{"id":73217,"date":"2026-06-26T11:18:14","date_gmt":"2026-06-26T10:18:14","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/what-is-the-difference-between-tone-of-voice-and-messaging\/"},"modified":"2026-06-26T11:18:14","modified_gmt":"2026-06-26T10:18:14","slug":"what-is-the-difference-between-tone-of-voice-and-messaging","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/what-is-the-difference-between-tone-of-voice-and-messaging\/","title":{"rendered":"What is the difference between tone of voice and messaging?"},"content":{"rendered":"

We often see the terms tone of voice<\/em><\/a> and messaging<\/em> <\/a>being used interchangeably. It\u2019s understandable why \u2013 there is some overlap between the two. They both need to reflect your brand values and the personality of your organisation. They focus on copy and language, rather than design or imagery. And they are used together in content.<\/p>\n

Yet they are two distinct areas of brand identity, and the way you create and apply them is quite different. This short guide sets the record straight.<\/p>\n

Why do tone of voice and messaging matter?<\/h4>\n

Every company has a tone of voice and messaging, whether you\u2019ve thought carefully about it or not. If you don\u2019t think yours does, it\u2019s a sign that your brand language might be very similar to your competitors\u2019, generic or inconsistent.<\/p>\n

Putting structure around tone of voice and messaging is an opportunity to have some control over your audience\u2019s perception of your company. By taking a strategic approach, you can be clearer about why your company is different and what it\u2019s like to work with you. And you can convey these themes through everything from web content to those awkward replies to customer complaints.<\/p>\n

What is tone of voice?<\/h4>\n

Just as a person\u2019s tone is their way<\/em> of saying something, a company\u2019s tone of voice is the way it writes and communicates.<\/p>\n

Humans pick up signals of a person\u2019s true meaning by the intonation of speech. We know that someone is angry if their volume goes up, and if they sound high pitched too then they\u2019re probably exasperated.<\/p>\n

We also decide what a business is all about or its intentions through similar signals. Short, punchy sentences suggest they\u2019re busy and keen to try new things. Long wordy sentences, on the other hand, tend to reflect a more traditional brand and potentially way of doing business. Overly formal language implies the business wants to create some distance with its audience.<\/p>\n

Drawing these conclusions often happens unconsciously. That\u2019s because tone of voice evokes something in readers. We might not think a company is old-fashioned when we read long sentences, but we feel bored and switch off. This is because the experience we have when interacting with content contributes to our perception of the brand.<\/p>\n

Being intentional with tone of voice helps you express your business\u2019s personality and guide the impression your audience takes away.<\/p>\n

What is messaging?<\/h4>\n

Messaging is what your company says. It\u2019s the points you make and the way you frame them to help them resonate with your stakeholders.<\/p>\n

Your messaging should set out:<\/p>\n