Watch your tone! The Ultimate Guide to Brand Voice in Copywriting

If I had a dollar for every time a brand got its tone wrong, I’d be rich. Not “treat myself to a nice bag” rich, but Wolf of Wall Street, rolling-around-on-a-bed-of-cash rich. Sadly, I only get paid for the brands I save (and my landlord doesn’t accept good intentions as rent).

But since I’m here (and you're hopefully intrigued), let’s dive into one of the most important aspects of copywriting - tone.

Whether you’re a new writer agonising over the right voice for your client, or a brand wondering why your emails are about as thrilling as a Monday morning meeting, your voice is everything. 

Nail it, and you’ll build loyalty, drive sales, and carve out a place in your audience's hearts. Miss the mark? You’ll either be forgotten or dragged across social media. Neither is a great look.

So, let’s talk about how to get you're going to get your tone right.

What is Tone Of Voice In Copywriting and Why Should You Care?

Tone in copywriting is like seasoning in cooking—it’s what gives flavour to your message. You and a competitor might both be serving a “chicken” dish, but nuggets, tikka masala, and cordon bleu are worlds apart in taste—and intended audience. If you’re not a fan of analogies, let me give it to you straight: tone is the attitude, personality, and emotional backdrop behind your words. It’s not just what you say, it’s how you say it.

It’s the difference between, “We value your business” and “You’re our top priority.” Same intention, entirely different vibes. And trust me, your audience picks up on that fast. If your voice doesn’t match your brand personality, you’re not just risking confusion—you’re flirting with alienation.

Imagine getting an email from McDonald’s that opens with, “Dear Valued Customer, we are pleased to inform you of the re-release of one of our most popular items.” You’re hungry, right? You wouldn’t even make it through the first sentence. But hit em’ with “Big Mac is back & better than ever,” and you’ve got their attention.

The thing is, you’ll find examples of tone everywhere in content marketing, but you won’t find a definitive guide because it's adaptable. Words like “professional” or “engaging” might be familiar, but tone evolves alongside culture, vocabulary, and your audience’s desires. It’s not an easy concept for those who crave strict rules, but if you’re willing to get a little creative and experiment, tone is a tool you can master.

From Trump to Duolingo: Why The Right Tone is More Important Than You Think 

Here’s the thing: tone matters more than you think. It’s not just about sounding professional or friendly. It’s about shaping how people perceive your business, and perception is everything. A well-defined voice makes you instantly recognisable in a sea of competitors and is an excellent way to increase conversion.

Take Apple, for instance. Their formal tone is clean, authoritative, and innovative. You never read an Apple ad that feels chaotic or unsure. In contrast, Wendy’s has built a reputation for witty, sarcastic jabs on Twitter. People don’t just go there for fries—they go for the snark. Two very different brands, two very different voices, both nailing it.

Remember how I warned against ‘a one-size fits all’ tone guide? This is because the best brand voices evolve into something uniquely you. They become so distinctive that they define the company (or person) themselves. Case in point: Trump. You might call Trump’s tone “direct”, “offensive” or maybe a few other choice words depending on your stance (in hindsight talking about a political figure may not have been the wisest idea) But whatever you think it is, it’s very recognisable. It’s what makes doing a Trump impression so easy.

On the less divisive side of things, let’s talk about Duolingo. They’ve gone beyond "engaging" or "playful" and carved out a voice that’s hilariously needy in the best possible way. Their social media persona is so distinct that it's not just funny—it’s part of their DNA.

So, what’s the takeaway? Don’t just pick a tone. Create one so unmistakable that when people hear it, they immediately know it’s you

5 Ways to Bring Your Brand Voice to Life (Without Sounding Like an Amateur) 

 Now that we’ve established the importance of tone, let’s get practical. Here are the top 5 ways to infuse a little something into your writing and hopefully - define your voice.

