Establishing a tone of voice is one of the most challenging aspects of brand identity, especially for businesses with large teams and countless communications. While individuals can default to their personality, businesses face the complex task of creating a unified voice that speaks on behalf of many, resonates with audiences, and remains consistent.

Why “Dedicated, Authentic, Passionate, Helpful, Trusted” Falls Flat

It’s tempting to aim for traits like dedicated, authentic, passionate, helpful, and trusted—what some cheekily call “DAPHT.” These are safe, universally positive attributes. But they’re also generic to the point of invisibility. Every brand wants to be authentic. Every brand wants to build trust. By leaning on these overused descriptors, businesses risk blending into the crowd.

The problem with generic tones is that they fail to differentiate. In a saturated market, being “dedicated” isn’t memorable. It’s just expected.

Deciding Who You Really Are

Instead of relying on aspirational clichés, businesses need to dig deeper. Tone of voice isn’t just about how you want to sound; it’s about how you want to be perceived. A great way to uncover this is by imagining your brand in high-pressure situations, such as responding to a misinformed or rude customer complaint:

• Do you clap back with wit and humor, turning negativity into viral gold (à la Aldi)?
• Do you remain calm and apologetic, projecting a polished, professional demeanor?
• Do you embrace kindness and empathy, turning the other cheek?
• Or do you lean into boldness, standing your ground and asserting your values?

How a business handles difficult moments reveals its character, and defining this upfront sets the foundation for every other interaction.

Owning Your Identity

Once you’ve decided how you want to be perceived, own it. Whether you choose to be friendly and casual, corporate and formal, or even intentionally provocative, the key is consistency. A strong tone of voice isn’t about pleasing everyone—it’s about being distinct and recognizable. Consider these potential directions:

• Playful and irreverent: Light-hearted and full of personality, great for consumer-facing brands that thrive on social media.
• Sincere and empathetic: Ideal for organizations in health, education, or any sector requiring deep trust.
• Bold and unapologetic: Works for challenger brands or businesses looking to disrupt norms.
• Formal and authoritative: Perfect for industries like finance or law where credibility is paramount.

Consistency Over Flash

While taking risks and standing out is critical, consistency is non-negotiable. A tone of voice that shifts wildly between emails, social posts, and ads confuses customers and weakens trust. Even if you play it safe with a conservative tone, sticking to it ensures reliability and recognizability.

At the same time, don’t be afraid to evolve. As your audience, industry, or goals change, so might your voice. The goal isn’t to create something fixed in stone but something aligned with your brand’s values and purpose.

In Conclusion

Tone of voice is a business’s personality. It’s how people experience your brand when they aren’t face-to-face with your product or team. Whether you’re snarky, compassionate, or meticulously professional, the key is to define your tone, test it in challenging scenarios, and use it consistently. Being “authentic” is less about saying you are and more about showing it through your actions—and words.

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