How can you help customers choose you as a brand when the world is saturated with brands vying for attention? The answer is in “how you define your brand tone of voice?”

Your brand is more than a name, a logo with a set of colors. It is defined by the features that set you apart from your competitors and the way you speak to your customers – your personalized style and tone of voice and tone of speech. With the help of these unique features e.g, logo, images and tones, you create a connection with your business stakeholders. and shape your brand’s personality.

Let’s take a closer look at why tone of voice matters for corporate branding - what it means, why it is important, and how your tone of voice and communication style matters. As digital conversations between brands and customers multiply, a consistent voice becomes dearer than ever. Companies acknowledge the importance of unique and strong tone of voice and speech for their brand due to the variety of voice assistants and Chatbots available to the consumers. These two tones should work together, but sometimes they create confusion between similar but separate brands. In this blog, we also explore how to use audio tools like WebsiteVoice to bring your brand website to life with its TTS (text-to-speech) technology and how you can effectively use tone of voice and style of speech, in both verbal and oral communication to give a unique Voice to your unique brand.

Just like any language, brand language exists in speech and writing forms too.

  • Tone of Voice is the personality of your brand in written words (e.g., friendly, formal).
  • Tone of Speech is how your brand sounds audibly (e.g., warm, energetic, calm).

Essentially, once you create the right tone of voice for your brand that matches your brand personality and identity, choosing the right tone of speech becomes easier.

TOC

What is Tone of Voice?

Tone of voice is the overall manner in which someone speaks or writes. It includes their choice of words, sentence structure, and the emotional quality of their speech. This combination displays their unique style that conveys how the speaker feels and what they think about something. The combination influences how their message is received and perceived by the listener or reader.

What is Tone of Voice in Brand Communication?

Your brand’s tone of voice is the distinct style and attitude used in its internal and external communication. It is your brand’s “personality” translated into words.

So basically, tone of voice in brand communication is a set of language elements used to display the identity, mood and personality of a brand in a script or a print ad. It includes words, sentence structure, punctuations, and level of formality of the brand. It’s not what words you use but how you present the words to create your brand presence across every customer interaction. A well-defined tone of voice reflects your brand’s values and ensures that every piece of communication owns your brand identity.

Tone of voice is how you communicate your brand values and character from website copy to customer service. It is how you express the idea of your brand not the idea itself. So, create a unique tone of voice with its elements like word choice, sentence structure, and your brand’s view point representing your brand values. For example, if you are a luxury watch brand then you’ll probably want a more formal and elegant, first person tone: “Experience the timeless sophistication!” And if you are a tech startup, you might want an inspiring and bold tone: “Take charge of your day with our innovative solutions built for those who never settle.”

Whatever tone of voice you choose for your brand marketing, make sure that you write a tone of voice communication guide for all staff. This will create a strong brand association since the communication tone remains the same throughout the business.  

Why Tone of Voice Matters for Branding?

People don’t buy products; they buy feelings. A warm, empathetic tone vs. a robotic and impersonal tone – which one will you choose?

In crowded markets, your tone of voice can be the deciding factor. For instance, both Coca-Cola and Red Bull sell beverages, but their tones diverge drastically—Coca-Cola leans into nostalgia and unity and says “Real Magic”, while Red Bull uses adrenaline-pumping boldness by saying “Red Bull Gives You Wings”.

Consistency in tone ensures your audience instantly recognizes your content, even without a logo. Imagine reading a quirky, pun-filled email—you’d likely think of Mailchimp before hitting “unsubscribe.” A unique and consistently used tone of voice builds trust and engagement and gives an identity to your brand so that it is easily identified from its competition.

Related: What is voice marketing

Tone of Voice Dimensions

Starts by looking at what you already have. Go through your website, emails, and social media posts. What sounds like you and what doesn’t? Think about how you want to come across. Write down the words that best describe your brand personality and use them to shape the tone of voice.

As you define your voice, consider where your communication sits on a few key scales. Here are the 4 tone of voice dimensions:

  • Formal or casual: Does your brand’s writing sound polished and professional, or is it more relaxed and conversational? Remember, casual doesn’t always mean conversational.
  • Serious or humorous: Does your brand feel like a straight face, or playful?
  • Respectful or irreverent: Do you treat your customers traditionally and with care, or does your brand want them to push boundaries a bit.
  • Matter-of-fact or enthusiastic: Does your brand want to keep things neutral and to the point in its communications, or requires exciting and enthusiastic scripts?

Understand your audience to connect with them better. To keep everything consistent, create a simple tone of voice guide that defines what your brand says, how it says, and what to avoid in your brand communication. This way your tone stays the same whether, it’s a social media post, or a customer email. Pay attention to what people respond to and be open to change.

