Ever heard of "Verbal Identity"? Don't worry if you haven’t. I am sure you know exactly what it is. Imagine – you’re reading a transcript, and after a few lines, you know it’s Oprah Winfrey. Or, Donald Trump. Wildly different, yes, and each has such a clear tone you could pick them out of a lineup. That’s Verbal Identity in action right there.
What Is Tone of Voice for a B2B Tech Brand?
Tone of voice isn’t about what you say; it’s about how you say it. Think of it as the personality that comes through the words, even when there’s no actual voice. It’s not the idea itself – it’s the delivery, the personality, the vibe. Just like you wouldn’t expect James Bond and Jason Bourne to narrate the same action scene the same way, right?
Tone of voice shapes the mood and personality of every word, every sentence, and yes, every little pause. Or to put Jason Bourne on the spectrum with an opposite. He is on one end with his calm, collected, zero-frills delivery. Then there’s Oprah on the other, bringing empathy and rhythm to everything she says. Yet Bourne and Trump are very different too. The best tones are unmistakably them – no one else speaks quite that way.
Alright, But What Are We Talking About Exactly?
If you’ve seen a tone of voice document, you know the drill: there’s usually a lineup of adjectives, pointers on active vs. passive voice, formality levels, words to include and avoid and maybe a few famous personality comparisons for good measure. These documents are put together with a lot of thought and it is quite time consuming to get the tone right (and synced), well described and more importantly to train the next group of people to apply it right.
Picture Jason Bourne on one end of the spectrum with his calm, collected, zero-frills delivery. Then there’s Oprah on the other, bringing empathy and rhythm to everything she says. The best tones are unmistakably them – no one else speaks quite that way.
Why B2B Tech Brands Need a Clear Tone of Voice
One, words are the cheapest brand asset you’ll ever have. And you use them anyway, every day you might as well make them work for you.
Two, defining a clear tone makes life so much easier for writers. It’s like stepping into a character’s shoes – you get a feel for how this person, or brand, would talk. Some of us will go by instinct, others might follow a guide, but the idea’s the same: paint a vivid personality, and stick to it. Still, if we’re being honest, writing with tone is trickier than it sounds.
Key Elements to Shape a Brand’s Personality
Here’s the essential list, the markers that keep a brand sounding like itself from a website blurb to a holiday greeting card:
Bold vs. Subtle: Bold brands push boundaries, daring us to notice, while subtle ones keep it smooth and classy.
Playful vs. Serious: Playfulness says “we’re creative, come join us,” while seriousness feels like the seasoned expert, a trustworthy guide.
Innovative vs. Traditional: Forward-thinking or rooted in history – innovation says “future,” tradition says “foundation.”
Approachable vs. Exclusive: Inclusive language for the wide net, exclusivity for the niche.
Challenger vs. Established: The upstart pushing the envelope versus the expert sticking to its well-built reputation.
Confident vs. Humble: Confidence breeds trust, but humility creates connection.
Passionate vs. Rational: Passion feels like “let’s do this,” rationality says “here’s the data.”
Sophisticated vs. Simple: Sophistication brings a certain elegance; simplicity keeps things clear and approachable.
Now, two elements that are core but a little adaptable:
Directness: While some brands are direct to the point, this might dial down a notch in high-stakes or sensitive situations.
Emotional Tone: If empathy is central to the brand, it might become neutral in settings like investor updates but warms up in customer care.
Tone Elements That Adjust with Context Certain tone traits flex depending on the platform, audience, or moment. Think of these as the fine-tuning options:
Formality: Casual for a podcast, formal for the annual report.
Technicality: Jargon-heavy for insiders, plain-speak for customers.
Seriousness vs. Lightheartedness: From all-business in a crisis to breezy for a new product launch.
Empathy Level: High empathy in customer support, more neutral for general updates.
Cultural Adaptability: Adjusting language to local norms or keeping it universal.
So, there you have it. A well-crafted tone of voice isn’t just about "sounding right" – it’s about building a recognizable brand personality. And once you’ve got that, the rest is all about consistency – every message, every medium, no matter the context. Sounds straightforward, right? Well, it is...until it isn’t. But that’s where the fun starts.
How does your brand’s tone of voice reflect your company personality? Do share your approach or challenges by dropping me a line.
