The Power of Tone: How Brands Convey Tone and Examples (2024)

The Power of Tone: How Brands Convey Tone and Examples (2024)

What is tone?

Tone refers to the way a brand communicates its message to its audience. It encompasses the emotions, attitude, and personality that the brand conveys through its marketing materials, website, social media, and other communication channels.

Brand tone vs. brand voice

While brand voice refers to the unique way a brand communicates its message, brand tone is the specific emotional inflections that the brand uses. Brand tone is what sets the mood and creates the emotional connection with the audience, while brand voice is the overall personality and style of the communication.

Factors that influence brand tone

Several factors influence a brand’s tone, including the target audience, the brand’s mission and values, and the overall brand identity. Understanding these factors is crucial in creating a consistent and effective brand tone.

Examples of brand tone


Chubbies, a clothing brand, has a playful and lighthearted tone in its marketing. Their use of humor and casual language resonates with their target audience, creating a fun and relaxed brand image.

Manitobah Mukluks

Manitobah Mukluks, a footwear brand, uses a more authentic and cultural tone in its messaging. Their focus on storytelling and heritage creates a sense of tradition and connection with their audience.

Death Wish Coffee

Death Wish Coffee, a coffee brand, has a bold and edgy tone in its branding. Their use of strong language and imagery creates a sense of adventure and excitement, appealing to their audience of coffee enthusiasts.

How to define your brand tone

1. Research audience demographics

Understanding your audience’s demographics, including their age, gender, location, and interests, can help you tailor your brand tone to resonate with them.

2. Consider your mission and values

Your brand’s mission and values should be reflected in your tone. Whether you stand for sustainability, innovation, or inclusivity, your tone should align with these principles.

3. Find inspiration

Look at other brands in your industry or beyond for inspiration. Analyze how they convey their tone and identify what resonates with you and your audience.

4. Identify tones that suit your brand

Experiment with different tones to see what best represents your brand. Whether it’s humorous, serious, or inspirational, finding the right tone is essential.

5. Create a tone guide

Document your brand’s tone in a style guide that outlines the specific language, emotions, and messaging that should be used in all communication. This will ensure consistency across all channels.

Defining tone for your brand FAQ

Can brand tone affect perception of a brand?

Absolutely. The tone sets the emotional connection with the audience and can influence how the brand is perceived. A positive and relatable tone can create a favorable impression of the brand.

Can brand tone help connect with a target audience?

Yes, finding the right tone can help establish a deeper connection with the target audience. When the tone resonates with the audience’s emotions and values, it creates a stronger bond.

Can brand tone vary?

While it’s important to maintain a consistent tone, it can vary slightly based on the specific communication and context. For example, a brand’s tone on social media may be more casual and informal, while their tone in customer service emails may be more professional.

In conclusion, the power of tone in conveying a brand’s message cannot be overstated. By understanding the factors that influence brand tone and learning from successful examples, brands can create a compelling and consistent tone that resonates with their audience. This emotional connection can lead to increased brand loyalty and customer engagement.