1. Connect With Your Audience

Sure, you think you know your target audience, but let’s be honest: If your company is coming off as try-hard, you probably don’t know them as well as you think. Are you talking to time-poor parents, caffeine-fueled freelancers, or corporate CEOs who drink their coffee black and their emails long? Every group responds to a different tone. If you don’t understand what makes them tick, you’ll miss the mark.

Pro Tip: I personally like to build an audience persona for each of my client's ideal customers and give them names. Think Susan the corporate ladder climber or Mikaeleagh the TikTok-obsessed Gen Z-er. Ask yourself: what kind of tone would make them say, “Finally, someone gets me”?

2. Define Your Brand Voice

Your brand is more than just a logo and a colour palette. It’s got a personality—whether you know it or not. Is it fun and quirky, like L&P, or confident and bold, like Nike? When you're writing do you want to come across as approachable or authoritative? Whatever you choose, make sure your unique tone of voice aligns with your core values and what you’re offering.

Pro Tip: If your business was a celebrity, who would it be? Are you more of a Ryan Reynolds with the wit, or a Beyoncé with the power and grace? The answer will help you find the voice that best fits your personality.

3. Create a Tone of Voice “Spectrum”

Let’s get nerdy for a second. A tone spectrum is a range that helps you define how you should sound in different situations. On one end, you have a more formal voice (like when you're responding to serious customer concerns). On the other end, you’ve got your casual, fun voice (think social media banter). Having a spectrum lets you adjust your tone while keeping it consistently on-brand.

Pro Tip: Start with three to five key traits. For example: formal, conversational, humorous, and professional. Then, apply different levels of each depending on the situation.

4. Tone Consistency Is Key (But Don’t Be Boring)

Yes, your tone needs to be consistent—but please, for the love of all things copywriting, don’t confuse consistent with repetitive. Consistency is about creating a brand identity so your business is recognisable everywhere it shows up, not sounding like a broken record. So, yes, keep your voice consistent across platforms, but don’t be afraid to switch up your wording.

Pro Tip: Write a brand style guide that outlines your tone of voice, dos and don’ts, and examples. Trust me, future you (and any copywriters you work with) will thank you.

5. Test, Tweak, Repeat

The reality is, tone evolves. What worked for your brand a year ago might feel flat today. Testing different voices in your content, whether it’s through A/B testing email subject lines or experimenting with more casual social media posts, can help you figure out what resonates best.

Pro Tip: Keep an eye on engagement metrics. Are people responding more to your quirky Instagram captions or your formal LinkedIn posts? Let the data guide you. If no one’s laughing at your jokes, maybe dial it back.

Top Case Studies on Tone of Voice 

The Snarky Tone: Wendy’s Witty Marketing Copy

Wendy’s Twitter isn’t just known for its square burgers, but for its sharp comebacks that could cut through steel. They’ve turned sass into a brand-defining voice, serving roast after roast to their competitors (and sometimes customers), making their Twitter feed almost as addictive as their fries.

Why It Works: Fast food is a crowded space, and Wendy’s knew being bland was a death sentence. Their snarky tone resonates with an audience who lives for meme culture and doesn’t mind a little friendly roasting. It’s playful, on-brand, and never takes itself too seriously.

Pro Tip: If you’re thinking of dabbling in sarcasm, make sure you’ve got the humour and timing down. I personally wouldn’t recommend this as a beginner because one wrong move and your business takes a pretty big hit. 

The Serious Tone: Apple's Persuasive Copywriting

Apple’s tone is minimalist and sleek, much like its products. They never overwhelm you with details—just enough to make you think, Wow, I need that $1,500 phone without even really knowing why. Every word is intentional, every sentence designed to reflect their clean, innovative image.

Why It Works: Apple’s voice is confident but never shouty. They don’t need to scream about being the best—they quietly assume you already know. Their simplicity lets the products do the talking, and that’s exactly the point.

Pro Tip: Keep it simple. If you’ve got a great product, trust in its appeal. Your copy doesn’t need to sound like it’s trying too hard. I hate cliches but sometimes, less really is more.

