Are you struggling with building trust in your brand using new marketing practices that we see every day?

Well, many content creators are struggling with this idea, and the solution, at least on paper, is pretty simple.

It is a combination of delivery, consistency, and repetition.

The first two parts are closely related, and we can place them under one roof called the tone of voice.

Today we will look into how tone of voice affects marketing campaigns and how to find your tone of voice in marketing.

Let us start from the basics and walk to the parts experts use every day.

What is The Essence of The Tone of Voice 

The tone of voice in marketing refers to the language and style used by a brand to communicate with its audience

The tone of voice is an essential aspect of a brand’s identity and can be used to convey its values, personality, and positioning in the market.

What Does Tone of Voice Brings to Marketing

For example, everyone on the planet has seen or heard the famous Nike expression, “Just do it”.

A simple and effective way to present a company as one that gives you the courage to do things and use opportunities.


A positive brand image, like trust or innovation, leads to better sales. 

For instance, research shows that 90% of customers will pay more for a brand they trust

In the main segment of the article, we will talk about all these segments and provide guidance on how to find your tone of voice in marketing.

What Are The Key Factors in Finding Your Tone of Voice in Marketing

A recent study shows that trust is critical for 75% of young customers between 18 and 35.

So how do you invoice trust in your brand?

With more and more content available, you can find any combination of words and statements.

How you present your brand is the best approach to set your brand apart from the competition.

Lets us discuss some of the key parts when developing your tone of voice in marketing

1. Know Who You Are and Who You Want To Become 

Study shows that companies with a strong stand behind their mission or market presentation have a chance for recommendation increased by 450%

Let us take a look at one comparison from the smartphone industry:

  • iPhone - In the last 5 years, even fanatic users of the Apple ecosystem admit that the iPhone is not the best value-for-money phone in the market. And still, the iPhone makes fantastic sales results, in good part due to the marketing and what the brand stands for.
  • On the other hand, Xiaomi has at least one phone every year in the top 5 best bang for a-buck phones in the World. This effort ensures Xiaomi’s sales are on the rise but does not ensure a loyal fan base to support the brand when it fails to deliver or changes its strategy.

Before you make yourself known, answer some questions to know yourself better:

  • Who are your brand's customers?
  • What does your company have that others do not?
  • What do you strive for?
  • What is the culture you are part of?

Considering these responses, you can determine what distinguishing characteristics to highlight in your outreach materials

The next step is to figure out how to convey those ideas through your content.

2. Customer Personality 

The people you want to reach are vital elements in building your brand's strategy. 

The best way to reach a targeted audience is to talk to them on their terms. 

So, the focus should derive from questions like:

  • Who is your focus group? 
  • What do people want from a product in your industry? 
  • What are strong stands for targeted groups?

When it comes to finding answers to questions like these, you can find them on sites like Quaora or make your own survey with the more direct answers you need.

With all that information, you can create virtual customers and play out scenarios to find your tone of voice in marketing.

For example, if your company is selling eco-friendly dish soap, it is a good idea to know more about the person:

  • What is their preferred social network?
  • What are their favorite TV shows/sports?
  • What is their source of daily news?

Let us take a look at this last question. 

A person looking for daily information on Youtube is more inclined to look for alternative solutions compared to a person watching the evening news or reading New York Times.

With that in mind, you can adjust your presentation focus and tone while telling a story about your product.

An answer to why this approach works is given in Harvard Business Review research stating that in 64% of cases, shared values are responsible for people building relationships with brands.

3. Review Your Content 

You should not forget your published content and focus on the next one. It is especially true for online content since it is constantly available, and you can improve it anytime.

1. Adjust Marketing Strategy As Brand Adjust To The Industry

Brands and companies evolve over time just like people, and these changes affect your future writing but also your past work.

Unlike paper copy, the benefit of online content is that you can adjust the tone to align with your brand demands.

It would be best to make minor adjustments, so do not make changes like supporting something to opposing it.

2. Take Only The Best

Over time, as you publish more and more documents, pay attention to some trait lines of the best-performing writing.

