Transform your branding with a compelling tone of voice
Hilary Salzman, business storyteller and author of our guest blog on tone of voice in branding
In conversation with business storyteller Hilary Salzman (a note from Rachael & Simon)
There’s a lot more to branding than the visuals, despite the fact that we tend to see the visuals first - it’s easy to get fixated on your logo and it become the beginning and end of your branding. However, in our conversation with Hilary Salzman, a business storytelling consultant and author of The Roar of Her Story, she explains that it’s actually the words and their tone that carry your visuals forwards. We work closely with Hilary as the copywriter for our website design projects, plus she helped us establish our brand story after many years of holding it in our minds. Not only that, but she gives us four helpful steps to start to define that tone of voice - helpful if you’re just starting out or want to explore yours a bit more - commons mistakes to look out for and even a quick win to help you progress!
Introduction: Your business brand identity isn't just what people see
Strong visuals are often the first thing people notice about a brand; the logo, colours, typography, photograph and the way everything fits together. Get that right, and you’ve already started to tell a story before a single word is read. But here’s the thing: the moment someone engages with your words, your tone of voice has to carry that story forward.
Think of it like this: visuals set the stage, but your voice delivers the story. If the two don’t match, the whole experience feels off. A sleek, modern identity with stiff, corporate copy? Confusing. A playful brand palette with bland, safe messaging? Forgettable.
The most memorable brands marry the two; a clear visual identity and a distinct voice that work together seamlessly. In this blog, I’ll share why tone of voice matters just as much as design, how to define yours, common mistakes to avoid and why storytelling is the glue that makes it all stick.
Wildings is a website designer for small business offering website design. Based in Torquay in South Devon, we deliver small business website design for design-conscious brands like garden designers, interior designers, architects, circular ethos restaurants, speciality coffee shops, organic cafés and boutique hotels. This is our series on the important areas that crossover with branding, featuring guest blogs from our regular collaborators. Whether it’s photography, copywriting, printing or otherwise, find out what makes for a strong, attractive brand.
What is ‘tone of voice’ and why does it matter in branding?
Your tone of voice is how your brand sounds in words. It’s the rhythm, style, and personality that underpin everything you say, from your website and social posts to your proposals and out-of-office replies.
It’s not just whether you’re formal or informal, or whether you use emojis or not. It’s about consistency and intention. A brand with a clear voice doesn’t just tell people what it does, it makes them feel something.
When visuals and voice work together, the brand feels whole. Take Innocent Drinks: quirky packaging design paired with witty, conversational copy. Or Patagonia: stripped-back visuals matched with straight-talking activism. Both are instantly recognisable because their words and design speak the same language.
If you're not intentional about your brand messaging, your small business ends up sounding generic at best or confusing at worst.
Why you need a consistent brand voice and how it influences your customer relationships
Visual branding creates your first impression. Your tone of voice is the conversation that follows and it's what turns browsers into buyers.
When your brand voice and visuals align, you build trust. Customers feel like they "get" you. When they don't match, something feels off. Imagine scrolling onto a gorgeous, modern website for a wellness coach only to find copy that reads like a legal contract. Or a fun, colourful children's brand with copy so bland it could belong to any competitor.
For small businesses competing against bigger brands, brand consistency is your secret weapon. Your design catches attention; your words keep it. Your colours spark emotion; your voice deepens it. That's how you build a brand people not only notice but choose over the competition.
4-steps to defining your brand's tone of voice
Defining your brand voice isn’t about pulling a few buzzwords out of a hat. It’s about aligning your words with both your values and your visual identity.
Step 1: Start with what you stand for
What beliefs underpin your business? What do you want people to feel when they engage with your brand? Then, think about your audience. What matters to them? How do they want to be spoken to?
Step 2: Know your audience
What matters to your potential clients? How do they speak and how do they want to be spoken to? For example a fitness coach targeting busy mums will sound different from one working with competitive athletes. You want your voice to connect but not mimic.
Step 3: Use the “three words test”
Pick three adjectives for how you want your brand to sound. For example:
A local café - warm, welcoming, authentic
An online business coach - confident, supportive, straightforward
A creative agency - bold, human, collaborative
Then check - does that voice sit comfortably alongside your visual identity?? Would your customers recognise you in both your visuals and your words?
Step 4: Create your brand voice framework
Document your decisions with this simple template. It doesn’t need to be a 50-page manual, just a clear reminder of your brand’s style, dos and don’t and how you flex your voice for different platforms without losing consistency
Tone of voice guidelines:
We sound: [adjective 1], [adjective 2], [adjective 3]
We don't sound: corporate, pushy, overly casual
Key phrases we use: [3-5 examples that reflect your brand]
Words we avoid: [3-5 words that don't fit your brand]
How we adapt our voice for Instagram vs email vs website
Storytelling: The secret sauce for a powerful brand voice
Here’s where tone of voice really earns its keep. A strong visual identity makes people look; storytelling makes them listen.
Stories cut through because they add context, emotion, and meaning. A brand can say, “We care about quality.” Fine. But if they show that through the story of the craftsperson behind the product, or the founder’s moment of frustration that sparked the business, people believe it.
And when those stories are told in a voice that matches your visuals, the impact is multiplied. A heritage brand with rich, classic design should tell its story in a way that feels timeless and trusted. A disruptive brand with bold, energetic visuals should use words that punch with the same energy. Story + tone + design = the full brand experience.
Common brand voice mistakes (and how to fix them)
If you want your brand to sound as distinctive as it looks, there are a few traps worth dodging:
Being bland: Describing your voice as “friendly and professional” doesn’t cut it. That’s the default, not a differentiator.
Copying competitors: Just because another brand’s voice works for them doesn’t mean it will for you. Own your space.
Inconsistency: A playful Instagram post followed by a stiff, corporate email? Confusing.
Forgetting the visuals: Your words should feel like they belong alongside your design, not like they were written in isolation.
The fix? Keep your voice consistent, authentic and visually aligned.
One quick win to improve your brand storytelling today
Here’s something you can try right now: look at your website’s homepage. Does the tone of your words match the feel of your design? If you have a bold, colourful identity, do your words have the same energy? If your visuals are calm and refined, does your copy reflect that sense of clarity and simplicity?
If not, tweak a headline or two. Add a line of story that explains why you do what you do, not just what you sell. Even a small shift towards alignment between voice and visuals can make your brand feel instantly stronger.
And remember, your tone of voice isn’t decoration. Neither is your design. Both are powerful tools that, when combined, create a brand that people can trust, remember and connect with.
If your design sets the stage, your voice is the performance. Get both working together and your brand won’t just look good, it will sound right too.
Anything else I need to know about tone of voice in branding?
Your tone of voice isn’t just an afterthought – it’s the bridge between your visuals and your story. When your design and words work together, your brand feels complete, memorable and authentic. Defining your voice helps you connect with your audience, avoid confusion, and build a brand that feels consistent across every touchpoint.
If there’s one takeaway, it’s this: tone of voice is as much a design choice as your colours or typography. It shapes how people feel about your brand and whether they choose you over someone else. Start small, be intentional, and always make sure your words reflect the same personality your visuals set out to share.
Want more insights on branding and storytelling? Come and find me (Hilary) on Instagram @hilarysalzmanstories or explore more resources at hilarysalzman.com – I’d love to connect.
Previously in the series
About the author:
Hilary Salzman is a business storytelling consultant, author of The Roar of Her Story and founder of She Roars Club. She helps women and purpose-driven businesses use everyday storytelling to grow their brands with confidence, authenticity and impact.
