3 Tips For Finding Your Brand’s Voice & Tone


At CTC, we’re passionate about helping aspiring brands tell their story. Through every ad we create, we’re conveying a voice and tone that is unique to each one of our clients. Whether you’re a brave entrepreneur building a brand from the ground up, revamping your current brand, or just looking for a little inspo, these tips are for you.


But before we move on, we must first clarify the difference between voice and tone.


Voice = Mission Statement.

Tone = Application of that Mission.

Voice = Brand Personality.

Tone = Brand Flavor.

Voice = Chipotle Burrito.

Tone = Extra Avocado.


Now, how do you develop a voice & tone that $ells? Our three in-house voice & tone experts (also known as Copywriters) have generously shared their most valuable insights to effectively curate the way you express yourself.


1. Adrianne says: Know Who You’re Talking To. “Remember how your approach was different if you were asking dad for something instead of  mom? The same tactic applies here. You need to know who your customer is so that your message can be received as clearly as possible.. Ask questions like, ‘What does your customer look like? Where do they live? What do they do on the weekend? How do they dress? Where do they work?’ Gusto does this well. The payroll, benefits and HR services provider knows that they’re talking to a younger, millennial generation of companies who tends to eye-roll every time the word HR is mentioned. They get it, and they’re here to help spice things up.”


2. Richard says: Be Clear About Who You Are And Be Confident In That Thing. “One of my clients is Born Primitive, a ‘Patriotic Fitness Brand.’ Their voice is so unique to their space, and they’re so confident about it throughout their entire site. That makes my job as a copywriter incredibly easy. What makes copywriting challenging is when brands are confident in who they are but can’t articulate it, or, on the flip side, can clearly explain who they are but don’t have the confidence to execute their message. A good example of the end result of this kind of clarity and confidence is Slack. It’s not often that brands use humor effectively. However, Slack knows exactly who they are, and their copy is actually funny because of the confidence with which it’s delivered.”



3. Amanda says: Don’t Overdo It. “What we’re finding in e-commerce is that when people are married too closely to a very specific brand voice, there are more pitfalls than successes to be had. Because of the variety of platforms that the brand voice has to exist on, if you become too rigid then you risk the adaptability necessary to succeed on every platform . It pigeonholes you. You need to speak in plain English, and it can’t be overly complicated. The voice and tone has to be approachable, but separate from that, everything else needs to be adaptable and malleable. Headspace is one of my favorite brands that has taken something that should be complicated and made it extremely approachable. Be flexible. Otherwise, you’re going to have a great brand but no sales and that’s not the goal.”



To help you develop a voice and tone you’re proud of, we’ve created a lil’ worksheet!

Check it out right here or download it for later use. 10/10 would recommend worksheeting at your favorite coffee shop on a sunny Saturday morning.


My brand exists to _________________________.

I want my brand to make people feel ___________________.

I want my brand to inspire people to ____________________.

Words that describe my brand include _________________, ____________, and _________.

When people think of my brand, I want them to also think of brands like __________, and ______________.




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