Brand identity is essential for sticking out in a crowded market. 

It makes your business unique and memorable and is as vital as its logo and color palette. 

This is because a brand’s tone may trigger emotions, build trust, and impact purchases

In this article, we'll look at 8 tones of voice examples that can strengthen your branding and make it more relatable, striking, and engaging.

By implementing them into your branding strategy, you can start creating a brand identity that resonates with your target audience, regardless of your company size.

Let’s begin!


  • A brand's tone of voice is its consistent communication style that conveys its values.
  • Conversational tone works effectively for brands that want to engage with their audience.
  • Brands that wish to be industry leaders use an authoritative tone of voice.
  • Inspiring tone of voice drives action and works effectively for brands.
  • For brands that aim to be fun, a humorous tone works best.
  • Educational tone of voice informs and helps brands educate their customers.
  • Brands that want to show they care to use an empathetic tone of voice.
  • Formal tone of voice conveys authority and experience.
  • For brands seeking audience trust, the authentic tone of voice is honest and open.
  • Create your own tone of voice using sophisticated TextCortex solutions.

What Should You Know About Branding Tone of Voice?

What is the Tone of Voice in Branding?

The tone of voice in branding is the consistent use of a certain style or way of communicating that shows who a brand is and what it stands for.

It reflects how a brand talks to its customers through its messaging, content, and overall voice

The tone of voice in branding should include things like:

🎯 Word choice

🎯 Sentence structure

🎯 Overall tone

Once set, you should use these elements in every communication, like marketing materials, social media, customer service, etc. 

As a result, a clear tone of voice can help you to build a brand's identity, gain the audience's trust, and set the brand apart from competitors.

Key Factors for Setting the Tone of Voice for Your Brand

When it comes to the tone of voice associated with your brand, you should keep several crucial aspects in mind, such as:

✔️Consistency Matters — Maintain your brand's tone in all messages.

✔️Consider Your Audience — Tailor your tone of voice to your target audience.

✔️Reflect Brand Personality — Your brand's mission and values should guide your tone.

✔️Evolution is Natural — Don't be afraid to change the way you interact.

✔️Train Your Team — Ensure your team understands and follows your brand's voice.

8 Tone of Voice Examples To Consider In 2023

Branding relies heavily on the tone of voice to convey the company's ethos and character to consumers. 

To assist you in refining your brand's voice, we present the following 8 examples:

1. Conversational Tone of Voice

In business, it's important to talk to customers and coworkers in a way that sounds like you're having a conversation. 

This way of talking to people makes it easier for them to talk to each other. 

As a result, it can lead to: 

  • More productive discussions
  • A better understanding of each other
  • Stronger relationships

A conversational tone of voice is all about using everyday language instead of jargon or technical words. 

Furthermore, being personable and friendly is also important so that everyone feels at ease during the conversation.

Conversational Tone of Voice Example: Wendy's Twitter Account

The conversational tone of voice is great for brands that want to establish a one-on-one relationship with their target audience.

It ’s perfect for blog and social media posts like those found on Wendy's Twitter.


2. Authoritative Tone of Voice

Possessing strong verbal and written communication skills is essential. You can come across as competent, knowledgeable, and trustworthy.

An authoritative tone of voice also helps others take you seriously and appreciate more what you're trying to say.

To achieve this tone for your brand:

  • Use active verbs and concrete nouns
  • Avoid slang or jargon
  • Speak confidently

In addition, make an effort to be articulate and express yourself clearly –  filler words such as "um" and "like" because they are distracting.

Authoritative Tone of Voice Example: Harvard Business Review

A brand that wants to establish itself as a market leader can benefit from adopting an authoritative tone of voice, which is confident and instructing.

Whitepapers, reports, and other thought leadership content (like that found in Harvard Business Review) benefit greatly from this format.

3. Inspirational Tone of Voice

Each of us has a special way of motivating and uplifting those around us.

And this is why having an optimistic perspective really does help.

The way we talk to ourselves and others can have a profound effect on our outlook and on the impression we make. 

However, how should one describe the tone of a voice that inspires others?

An inspirational voice is upbeat and full of life

Confidence in one's words and an absence of self-doubt are vital components. 

It requires an attitude that is both realistic and cheerful.

How can I strike an inspiring tone? Be as positive in your writing as you can be.

Inspirational Tone of Voice Example: Nike's "Just Do It" Campaign

A brand that wants to move its audience to action can benefit from adopting an inspirational tone of voice. 

It works wonderfully for promotional and social media use. 

You’re all familiar with Nike’s slogan, right?

4. Humorous Tone of Voice

One of the most powerful methods of persuasion is the use of humor. A humorous tone of voice is a great way to:

  • Break the ice
  • Bond with your audience
  • Leave a lasting impression

However, incorporating humor into your writing can be harder than it may seem. 

To do this successfully, you need to know what makes something funny and how to apply that knowledge.

To achieve a humorous tone of voice, it is essential first to identify your target audience and then study their reactions to various types of humor.