By consciously choosing yourself and your unique tones, you create a space for your brand in the market where it easily connects to its stakeholders. Whether you’re writing a tweet, a mission statement, a customer service reply, or creating a TV ad, every word is an opportunity to reinforce who you are.

What is Tone of Speech in Brand Communication?

Tone of speech is your unique speaking style. It is a set of elements of speech like emotion, emphasis, intonation, inflection, pause, speed etc which create a distinct speaking style for a brand.

The tone of speech describes how you say the words you used to create the tone of voice for your brand. The tone of voice guides how you write a script or an ad and the tone of speech shows the performance.

How to Define the Tone of Speech for Brand Communication?

When deciding on how your brand should speak, think about the way the words are spoken, especially if you are powering with TTS. Pay attention to tone, accent and voice that match the emotion. Consider emphasis on words, the natural rhythm of speech, and the overall style. Whether you’re welcoming a new customer or sharing exciting news, your TTS voice should feel like a real conversation. It is also advised to keep a guide to your speech tone approach for consistency across the brand. And if your brand has audio content, consider using tools like WebsiteVoice that let people hear your words the way you intended.

Tone of Voice and Speech Examples that are Perfect

It’s amazing how much a brand’s tone of voice and speech can shape how we feel about it. From the language it uses to the way it speaks, most famous brands therefore, have carefully crafted a style that identifies the and their audience. Let’s have a look at some brands who sell products—they sell identities.

Apple: Minimalist, aspirational, and empowering.

“Think different.”

Have you seen their iconic “Think Different” advertisement? The tone and voice used in that campaign stand in absolute contrast to the styles often seen in brand ads today.

apple tone of voice

Dove: Compassionate and inclusive.

“Real beauty comes in all shapes and sizes.”

​In Dove’s latest advertisement, the gentle sound complements the Dove’s commitment to celebrating real beauty and contrasts.

dove tone of voice

Old Spice: Absurdly humorous and self-aware.

“The man your man could smell like.”

So, this ad from Old spice doesn’t need any explanation and is a perfect example of how to use the tone of voice and speech for a brand, watch yourself.

Old spice tone of voice

Why use Text to Speech to create your Brand Tone?

Text to speech tool like WebsiteVoice lets you transform your website’s text into high-quality, engaging audio. With this widget, you can quickly convert your written content into speech that matches your brand’s tone. The tool supports 38 languages, allowing you to reach a global audience. Plus, with the Premium and Professional plans, you can choose between a male or female voice to perfectly match your brand’s personality. In the Professional account, you can adjust the speed of speech to adjust how fast or slow you website content should sound. This flexibility makes WebsiteVoice.com a powerful asset for creating a consistent and authentic brand tone across your digital presence.

text to speech for tone of voice

Conclusion

Take a moment to understand what makes your brand unique and how you want your customers to feel when they hear your message. Every detail counts when you’re adjusting the pace of your speech, choosing a voice that aligns with your brand personality, or reaching out in one of 38 languages. Ready to give your brand a voice that resonates? Start exploring WebsiteVoice today and let your brand website be heard.

Related Reads:

Podcasting with TTS

5 tips to create brand identity

The rise of Text To Speech celebrity voices in 2025

How to use discord TTS for fun and productivity

FAQs

What’s the difference between tone of voice and tone of speech?

Your tone of voice is your brand personality in writing (e.g., friendly, professional) whereas the tone of speech is how your brand sounds audibly (e.g., warm, energetic). Both need to align for a unique and perfect brand identity.

Can WebsiteVoice help with tone of speech?

Absolutely! A wide range of available tones and voices help you find the perfect match for your brand’s auditory style so that you do not have to use robotic IVR systems or mismatched podcasts.

How often should we update our tone of voice guidelines?

There is no rule, however, revisit your brand voice guidelines yearly or when your brand evolves (new audience, rebrand, etc.). Take for example how Coca-Cola has been updating its taglines over the years.

  • 2000 - Enjoy

  • 2001 - Life Tastes Good

  • 2004 - Real

  • 006 - The Coke Side of Life

  • 2009 - Open Happiness

  • 2016 - Taste the Feeling

  • 2021 - Real Magic

Can TTS really capture our brand’s uniqueness?

Yes! Tools like WebsiteVoice offer customizable voices offering a variety in warmth, pitch, speed etc to mirror your brand style and personality.

What’s the first step to define our tone of voice and speech?

Ask: “If our brand were a person, how would they talk?” Then compare to competitors. It might turn out to be a rigorous process but it will definitely help you define your brand and help you choose yourself better.