{"id":188436,"date":"2022-08-12T11:46:28","date_gmt":"2022-08-12T09:46:28","guid":{"rendered":"https:\/\/loudavymkrokem.cz\/?p=188436"},"modified":"2026-06-05T21:08:35","modified_gmt":"2026-06-05T19:08:35","slug":"brand-voice-guide","status":"publish","type":"post","link":"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/","title":{"rendered":"What Is Brand Voice (Tone of Voice) and How to Define It"},"content":{"rendered":"\n<p><strong>Brand voice \u2014 also known as Tone of Voice or Brand Tone \u2014 is simply a term for how your brand speaks.<\/strong> While it might sound trivial, and it&#8217;s something smaller brands (and honestly, even many larger ones) often overlook, your brand voice is an integral part of branding and an incredibly practical tool for unifying your company&#8217;s communication.<\/p>\n\n\n\n<p>Your brand voice is essentially <strong>the personality of your brand.<\/strong> It&#8217;s not about what your brand says \u2014 <strong>it&#8217;s about how it says it and the impression it leaves on your audience.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/1.jpg\" alt=\"Women from different cultures representing brand voice.\" class=\"wp-image-58192\" width=\"600\" height=\"315\" title=\"\"><figcaption>Just as a brand manual guides your visuals, your Tone of Voice defines how your brand speaks.<\/figcaption><\/figure>\n<\/div>\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#Why_Is_a_Well-Defined_Brand_Voice_Important\" >Why Is a Well-Defined Brand Voice Important?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#What_Does_a_Brand_Voice_Document_Look_Like\" >What Does a Brand Voice Document Look Like?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#How_Do_You_Set_Up_a_Brand_Tone_of_Voice\" >How Do You Set Up a Brand Tone of Voice?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#How_to_Define_Your_Brand_Voice_Without_a_Marketing_Specialist\" >How to Define Your Brand Voice Without a Marketing Specialist<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#Formal_or_Informal\" >Formal or Informal?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#What_Will_Your_Communication_Style_Be\" >What Will Your Communication Style Be?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#How_Do_We_Communicate\" >How Do We Communicate?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#What_Kind_of_Language_Will_You_Use\" >What Kind of Language Will You Use?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#Emoji_Usage\" >Emoji Usage<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/loudavymkrokem.cz\/en\/brand-voice-guide\/#Use_of_Colours_Punctuation_and_Capital_Letters\" >Use of Colours, Punctuation, and Capital Letters<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Is_a_Well-Defined_Brand_Voice_Important\"><\/span><strong>Why Is a Well-Defined Brand Voice Important?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Every person you know has their own way of speaking.<\/strong> We&#8217;re all unique in the way we express ourselves. Whether we&#8217;re hyper-correct, use lots of pet names, or pepper our texts with emojis \u2014 it all leaves a certain impression on others.<\/p>\n\n\n\n<p>And every brand wants to leave a lasting impression on its audience too. The way your brand communicates shapes how people perceive you. <strong>A distinctive communication style sets you apart from the competition and makes you far more memorable.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/2.jpg\" alt=\"Illustration of people representing brand communication\" class=\"wp-image-58193\" width=\"600\" height=\"315\" title=\"\"><figcaption>Your employees communicate on behalf of your brand. That&#8217;s why it&#8217;s crucial they all speak in a unified manner \u2014 in line with your company&#8217;s Tone of Voice.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Does_a_Brand_Voice_Document_Look_Like\"><\/span><strong>What Does a Brand Voice Document Look Like?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Your brand voice is part of your brand book (brand manual) and is created as a <a href=\"https:\/\/loudavymkrokem.cz\/obsahovy-marketing%EF%BF%BC\/\"><strong>component of your content strategy<\/strong><\/a>. It&#8217;s <strong>a standalone strategic document<\/strong> that every employee should be familiar with. This document serves as a guide for how to communicate with customers and suppliers alike.<\/p>\n\n\n\n<p><strong>It covers aspects like formality level, how you address customers, the use of emojis, punctuation conventions, the use of slang and jargon, and other specific communication characteristics.<\/strong><\/p>\n\n\n\n<p>More thorough documents include real-world examples from customer support interactions, supplier communications, social media posts, presentations, and more. They often also outline how to write and reference your brand name correctly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_You_Set_Up_a_Brand_Tone_of_Voice\"><\/span><strong>How Do You Set Up a Brand Tone of Voice?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>First, a marketing specialist audits your communication channels and evaluates the current state of your messaging. (You&#8217;ll also fill out a detailed questionnaire together.)<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>You write down how you want your brand to be perceived. You may already have this covered in your brand manual.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>You identify your core customer demographics (for example, if your primary audience is 45+, you&#8217;ll likely opt for a more formal tone).<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Based on all of the above, the marketing specialist crafts your Tone of Voice document.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Define_Your_Brand_Voice_Without_a_Marketing_Specialist\"><\/span><strong>How to Define Your Brand Voice Without a Marketing Specialist<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Complete the first three steps above, and then \u2014 based on your target customers and the way you want your brand to be perceived \u2014 decide on the following:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Formal_or_Informal\"><\/span><strong>Formal or Informal?