Tone of Voice

Digital Marketing Blog

You’ve probably heard of “Tone of Voice”, but what exactly does it mean? In this blog post, you’ll find out what tone of voice is, why it’s important for your company, how to find your own tone of voice and what aspects you should consider. So let’s get straight to it!

What is the Tone of Voice?

The tone of voice refers to the style and manner in which you communicate as a brand or company. It’s about how you present yourself linguistically to your target group and the personality you show. Your tone of voice should be unique and stand out from others to create a strong identity for your brand.

Parallel to content marketing, it can also be found in social media marketing, email marketing, advertising campaigns and even in personal conversations. Although it is possible to change the tone of voice depending on the channel, the tonality should ideally remain consistent across all channels.

Why is the Tone of Voice important?

The tone of voice plays a crucial role in the way your target group perceives you. A consistent and engaging tone of voice helps to build an emotional connection with your customers and keep them loyal to your company in the long term. In addition, a well-chosen tone of voice can help strengthen your brand identity and set you apart from your competition.

How do you find your Tone of Voice?

The question of the right tone of voice can seem overwhelming at first, but in this blog post we give you 6 tips on how to develop your tone of voice. In the following section, we explain the role your target group, brand mission statement and keywords play in your tone of voice.

6 tips for your tone of voice

Determining your Tone of Voice can be very complex and multifaceted. However, we will help you to keep an overview. You should definitely bear the following things in mind when it comes to your tone of voice:

1. Understand your target group

Before you start developing your tone of voice, it is essential to know and understand your target group. Analyze who your potential customers are, what language they use and what their values and interests are. This will allow you to choose a language style that suits and appeals to your target group.

2. Define your brand identity

Your tone of voice should be closely linked to your brand identity. Think about the values, personality and goals you want your brand to embody and adapt your language style accordingly. Whether you opt for a friendly, humorous, professional or informal tone depends on your brand identity and your target group. It can also help to create a brand mission statement to keep the defined principles in mind. This brand mission statement defines what your brand should stand for, how it should be perceived and what makes it special.

3. Remain consistent

Consistency is key when it comes to building a strong tone of voice. As mentioned above, it may be possible for your tone of voice to adapt to each channel. However, your language and style should be consistent across all your marketing channels, whether on your website, in your social media posts or in your advertising campaigns. This helps to strengthen your brand identity and create a consistent brand experience.

4. Be authentic

Authenticity is crucial when it comes to building a strong connection with your customers. Your tone of voice should be genuine and credible and reflect the way you communicate. Avoid faking it or using language that doesn’t match your brand, as this can undermine your trust with your target audience.

5. Use keywords specifically

When developing your tone of voice, you should also keep search engine optimization (SEO) in mind. To increase your visibility in search engine results, you should integrate relevant keywords and phrases into your texts in a natural way. However, make sure that the use of keywords does not come at the expense of the readability or quality of your content and that it matches your tone of voice. If you are still unsure whether your keywords are the right ones for your tone of voice, we will be happy to help you with keyword research.

6. Test and optimize

Finally, it is important to regularly review, test and optimize your tone of voice. Analyze your target audience’s reactions to your communication and adjust your voice style accordingly. Experiment with different approaches to find out what works best and stay flexible to continuously improve your tone of voice.

Examples for Tone of Voice

In principle, there are countless different Tones of Voice, but they can be combined relatively well. In practice, there are not only friendly or professional tones of voice, but combinations of them. You can read three examples of what a tone of voice can look like in practice here.

The Tone of Voice from Sixt

The car rental company Sixt has an interesting tone of voice, as it has not only changed over the years, but also adapts to the channels. Especially on social media and billboard advertising, Sixt draws attention to itself with political statements and a creative, humorous and entertaining tone of voice. Meanwhile, on the company’s own website, Sixt communicates with a professional, technical and friendly tone of voice. This distinction in tone of voice can be damaging as it is not consistent, but Sixt benefits from it and appeals to more people.

The Tone of Voice from mymuesli

The tone of voice of mymuesli, a cereal manufacturer from Passau, communicates consistently across all channels in contrast to Sixt mymuesli. In addition to creative wordplay, there is also clear and convincing communication about the topics that are important to mymuesli. Through this interplay of wit and professionalism, the company sets its tone of voice and creates authenticity.

The Tone of Voice from Nike

The slogan Just Do It from the sporting goods company from the USA is well known around the world and stands for a motivating and inspiring tone of voice. Nike deliberately chooses this tone of voice to encourage people to push their limits and realize their full potential. The tone of voice fits the brand perfectly and perfectly integrates Nike products through its communication. Nike motivates the customer to be active through the tone of voice, which makes it obvious to buy sports products from Nike.


The tone of voice is an essential part of your communication strategy and can have a significant impact on the perception of your brand. By developing your own unique tone of voice and using it consistently and authentically across all your communication channels, you can build a strong connection with your target audience and long-term relationships with your customers.

Frequently Asked Questions

Questions & answers about the Tone of Voice

The tone of voice refers to the style and way in which you communicate as a brand or company.

First of all, it is important to understand your own target group and develop your own brand identity. The tone of voice should then remain consistent across all channels, but authenticity should still be maintained. In the next step, targeted keywords can be used to increase visibility in search engine results. Finally, the tone of voice should be constantly tested and optimized.

There are many different types of tone of voice, depending on the target group, brand identity and industry. Sixt, for example, has a creative, humorous and entertaining tone of voice on social media, while its own website has a professional, technical and friendly tone of voice. In contrast, mymuesli’s tone of voice is clear and convincing. Nike’s tone of voice is motivating, inspiring and encouraging.

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Written by:


Sarah Plank specializes in content, structure and organization. She supports clients particularly in the areas of content, onpage and offpage SEO. She is also active in website development and client CMS support.

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You've probably heard of "Tone of Voice” before, but what exactly does it mean? In this blog post, you will find out what tone of voice is, why it is important for your company, how you can find your own tone of voice and which aspects you should consider before deciding on a brand voice.

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