10/09/24 – BY APRIL BUTTEN
Finding your voice: why tone matters more than you think
And the power of staying true to your roots.
You know when you meet someone for the first time, and instantly connect? It doesn’t happen often, but when it does, it feels like you’ve known each other for years. Your energy matches, personalities gel, and the vibes are vibing. Amazing, isn’t it?
Now that’s exactly what us brand strategists are trying to bottle up. Trying to figure out not just what to say, but how to say it.
That’s the magic of a killer brand tone of voice. It’s what prevents you from feeling like you’re talking to the awkward next door neighbour, or putting your foot in it with a new group of friends. It’s the personality behind your brand, and what makes your audience feel like they are talking to you or your team — not just the latest start-up with a bit of ChatGPT thrown in there.
The Dos and Don’ts of Crafting a Killer Tone
Don’t: Force It
Imagine this: you’ve got a brand you absolutely love. They’ve got a product you swear by, their design is on point, but suddenly they start talking like they’re trying to be something they’re not—sounding way too corporate, or worse, using slang that doesn’t fit.
I’ve seen it with brands that had a permanent place in my home—until they didn’t. Why? Because they were faking it. They ditched the voice that made them unique and tried to ride the Gen Z wave. Spoiler alert: it didn’t work. I’m not that cool, and neither are they, unfortunately.
The thing is, your tone isn’t just a box to tick once you’ve scheduled your captions for the month; it’s your brand’s soul on display. And if it’s forced or inauthentic, people will notice.
Do: Root It in Storytelling
I can’t stress this enough—your communication style should be steeped in your brand’s story. We go as far as crafting 80-page strategy documents just to nail down messaging that’s on-brand, on-tone, and ready to roll out across months of content. The story comes first. By the time we’re designing, all the key phrases and messaging are already there, just waiting to be woven into something visually stunning.
Don’t: Skip the Strategy
Skipping tone strategy is like showing up to a party without knowing the dress code. You might get lucky and fit in, but more often than not, you’ll feel out of place. Now that definitely works for the teenagers of today, (and don’t we all wish we spent less time worrying about fitting in back then) but when you are trying to build your own tribe, there’s quite a few values and personality traits that need to align there. See, tone is more than just choosing words that sound cool. It’s about aligning every piece of communication with who you are and who you’re talking to.
Do: Match your branding
Our own voice at BOAST didn’t just happen overnight. We started off 12 years ago as Design & Nurture—focused on hand-holding, reassurance, and long-term relationships. But as we grew, so did our confidence. Our work spoke for itself, and so did we. That’s when we rebranded to BOAST—a name that carries the punch, attitude, and ambition we were already channelling. It wasn’t just a new look; it was an attitude shift. And trust me, it’s been a real game-changer.
How We Do It at BOAST
This is why we don’t offer branding without strategy. After weeks of pouring our heart into building out your brand story in a way that’s perfectly on-tone, we end up with a strategy doc that can be re-used for everything from social posts to website copy. We spend time getting the story right before design even enters the picture so that by the time we’re working on packaging, we’re just pulling out our favourite phrases.
If you’re unsure where to start, find a muse. We’re in the middle of crafting an organic skincare brand, and let me tell you, Shayna Terese Taylor would probably send a lawyer if she knew how often her name comes up. But it works.
When you know exactly who you’re brand is talking to, it’s easier to nail down that tone.
Whether it’s Shayna or a late-night Sydney bar owner, having that muse keeps you on track.
For our own clients, if you’re ever feeling off-track with your copy, go back and read through your strategy document. It’s 80 pages of goodness for a reason. Then write a few blogs, or draft some social posts to get back into that mindset. Sass, for example (or humour, god forbid) doesn’t come naturally to everyone, but practice sure helps.
The Bottom Line
Don’t try to water down your copy to cater to the masses. Find your voice, stick to it, and let it grow with you. Your tone of voice isn’t just another aspect of your brand—it’s the one thing that makes people feel like they can trust you.
And in a world where trust is hard to come by, that’s something worth shouting about. Or, in our case, BOASTing.