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Only a handful of brands dare to take a casual, first-name approach with their audience. It&#8217;s bold, it&#8217;s risky, but it&#8217;s highly memorable. This approach works best for brands that want to <strong>appeal to a younger demographic and come across as edgy and fresh.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Will_Your_Communication_Style_Be\"><\/span><strong>What Will Your Communication Style Be?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Will you lean formal or casual? Will you aim to be witty and playful, or will you always stay professional and authoritative?<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">Brand voice example from the Tone of Voice guide of <a href=\"https:\/\/www.nanospace.cz\" target=\"_blank\" rel=\"noreferrer noopener\">nanoSPACE<\/a>:<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Do_We_Communicate\"><\/span><strong>How Do We Communicate?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Simply and clearly.<\/strong><\/li><\/ul>\n\n\n\n<p>We value our customers&#8217; time, so we communicate in a straightforward, clear, and concise way \u2014 no filler words or unnecessary fluff.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>We&#8217;re translators.<\/strong><\/li><\/ul>\n\n\n\n<p>We can explain complex technologies in simple terms that anyone can understand. We use relatable comparisons and simplify information without distorting it.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>We&#8217;re authentic.<\/strong><\/li><\/ul>\n\n\n\n<p>We grew from a very small company, and even though we now have hundreds of thousands of customers, we still remember the days when we shipped just a few packages a day. We genuinely value our customers, listen to their concerns, and do our best to help.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>We&#8217;re kind and polite.<\/strong><\/li><\/ul>\n\n\n\n<p>We&#8217;re customer-first. We enjoy communicating with our customers, we strive to understand their issues, and we do everything we can to help. That&#8217;s why we always communicate courteously and with a smile.<\/p>\n\n\n\n<p class=\"has-pale-cyan-blue-background-color has-background\">End of example.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Kind_of_Language_Will_You_Use\"><\/span><strong>What Kind of Language Will You Use?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Decide whether you&#8217;ll stick to standard, polished English in your communications or allow slang and colloquialisms. <strong>If your brand aims to evoke strong emotions, you&#8217;ll likely permit expressive language<\/strong> and a more conversational register.<\/p>\n\n\n\n<p><strong>This section also addresses the use of jargon and technical terms.<\/strong> For instance, nanoSPACE advises its employees to avoid technical language whenever possible and to always communicate in a way that anyone can easily understand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Emoji_Usage\"><\/span><strong>Emoji Usage<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>It might sound amusing, but <strong>emoji usage is now commonly regulated within companies.<\/strong> Emojis convey emotions, which is why brands define which emojis are allowed and how many can be used across different types of communication.<\/p>\n\n\n\n<p><strong>Some companies ban emojis in their communications entirely<\/strong>, while others permit only a select few that align with their brand identity.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"630\" src=\"https:\/\/www.loudavymkrokem.cz\/wp-content\/uploads\/2023\/05\/4.jpg\" alt=\"Emojis on a yellow background\" class=\"wp-image-58194\" title=\"\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_of_Colours_Punctuation_and_Capital_Letters\"><\/span><strong>Use of Colours, Punctuation, and Capital Letters<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Just like emojis, punctuation is regulated in brand communications. <strong>Most companies clearly state<\/strong> that you cannot use more than one punctuation mark in a row (e.g. multiple full stops or exclamation marks).<\/p>\n\n\n\n<p>It&#8217;s also standard practice to regulate <strong>WRITING IN ALL CAPS<\/strong>, unless it&#8217;s a product or company name. <strong>All caps can come across as shouting at your customers \u2014 and that&#8217;s never a good look.<\/strong><\/p>\n\n\n\n<p>Some companies also prohibit using <strong>any colour other than black<\/strong> in email communications, or specify exactly how important information should be highlighted for the customer.<\/p>\n\n\n\n<p><strong>Need help setting up your brand&#8217;s Tone of Voice? Don&#8217;t hesitate to get in touch with us at info@lkmedia.cz.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u2705 Why having a defined brand voice matters \u2705 What a well-crafted tone of voice looks like \u2705 How to set your brand voice on your own<\/p>\n","protected":false},"author":3,"featured_media":58195,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","rank_math_title":"Brand Voice: What It Is & How to Define It","rank_math_description":"Learn what brand voice is, why it matters for your business, and how to define your tone of voice step by step. Discover real examples inside!","rank_math_focus_keyword":"brand voice","rank_math_seo_score":""},"categories":[324,683],"tags":[],"class_list":{"0":"post-188436","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-social-media"},"acf":[],"featured_image_src":"https:\/\/loudavymkrokem.cz\/wp-content\/uploads\/2022\/08\/instagram-checklist.jpg","author_info":{"display_name":"Lucie Kone\u010dn\u00e1","author_link":"https:\/\/loudavymkrokem.cz\/en\/author\/lucie-konecna\/"},"_links":{"self":[{"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/posts\/188436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/comments?post=188436"}],"version-history":[{"count":1,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/posts\/188436\/revisions"}],"predecessor-version":[{"id":188440,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/posts\/188436\/revisions\/188440"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/media\/58195"}],"wp:attachment":[{"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/media?parent=188436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/categories?post=188436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/loudavymkrokem.cz\/en\/wp-json\/wp\/v2\/tags?post=188436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}