Tone of voice

Tone of voice is the linguistic element of a brand’s personality. It is expressed through vocabulary, degree of formality and style – and is equally as important as the brand’s visual elements. We need to be consistent, no matter what channel we are using. Our customers should always feel that it is hstd speaking, no matter what material they are reading. That does not mean the tone should be identical in all situations; but it must be appropriate for the context, audience and channel/media.

Use a simple, straightforward style when writing. The language must be clear and appropriate for the context. Remember also that the tone may need to be adapted for the audience. An agreement or Annual Report requires a more formal style. For social media, you should write in a warm and more personal style. Think from a customer’s perspective when writing a text. Avoid too many technical terms.