Brand Voice and Tone
How you write is as much a part of your brand as how you look. Brand voice is your consistent personality in words; tone is how that voice flexes to suit the situation — reassuring in an apology, upbeat in an announcement.
Defining both gives everyone who writes on your behalf a clear guide, so a tweet, a proposal and a support reply all sound like the same organisation.
Voice vs Tone
Think of voice as your character, which stays constant, and tone as your mood, which adapts. A friendly brand is always friendly, but it is gentler in a complaint than in a celebration.
Defining Your Voice
- Pick three or four adjectives that describe you.
- Give examples of phrasing that fits and that does not.
- Agree how formal or casual you want to be.
- Note any words or jargon to avoid.
Why It Pays Off
A defined voice makes content faster to write and instantly more cohesive. Readers come to recognise you by how you sound, which builds familiarity and trust just as a consistent visual identity does.
Frequently Asked Questions
Is brand voice only for marketing?
No. It applies everywhere you use words — emails, error messages, invoices and support replies all shape how you are perceived.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.