Because of this, you won't have to worry about people misinterpreting your message or criticizing you harshly.

Humorous Tone of Voice Example: Old Spice's "The Man Your Man Could Smell Like" Campaign

If you want your brand to come across as fun and lighthearted, try using a humorous tone of voice. 

It definitely works for marketing and advertising purposes, such as Old Spice's campaign.


5. Educational Tone of Voice

Effective communication relies heavily on the tone of voice, especially in education. 

The educational environment should foster respect and trust between those involved, whether you are a teacher, professor, administrator, or student.

Using the educational tone of voice can create a more comfortable teaching process and ensure better interactions among pupils. 

The ideal educational voice strikes a balance between:

  • Formality and friendliness
  • Professionalism and accessibility
  • Clarity and encouragement

Educational Tone of Voice Example: HubSpot's Blog

A brand that wants to inform and educate its audience will benefit from adopting an educational tone of voice. 

It is useful for both blog posts and how-to videos. 

HubSpot's approach, for instance, is an excellent model of an educational tone of voice.


6. Empathetic Tone of Voice

A strong, compassionate tone of voice is crucial for successful communication. And, the way you say something is just as important as the words themselves. 

An empathetic tone of voice shows:

  • Consideration
  • Compassion
  • Respect 

However, keep in mind that people have different reactions to your various voice tones. 

For instance, some people may feel more comfortable when you speak to them in a casual, friendly manner rather than in an authoritative one. 

Directness and assertiveness can help build an empathetic tone of voice while enabling you to communicate your point effectively

Thus, spend time learning about your audience and their problems before speaking directly to them. 

Doing so can contribute to a climate of tolerance and acceptance.

Empathetic Tone of Voice Example: Airbnb’s “We Imagine a World Where You Can Belong Anywhere” Campaign

A brand that genuinely cares about its customer base can benefit from adopting an empathetic tone of voice because it comes across as sympathetic and approachable. 

In addition, it works wonderfully for social media posts and communications with customers.

Check out how Airbnb has launched a campaign to draw attention to its new accessibility features for people with disabilities.


7. Formal Tone of Voice

Communicating in a professional setting requires a more formal tone of voice. 

It ensures that the message is conveyed effectively and respectfully in both written and verbal communication, such as we often see in emails and presentations.

To achieve a formal tone of voice:

  • Always use proper grammar and punctuation
  • Stay away from slang and acronyms
  • Avoid writing in all capital letters
  • Address superiors with proper titles
  • Respectfully address those with whom you disagree

Formal Tone of Voice Example: The New York Times

A formal tone of voice is appropriate for brands that want to project an air of authority and knowledge.

It's ideal for contracts, legal documents, and other official communications. 

New York Times's publications are an excellent example of a formal tone of voice.


8. Authentic Tone of Voice

An authentic tone of voice is essential for producing content that clicks with readers. 

And, when it comes to involving your readers and piquing their interest in what you have to say, it can make all the difference whether you speak to them as a friend or a complete stranger.

To establish an authentic tone of voice, try to figure out your target audience’s needs and what they want to hear from you. Additionally:

  • Avoiding clichés
  • Speak in your own language
  • Be honest and open with your audience

Authentic Tone of Voice Example: Patagonia’s Commitment to Sustainability and Ethical Practices

A brand that wants to establish trust with its audience should use an authentic tone of voice, which is straightforward and honest. 

It's ideal for blog posts and social media content.

In that spirit, we’ve picked Patagonia’s content as the most suitable example of authentic tone of voice.


Keep in mind that maintaining a consistent tone of voice is essential. 

Pick a voice that represents your company's ethos and employ it consistently in all of your written materials.

Wrapping Up

What else could we possibly tell you about the importance of tone of voice in branding?

Whether through a particular color scheme, brand message, or product range, we all have a favorite brand that stands for something important to us.

Developing a unique tone of voice for your brand requires injecting some of your personality into the message you intend to convey to potential customers.

You understand what I mean, right? Thoughts, ideas, beliefs, and spirit.

And, unless you can create an enduring slogan like Nike did, you're free to update your message over time.

That is doable, and it may be simpler than you imagine.

We'd like to introduce you to the TextCortex add-on and its incredible conversational Zeno Chat.

How Does it Work?

To access Zeno Chat, make sure you hit CTRL + ⬆️(arrow up) in your text editor.

Then, similarly to the ChatGPT, type in whatever you want TextCortex AI generators to create for you.

Also, if you use Zeno Chat, you’ll have access to a wide range of other rewriting and AI-generated tools that can make writing much easier than it was before.

By highlighting your text you can further modify it with rewriting, summarizing, tone changing, translation, text-to-speech, and other options.

Additionally, TextCortex's add-on features more than 60 AI templates available in 25+ languages for various different content formats, and it is available on 2000+ online platforms.

For new users, we have prepared a freemium account with 10 free daily creations and great rewarding programs.

Sign up today and see how TextCortex can help you come up with memorable content for your brand that will skyrocket your business and resonate with your audience.