The Playful Tone: Tui Beer’s Conversational Banter

Tui Beer has built a voice around cheeky, irreverent banter. Their famous “Yeah, Right” campaign? Iconic. Tui’s tone is unapologetically playful, speaking to an audience that appreciates a good laugh with their lager.

Why It Works: Tui taps into the laid-back, down-to-earth humour Kiwis are known for. Their tone of voice doesn’t pander to formality and it doesn't try to be anything more than it is—just like their beer. It’s relatable, unpretentious, and undeniably Kiwi.

Pro Tip: Keep it light and true to your roots. While defining your ideal voice geographically (e.g. leaning into Kiwi humour) is a great option, it’s only great if you’re natural. Forcing out a ‘yeah nah that’s hotter than walking around barefoot in summer aye cuz?’ is not the right mode. Authenticity is key—nothing kills a business faster than a joke that feels forced.

Casual Yet Smart: Grammarly's Helpful Brand Voice 

Grammarly has mastered the art of being helpful without making you feel like an idiot. They’ve found the sweet spot between casual and smart, making grammar accessible to everyone without sounding condescending.

Why It Works: By avoiding academic stuffiness, Grammarly feels like a friendly coach guiding you through the writing process, rather than a schoolteacher wagging a finger. Their voice says, “We’re here to help,” not, “How dare you split that infinitive.”

Pro Tip: If you’re in the business of educating, remember that your audience doesn’t want to feel talked down to. Be helpful, but keep it conversational.

Working With Clients Who Don’t “Get” The Right Tone

Okay, this might not feel like a helpful tip right now, but trust me—one day you’ll be sitting across from a client who makes a glaring tone faux pas, and you’ll be glad you’ve read this. Some clients? Amazing. They totally get their brand’svoice. Others? Well, let’s just say that’s why you’re here.

The Delicate Art of Telling Them (Nicely)

First rule: don’t flat-out tell them they’re wrong (even if it’s painfully obvious). Clients aren’t looking to be schooled—they’re looking for direction. So instead of, “This isn’t working,” try, “What voice do you feel best resonates with your target audience?” Bonus points if you ask them to show you examples of brands they admire. This opens the door for more productive conversations without bruising egos.

Guiding Them to the Right Tone

Sometimes a client’s tone is all over the place because they haven’t quite nailed their brand voice yet. That’s where you come in. Present them with options—one formal, one casual, and one that strikes a balance. This gives them a clearer idea of what works for their audience without overwhelming them with vague terms like “friendly but professional.”

You Don’t Always Know Best

No this isn’t general advice for those who aren’t good at writing. This is advice for you (yes you) no matter how many years you’ve been in the industry. As much as you might want to toss certain phrases into the bin, remember your client probably knows their industry better than you. They’ve spent years talking to their demographic and understand what works—even if it makes you cringe. The art of copywriting is setting your personal preferences aside and finding that sweet spot between what the client likes and what their audience will respond to. Because let’s face it—you aren’t always the target audience.

How to Create the Perfect Tone Writing Guide 

When you’re onboarding a new client, a Style Guide is your golden ticket to get everyone on the same page. It’s not just for the client; it’s for you, too. This guide ensures that every blog, email, and social post you write aligns perfectly with the brand’s personality, eliminating the dreaded back-and-forth “this doesn’t feel quite right” feedback.

Step 1: Understand the Client’s Goals

Before you put pen to paper (or fingers to keyboard), dig deep into the client’s brand personality. Start with a brand personality workshop. Sit down with your client (virtually or in-person) and list 3-5 traits that describe their brand. These traits will guide the voice and tone, and they should match your client's core identity.

A high-end skincare client might say, “Our brand is luxurious, soothing, and expert.” Compare that to a local coffee shop, where they might describe their personality as “friendly, cheeky, and down-to-earth.

