Tone of voice: what it is and how to define it
What a brand's tone of voice is, Nielsen Norman Group's 4 dimensions, how to define it in 5 steps, before-and-after examples and a checklist.
In 30 seconds
- Tone of voice is the way a brand speaks: word choice, sentence length, how formal it is, how it treats the reader.
- Nielsen Norman Group describes it with 4 dimensions: funny/serious, casual/formal, irreverent/respectful, enthusiastic/matter-of-fact.
- You define it with who we are, who we're not, a few concrete rules and before-and-after examples.
- The voice stays the same on every channel; the tone shifts a little with the situation (a post, an apology, a service email).
Tone of voice is the way a brand speaks to people: the words it chooses, the length of its sentences, how formal it is, whether it jokes or stays serious, how it addresses the reader. You define it with three adjectives for who we are, a list of who we’re not, a few concrete rules and before-and-after examples, and use it consistently on the website, social media, email and customer service.
Why tone of voice matters
Read a website’s homepage, then one of its emails, then a customer service reply: sometimes they sound like three different companies. A defined tone helps with:
- Recognition: a brand that always speaks the same way is easier to remember, even without its logo.
- Trust: readers feel they’re always talking to the same “person”.
- Speed: writers already know what to do, without starting from scratch every time.
- Standing out: two shops selling the same things can differ in how they talk.
Voice vs tone
| Voice | Tone | |
|---|---|---|
| What it is | The brand’s personality | How the personality adapts to the moment |
| Does it change? | No, never | Yes, a little, depending on the situation |
| Example | “Friendly and knowledgeable” | Lighter in a post, more serious in an apology |
The 4 dimensions of tone of voice
User-experience research firm Nielsen Norman Group proposed a simple model in 2016: every tone can be described on four scales, between two extremes.
| Dimension | From… | …to |
|---|---|---|
| 1 | Funny | Serious |
| 2 | Casual | Formal |
| 3 | Irreverent | Respectful |
| 4 | Enthusiastic | Matter-of-fact |
You pick a position on each scale. The fictional tea shop Five Leaf, for example, is a bit funny, casual, respectful, more matter-of-fact than enthusiastic. A travel agency for young people might be funny, casual, irreverent, enthusiastic; a bank serious, formal, respectful, matter-of-fact.
Tone of voice examples
Some brands became famous mainly for how they talk:
- Taffo (an Italian funeral services company): an ironic, irreverent tone on social media, very unusual in its sector, which made the name known all over Italy.
- Mailchimp: published a public voice and tone guide, with different rules for an error message, a welcome email or important news.
These examples show one thing: tone works if it’s consistent with the brand and the audience, not just original.
How to define your tone of voice in 5 steps
1. Who we are
Three adjectives, each with a sentence explaining it. For Five Leaf:
- Friendly but knowledgeable: we know what we’re talking about, without lecturing.
- Simple: short sentences, everyday words.
- Calm: no shouting, no fake urgency.
2. Who we’re not
It matters as much as step 1, because it removes doubt: not cold or bureaucratic, not snobbish, not pushy in sales.
3. Place yourself on the 4 dimensions
Mark a point on each scale (funny/serious, casual/formal, irreverent/respectful, enthusiastic/matter-of-fact). It helps when several people write.
4. The rules
Few, concrete and checkable:
- We use the reader’s first name and “you”, always.
- Sentences under 20 words where possible.
- No capitals for shouting and no “!!!”.
- Emoji only on social media, one per text at most.
- No health claims: tea and herbal infusions are food.
5. Before-and-after examples
| Situation | Before | After |
|---|---|---|
| Product back in stock | Dear customer, we inform you that the product is available. | Good news: your favourite tea is back. |
| Offer | MEGA DEAL!!! BUY NOW!!! | This week Sencha is 15% off. |
| Late delivery | Your order will be delayed for reasons beyond our control. | Your parcel is two days late, we’re sorry. It arrives on Thursday: here’s the tracking link. |
Same tone, different intensity
| Channel or situation | How the tone adapts |
|---|---|
| Social post | Lighter, short sentences, one emoji |
| Service email | Plain and clear: what’s happening, what to do |
| Reply to criticism | More serious, no jokes |
| Product page | Practical: information first |
How to check a text: checklist
- Is it clear on first reading?
- Does it follow the rules (“you”, capitals, emoji, sentence length)?
- Is it in the right place on the 4 dimensions?
- Does it sound like the “after” examples?
- With the logo covered, do you recognise the brand?
Tone, values, logo and colours are collected in the brand guidelines; tone is one of the elements of brand identity.
Sources
The guidelines say «friendly, simple, calm, informal». Which customer service reply is on tone?
Correct! It's informal, acknowledges the wait, gives concrete information and is signed by a person.
Not quite. The first is cold and bureaucratic; the third shouts: both break the chosen tone.
Frequently asked questions
What's the difference between voice and tone?
Voice is the brand's personality and doesn't change. Tone is how that personality adapts to the situation: lighter in a post, more serious when apologising for a mistake, plainer in a service email.
Are tone and style the same thing?
Almost. Style also covers writing rules (dates, numbers, capitals); tone is mainly about the attitude towards the reader.
Should a brand be formal or informal?
It depends on the audience and sector: informal is closer and common on social media and in brands for young people; formal is more usual in banking, insurance and healthcare. What matters is choosing and not switching at random.
Does a small brand need one?
Yes, especially if several people write. One page with three adjectives, who we're not, five rules and examples is enough.
Does tone of voice apply to customer service replies too?
Yes, that's where it shows most. A cold, bureaucratic reply after a friendly post makes the brand look fake.
Topics:BrandCopywriting