Embracing Your Tone of Voice

Alright, I admit it.

My name is Emma-Jane Anderson and I’m addicted to GIFs.

Do I think they’re funny? Yes!

Do I think they’re clever? Yes!

Does using them so often scream to the world that I’m a millennial? …apparently, yes!

I use them a lot. And so do the rest of my greys-anatomy-binging, spice-girl-loving, playing-outside-unsupervised-til-dark generation. And apparently, the way that I communicate with them is a dead giveaway for who I am and how you can expect to interact with me. (At least, so I’m told by the person who outed me as a gif-abuser).

This got me thinking about Tone of Voice for brands—how we speak and write, what makes our style unique, and why authenticity in your brand voice matters more than following some corporate rulebook.

What is Tone of Voice, really?

Explain it to me like I’m 5 years old. Or an aging millennial.

Your brand’s Tone of Voice isn’t just about what you say—it’s how you say it.

It’s your brand’s personality! It’s how you’d sound if your brand came to life in human form.

When you’re using your TOV consistently, your audience will be able to recognise your voice—allowing them to build relationships with you and trust what you have to say.

For example, if David Attenborough’s voice tells you that the cheetah is the fastest animal on land, you’d believe it. If Kim Kardashian did the voice-over instead… well, I’d be dubious, wouldn’t you?

Finding Your Voice: The Questions That Matter

Let’s figure out who your brand really is.

If they were at a party, who would they be?

Would you find your brand….

• Making pop culture references and dropping GIFs like hot potatoes (hello, it me)
• Telling fascinating stories that everyone gathers around to hear
• Offering practical, no-nonsense advice
• Building curiosity in the crowd as they share clever observations?

If you’re not sure, it’s worth digging a little deeper.

Ask yourself:

1. If your brand was a person, who would they be?
2. What do you want to be known for?
3. What makes you different from everyone else in your space?
4. What kind of relationship do you want with your audience?
5. What would feel inauthentic for your brand to say?

The Voice:Value Scale

Rate where your brand sits between these pairs:

🧐 Serious <—————-> Playful 🙃

📈 Corporate <—————-> Casual 🩴

📝 Traditional <—————-> Modern🤖

🤫 Reserved <—————-> Bold 🥳

🎩 Formal <—————-> Conversational🧢

TOV in Action: Same core, different vibe.

Let’s see how different voices handle the same message:

The Message: “We’ve updated our website.”

👔 Corporate Voice: “We are pleased to announce the implementation of our new digital interface.”

👋 Friendly Professional: “Our website just got a fresh new look! Take a peek and let us know what you think.”

🌈 Bold & Playful: “New site, who dis? We’ve had more work done than a Real Housewife, and we’re not sorry about it.”

Keep It Consistent (But Not Robot-Like)

Your tone can flex a little depending on the situation (like how you wouldn’t text your boss the same way you text your bestie), but the core personality should stay the same.

Think about:

• Different channels (LinkedIn vs Instagram)
• Different content types (blogs vs emails)
• Different audiences (clients vs industry peers)
• Different situations (celebrating vs apologising)

Dial up or dial down your TOV, depending on the context.

Word to the wise:

Finding your brand voice is about being authentically you – just the most polished, professional version of you. Maybe that means embracing your GIF addiction (hi! guilty!). Maybe it means letting your dad jokes shine. Whatever it is, own it!

Because here’s the thing: when you try to sound like everyone else, you end up sounding like nobody at all.

Need help finding or refining your brand’s voice? Great Scot! is here to help bring your stories to life. Let’s make something great together.