Step 2: Define the Perfect Tone

Once you’ve nailed the personality, it’s time to decide how that translates into tone. This is where you get specific: is it formal or informal? Playful or serious? Every brand has a sweet spot, and it’s your job to help the client create a clear picture

I recommend breaking things down into a spectrum of traits. Create a sliding scale for each one: formal to casual, playful to serious, and so on. Where does the brand land? This visual exercise helps clients clarify their preferences, even when they’re not sure how to describe their unique tone. It’s also important for clarity - you can mix confident and engaging but snarky and sincere are at complete opposite sides of the spectrum.

Step 3: Adjusting Tone for Different Platforms

When it comes to content creation, not all tone is created equal, and the way your client communicates will change depending on where the message is landing. It’s crucial to identify how the voice should shift across different platforms. Your client’s email newsletters may sound more professional, while their Instagram posts may be casual and witty.

• Email: Clear, direct, and maybe a bit formal depending on the subject matter. Here, you should adopt a serious tone without being too stiff.

• Social Media: This is where you can loosen up a bit. and try to build an emotional connection Social media calls for a more conversational tone—especially on platforms like Instagram or Twitter, where the audience expects quick, snappy messages.

• Website Copy: Professional, polished, but with a touch of personality. The website is the “home" of the brand so this is where your voice should be most consistent.

For each platform, give the client concrete examples of how their word choice might shift. Provide examples of how to phrase something on Instagram vs. how it would be written on the website. This gives you both clarity on what’s appropriate for each medium.

Step 4: On-Brand vs. Off-Brand Voice Guidelines

It’s not enough to say what the client’s brand voice is—you also need to be crystal clear about what it’s not. This section is where you spell out which language is on-brand and which is off-limits. It saves time and eliminates confusion about what the client should avoid.

Create a “Do’s and Don’ts” section. List out examples of phrases that are on-brand versus those that would never fly.

Example:

• On-Brand: “Transform your wardrobe with our latest luxury pieces.”

• Off-Brand: “Get these items now, while supplies last!”

The first example feels exclusive and aspirational, while the second feels too sales-driven and urgent, which may clash with a luxury image.

Step 5: Crafting Signature Examples of Tone

Every brand has (or should have) certain words or phrases that feel uniquely theirs. Whether it’s Nike’s iconic “Just Do It” or a client’s preference for more approachable language, having a list of signature phrases or vocabulary will help keep things consistent across every piece of content.

Create a lexicon of approved terms and phrases your client loves. Make sure this includes industry-specific language or taglines they want to own. If your client avoids certain jargon, include that in the “banned words” section.

Example:

• Approved phrases: “Uniquely You.” “Designed for you.”

• Banned words: “Cheap,” “Sale,” “Limited-time offer.”

Step 6: Content Writing for Different Audiences

While the core tone should stay consistent, a brand might need to adapt slightly depending on who they’re speaking to. For instance, when addressing industry professionals, you might Include audience personas in the tone guide. For each persona, outline how your voice should shift. This helps copywriters adjust while staying true to the brand voice.

Example:

• B2B Industry professionals: “Our latest research-backed formula provides unparalleled results.”

• B2C Customers: “Say goodbye to bad hair days with our all-new formula.”

Master Your Brand With a Copywriter

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By now, it should be crystal clear—tone isn’t just the cherry on top of your copywriting; it’s the whole sundae. Whether you’re sending snarky tweets, crafting polished web copy, or delivering heartfelt emails, nailing your tone is what sets you apart from the crowd. A consistent, well-defined tone builds trust, connects with your audience, and makes your messaging instantly recognizable.

But here’s the thing: defining the perfect tone and keeping it consistent isn’t easy. That’s where Scribblefish Copywriting comes in. Ready to stop guessing and start speaking your brand’s language fluently? Whether you need a killer tone style guide or a full brand messaging overhaul, we’re here to help you find your voice—and use it to grow your business.

Get in touch with Scribblefish Copywriting today, and let’s make your brand sound as good as it looks. (And trust me, it’s going to sound great.)