Brand Voice vs. Brand Tone: Why Both Matter in Content Strategy
- Chris Benjamin
- 1 hour ago
- 2 min read
Ever seen a brand sound like Shakespeare on Instagram but Gordon Ramsay in their customer service emails? It’s confusing, right? One minute they’re using flowery language, and the next, they’re yelling about a misplaced order. This is what happens when a brand confuses its voice with its tone.
Getting them right is key to a solid content strategy. Let's break down the difference in simple, human terms so your brand’s personality doesn't develop a split personality.
Voice vs. Tone: What's the Difference?
Think of it this way: Brand voice is your brand’s personality. It’s who you are, and it doesn’t change. Are you witty and rebellious like Wendy's? Or inspiring and athletic like Nike? Your brand voice is the consistent core of your marketing communication. It's the "you" that customers get to know and trust.
Brand tone, on the other hand, is the mood or emotion you express in a specific situation. It adapts. You wouldn't use the same tone to announce a fun new product as you would to apologize for a shipping delay. Tone is how your voice adjusts to the context. Your personality stays the same, but your emotional expression changes.
For example, a friendly, helpful brand voice might use:
An excited tone for a new product launch on social media.
A reassuring tone in an email responding to a customer complaint.
An informative tone for a how-to guide on its website.
The personality is consistent, but the delivery adapts to the platform and situation.
Why Consistency Is King
When your brand voice and brand tone work together, you build trust and recognition. Customers know what to expect from you. This consistency makes your brand feel reliable and authentic.
Imagine your favorite local coffee shop. Their voices are probably warm and friendly. When you walk in, the barista greets you with a cheerful tone. If you get the wrong order, their tone becomes apologetic and helpful, but their friendly voice still shines through. This consistency is why you keep going back. It works the same for your business's online marketing.
Tips for Nailing Your Voice and Tone
Getting your brand communication right doesn't require a marketing PhD. Here are a few practical tips:
Define Your Voice: If your brand were a person, what three words would describe its personality? Write them down. These are your brand voice pillars. Use them as a guide for all your content.
Map Your Tones: Think about the different places you talk to customers. Your website homepage might have an inspiring tone, your blog posts a helpful one, and your social media a playful one. List out these scenarios and the appropriate tone for each.
Create a Simple Guide: Put your voice and tone guidelines into a one-page document. Share it with anyone who creates content for your business. This ensures everyone is on the same page.
Sound as Good as You Look
Your brand already has a voice. You just need to make sure it’s saying the right things in the right way. A clear brand voice and a flexible brand tone are crucial for building a memorable identity that connects with your audience.
If you’re ready to sound as good as you look, check out Benji Does. Let’s turn your message into magic.
Comments