Brand Voice vs. Tone: What’s the Difference and Why it Matters

Brand and voice

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. 

 


 

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