Because your audience can feel the difference, even if they can’t name it.
Have you ever read a message from an organization you respect and it feels… off? Like the tone was just a bit too casual? Or oddly robotic? That’s usually a misalignment between brand voice and tone, and it’s more common than you think.
When voice and tone are misaligned, your message can unintentionally confuse or alienate your audience, even if the content itself is accurate. That’s especially risky in mission-driven work, where trust and emotional connection are key. A heartfelt campaign can fall flat if the tone feels too corporate, while a serious announcement can lose credibility if the tone is overly casual. Getting it right means being intentional about not just what you say, but how you say it, every time.
Let’s clear it up:
- Brand voice is your organization’s personality. It’s consistent and foundational.
- Tone is your delivery style. It adapts to the situation, audience, and platform.
Imagine your brand as a person. Their voice doesn’t change, but their tone shifts whether they’re giving a keynote, tweeting, or comforting someone in a crisis.
Why it matters in the mission-driven space:
- Consistency builds trust
- Clear tone shows empathy
- Distinct voice makes you memorable
Example Breakdown:
|
Scenario |
Voice |
Tone |
|
Annual Report Introduction |
Inspiring and confident |
Formal and celebratory |
|
Event Reminder Email |
Warm and community-focused |
Friendly and action-driven |
|
Crisis Statement |
Empathetic and calm |
Reassuring and direct |
Quick Action:
Try building a “tone wheel” with your team. Map how your tone should adapt across content types, from social media to board memos.
Pro tip: Share your voice and tone guide with everyone who communicates on behalf of your organisation, not just the comms team.
Chris
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