Find Yours)
Everyone has different ways of expressing themselves. Some people are super funny and always crack jokes, while others are really nice and caring or even bold and straight to the point.
Brand tone is just like a person’s personality but for a business. It’s how you talk to your people in writing. It can make people feel different emotions, feel connected to you, and make it easier for them to relate to you.
Some examples of brand tone:
A friendly brand might use casual language, like how they talk to their friends, always open and understanding.
A funny brand might use funny analogies and original metaphors.
A bold brand might use spicy language and not shy away from saying exactly what they mean, sometimes to emphasize their take on things.
And don’t worry about being boxed in—your brand tone can be a combo (friendly, funny, and bold—you decide how you want people to feel when they read your words).
It can be hard as hell to figure out your brand tone if you have no idea what to do. So, let’s get to it!
Understanding What You’re Made of
To find your brand tone, you have to know what you’re made of—like your personal recipe (What ingredients make you?). Here’s how to look closer to find the tone for your brand.
Self-Reflection Questions
Ask yourself questions like:
How do your friends describe you? (Are you the one who always leaves the party early, the friend who speaks their mind without holding back, or the friend who loves to cook and invite everyone over?) Understanding how other people see you can help you figure out how to relate to them better.
How do you want your people to feel? (Excited to get to know you more, confident in choosing you, or so connected that they feel like you’re one of their close friends from college?) Use how you want your people to feel to help decide on your tone of brand.
What words best describe you? (Are you funny as hell, so friendly you chit-chat with strangers at the market, or so introverted that the pandemic didn’t affect you?) List a couple of adjectives that describe your personality.
Understanding Your Audience
Think about the people you really want to talk to. These are your people! And understanding who they are helps you talk to them in a way that makes them feel seen.
Audience Analysis Questions
Ask yourself questions like:
Who are these people? (Are they waiting in the carpool line, extreme dog lovers, or coffee addicts who aren’t seeking recovery?) Knowing who your people are helps you understand how to talk to them.
What do your people like to do? (Are they hiking on warm days, curled up with their favorite book, or sightseeing every chance they get?) When you know this, it’s easier to show that you really get them.
What do they like to hear? (Are they listening to funny podcasts, stories about anything business-related, or conversations about crunchy living?) Knowing what your people like to hear helps you figure out what to say and how to say it, so they see that you really understand them.
Simple Steps to Find Your Brand Tone
Now that you know who you are and who your people are, here are some steps to find out your brand tone. Here’s how to get started:
Make a List
List out your keywords, phrases, and do’s and don’ts. It doesn’t have to be fancy; just list it out:
Key Words: List some words that describe your tone, like fun, friendly, or sassy.
Example Phrases: List some phrases that feel like your tone. For example, if your tone is fun and relatable, you could use phrases like “You know how it is” or “Here’s the true tea.”
Do’s and Don'ts: List a few tips on what to do and what to avoid. For example, if your tone is casual, try not to use big words, like implement or eliminate; instead say put into action or get rid of, so your tone will be consistent. A thesaurus is your friend.
2. Review and Fix
Look over your list and make it better so it feels just right.
Look for Patterns: Read your list again. Are there any words or phrases that you see a lot?
Pick a few strong words: Choose a couple of keywords and phrases that best describe your tone. It’s easier to use a few strong words than a big list.
Think About Your Audience: How will your words make your audience feel? Do they make sense for how you want them to think and feel?
Make Changes: If something doesn’t feel right, just change it. It’s all about finding the right words for the tone of your brand.
3. Test and Get Feedback
Use your words in your writing—like on your website, social media, or emails. Look at how your people respond to see if they like it. Are their comments and reactions positive or negative? These responses can help you know if your tone is good or needs tweaks.
Get Feedback
Ask your people what they think, like on a poll, survey, or social media post, and ask how it makes them feel. Do they think it’s funny, super relatable, or bold? Their answers can help you decide if the tone of your brand is working or if it needs to be changed.
Be Consistent but Don’t Be Afraid to Change
Use the same tone all the time so your people know it’s you. But if you change or your people change, it’s okay to change your tone a little bit too. Because your brand tone should change as you do.
The tone of your brand should show who you really are. It should feel natural, just like a conversation with a friend. When your tone is just right, your people will want to listen and connect with you. Just focus on understanding who you are and who your people are.
If you’re still unsure or would like another set of eyes for feedback—have a look at my services.
