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A tone of voice is basically the way you come across in your marketing material – so it’s what you say and how you say it. This matters because it gives your company its own personality and makes you stand out from the crowd. The right tone also creates a positive feeling and tells a consistent story about your company and what it stands for.

But if you don’t define how you want to be seen, then you risk sending out mixed messages that can harm your company’s reputation. And having a broad set of principles tied around a vague company mission statement won’t cut it either. Only a tone of voice guide can clearly define who you really are, with specific guidance on how to carry your core message through to your customers. To put it simply, having no tone of voice guide means having no real voice at all.

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