Branding your business
Lesson 8

Mind your tone

Branding design course - Mind your tone - Shannon Bell
Brand design course - connect with color - James Gilmore
Up Next - Lesson 9
Connect with color
  • What a brand voice is and why and it’s important
  • The difference between brand voice and tone

A consistent brand voice will help you connect with your customers and stand out from your competitors.

Think of your brand as a living, breathing, person.
What kind of conversation will you have with them?

That’s the brand voice you want to nail.

Mind your tone.

So, when we’re building tone-of-voice for a brand, we often look to popular figures in culture.

If you think about the sort of qualities that you want your brand to embody, whether it’s warm, whether it’s funny, whether it’s bold, whatever they are, try to find someone who you know, it could be an actor, it could be a politician, it could be anyone who captures those those qualities, and then just go and listen to the way they talk. If they write, go and read the things that they’ve written, look at the terms of phrase that they use, look at the words that they use.

And then, trying to mimic that for your own brand can be a good starting point.

Brand voice is how your personality is expressed through language.
Remember those adjectives you’ve used to describe your personality.
You want these to come across in your voice, too.

Is your brand professional and to the point, or sassy and tongue-in-cheek?

Now, what’s the difference between voice and tone.

Think of it this way.

You have the same voice all the time, but your tone changes depending on the context.

You have one tone, when you’re calling your mum and another when you’re meeting your boss.

My top tip?

Always read what you’ve written aloud to test whether it’s something someone would actually say. Because it’s not just about what you say. It’s how you say it.

Branding your business Lessons

01 – What’s a brand?
02 – Start with purpose
03 – Find your tribe
04 – Add some personality
05 – Give it a name
06 – Design your logo
07 – Find the right font
08 – Mind your tone
09 – Connect with color
10 – Style your imagery
11 – Build a Brand Kit
12 – Evolve your brand