Let’s face it, we’re living in peculiar times. Generative AI is now crafting our emails, drafting our social posts, even curating our next purchase. There’s a lot of digital noise out there. So, how do you cut through it?
Simple. You sound unmistakably like you.
Tone of voice – that subtle yet powerful combination of what you say and how you say it – is rapidly becoming your brand’s most potent asset.
It’s not just about finding the right words; it’s about using them in ways that make people pause, lean in, and think, “Ah, this lot get me.”
Why your tone of voice matters
AI excels at the heavy lifting, automating admin, streamlining content, delivering rapid-fire ideas. But what it can’t do convincingly is capture your unique humanity – your quirks, your values, your personality.
That’s where your tone of voice steps in. Think of it as your brand’s handshake.
Whether someone discovers you on LinkedIn, explores your homepage, or picks up your leaflet in a cosy café, they should instantly recognise you.
Your tone should communicate clearly who you are, what you stand for, and why you’re different, long before they’ve reached the bottom of the page.
Big brands with big personalities
Brands that truly understand this aren’t necessarily the loudest, they’re the clearest.
Take Apple: you’re either in or you’re not. Their sleek, aspirational language isn’t just marketing – it’s identity. Crisp. Confident. Effortless.
Then there’s Innocent. Sure, it’s just juice but it talks to you like an old mate, offering reassurance to parents and playful fun for kids. That approachable tone elevates a simple smoothie into a lifestyle choice.
Or Virgin Airlines, the rebellious rockstars of the skies. While others prioritise spa-like serenity, Virgin cracks jokes at 30,000 feet, championing inclusivity and personality at every turn.
Closer to home, we have Harris Tweed, steeped in heritage, tradition, and authenticity. And on the other end of the spectrum? BrewDog, boldly shaking up conventional beer norms with punky, unapologetic flair.
Even good old Tunnock’s hits a nostalgic sweet spot, proving tone doesn’t have to revolutionise it simply needs to resonate.
What B2B brands can learn from their consumer cousins
Traditionally, B2B brands have been reserved, formal, even sterile. But gone are the days of “Dear Sir” and “Yours sincerely” – today’s business audiences want connection, not cold formality.
B2B brands can learn from their consumer cousins on how injecting personality can create compelling, relatable connections.
First, storytelling works wonders.
Deloitte Digital uses empathy and narrative to humanise its corporate persona, making complex ideas accessible and engaging.
Next, humour isn’t off-limits either. Look how Captain Compliance makes regulatory compliance fun (who knew?). They’re pros at turning a potentially dull topic into an engaging one with their superhero narrative.
Finally, boldness counts.
FinTech firm 11:FS demonstrates that vibrant, punchy language isn’t confined to consumer brands, it’s equally powerful in B2B, making financial services feel unexpectedly fresh and exciting.
The real magic of Tone of Voice? It makes people feel something
Ultimately, we want audiences to take action, clicking a link, watching a video, taking a free trial. But before action, comes feeling.
That’s the clincher.
Tone of voice, done right, sparks emotional connections. It makes people feel understood, intrigued, and welcomed. It builds trust and fosters loyalty. In a world increasingly driven by AI, human connection remains your greatest competitive advantage.
If your brand currently sounds just like everyone else’s, perhaps it’s time for a rethink. Because in the age of AI, your tone of voice isn’t merely part of your brand, it is your brand. It’s what makes you memorable, relatable, and profoundly human.
Ready to discover your brand’s true voice?
