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.
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.