With enough information from your previous work, you can see patterns of what your target audience prefers

It would help if you looked in your previous work for answers to questions like:

  • Does my reader like descriptive presentation or proof? 
  • How much influence do trends like hit shows have on your reader? 
  • What is the length of text with the best results?

In the end, some of the traits you notice are related to the tone of your writing, so build upon previous success.


If you do not have a large enough pool of published texts, try A/B testing.

Two articles taking the same story with different tones will provide direct results of what are the inclinations of the targeted audience.

Also, you need to pay attention to which content formats have the best results in your industry and how to make those trends yours.

4. Know Your Competitors 

You and your competitors have eyes on the same group of people, and with this in mind, your conclusions about what your customer wants will look like.

This brings 2 major points why you should pay attention to what competition is doing in marketing:

1. Use Competitors’ Results To Understand Market Trends

Competitors’ successes and failures bring you knowledge of where market interests lie.

When people see someone’s success, their first instinct is to repeat the same process to get the same results. But, before you jump into coping competitors’ steps, read the next point.

2. You Do Not Want to Look like a Copycat

You spend all that time and resources to make unique content just to see it is the same as your competitors.

Similar campaigns cause confusion with targeted audiences and do not carry the same punch as unique ones.

5. Keep a Consistent Brand Image

Brands with a consistent image across all platforms build their image faster and are more memorable.

In addition, customers relate to your message due to consistency, which ultimately leads to trust.

Let us look at Coca-Cola. The company we all know and have seen their marketing campaigns all the time. 

Now let us compare two brands under the Coca-Cola’s umbrella:

1. Coca-Cola

On every platform, Coca-Cola is advertised as an old faithful companion, this reflects in all aspects: 

  • Iconic bottle shape that stays the same with small variations.
  • Family Sunday lunch “must” have Coca-Cola on the table. 
  • Enjoying movies, popcorn, and Coca-Cola.

2. Fanta

Fanta as a brand in constant changes in all aspects of its product:

  • A huge number of flavors for different markets.
  • Packaging changes every few years.
  • Marketing campaigns centered on teenagers' constantly changing lifestyles.

6. Make All Writers Know How to Write On the Same Terms 

For your campaigns to deliver a consistent message and have the same level of content quality, your team should have the same understanding of the goal.

The first step you should take is to have a group presentation with examples of what you expect from your writers, and this will allow you to answer any questions that may arise.

Having whiteboards with key elements presented as bullet points visible in the workspace is a good idea.


In addition, an electronic file with 3-5 lines explaining your strategy is the best tool to streamline the writing process and ensure consistency in every document they create. 

How To Improve Your Tone of Voice In Marketing With TextCortex

Today’s article is closing to the end, so let’s sum it all up in a few words.

Positive feelings like trust, courage, or reliability drive sales and create a devoted fan base.

The tone of voice is crucial for delivering desired messages to customers.

Your tone of voice in marketing is a combination of multiple aspects:

  • Brand image
  • Customer image
  • Learning from customers’ reactions to your content
  • Knowing your competitors
  • Messaging consistency
  • Making your writers work as one 
  • Using the right tool for assistance in writing

But, you see, there is a bonus tip.

For complex tasks like finding the right balance in a tone of voice in marketing campaigns, we recommend consulting programs like TextCortex.

For starters, we recommend a section called ZenoChat.

In your text editor, simply press the combination of CTRL and arrow up, at that time, you can type any idea you have for writing a marketing article, and the program will create one for you.

Of course, the point is to write your own and learn from this helpful tool, so make adjustments to reflect your brand’s idea best.

On the other hand, if you have created some text but you need to adjust the delivery tone section, it is there to help you.

Additional modifications are available in sections like rewriting, summarizing, translation, text-to-speech, and other options.

Furthermore, 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.

You are new to writing and still looking for the best deal on writing tools?

The freemium plan with 10 daily creations is a great place to start, when you get a chance, check out our rewarding programs.

Sign up today and make the best of your marketing writing with TextCortex assistance.