{"id":73499,"date":"2026-09-09T11:58:10","date_gmt":"2026-09-09T10:58:10","guid":{"rendered":"https:\/\/www.strattoncraig.com\/?p=73499"},"modified":"2026-09-09T11:58:10","modified_gmt":"2026-09-09T10:58:10","slug":"your-guide-to-tone-of-voice","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/your-guide-to-tone-of-voice\/","title":{"rendered":"Your guide to tone of voice"},"content":{"rendered":"<p>Whether it&#8217;s tackling tricky comms, attracting the right recruits, evoking emotions or transforming culture, tone of voice is hugely important for relationship building among employees, clients and investors alike.<\/p>\n<p>We&#8217;ve pulled together a selection of helpful insights written by our resident expert, <a href=\"https:\/\/www.strattoncraig.com\/team\/anna\/\" target=\"_blank\" rel=\"noopener\">Anna Fozzard<\/a>. If you&#8217;re looking to establish or evolve your organisation&#8217;s voice, these will give you some pointers on where to start.<\/p>\n<h3>What is the difference between tone of voice and messaging?<\/h3>\n<p>We often see the terms\u00a0<em>tone of voice<\/em>\u00a0and\u00a0<em>messaging<\/em>\u00a0being 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<p>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<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/what-is-the-difference-between-tone-of-voice-and-messaging\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>No one is rational about money: why evoking emotions is key in financial services comms<\/h3>\n<p>Financial services\u00a0companies need to tread the line between rational and emotional drivers very carefully. With strict regulations to meet and customer trust to protect, clarity is paramount. A\u00a0tone of voice\u00a0that helps you balance informing and engaging your audience makes it possible to speak to people\u2019s emotions in a way that also enables sensible financial decisions.<\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/why-evoking-emotions-is-key-in-financial-services-comms\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>Making one brand voice work across channels<\/h3>\n<p>Digital marketing used to be a thing, but now it\u2019s the only thing. That means people are moving seamlessly between different channels, and brands need to think about these transitions to keep that experience consistent. Anything that feels too different will jar. But using the same language everywhere won\u2019t feel right either. So, how do you get the balance?<\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/making-one-brand-voice-work-across-channels\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>From consistency to unity: tone of voice for culture transformation<\/h3>\n<p>Businesses spend hours (and we mean hours) fine tuning a tone of voice for external audiences. It\u2019s a significant and worthwhile investment. The right tone of voice can help businesses better connect with customers, reflect their values in all their communications and stand out from the competition.<\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/from-consistency-to-unity-tone-of-voice-for-culture-transformation\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>What are tone of voice guidelines, and do you need them?<\/h3>\n<p>Tone of voice guidelines can show businesses how to communicate with all audiences and how to sound on brand in every piece of writing. And that\u2019s not all they do. Yet less than half (39%) of respondents to a recent Stratton Craig poll said they had guidelines in place, which means many businesses are missing out on these key benefits.<\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/what-are-tone-of-voice-guidelines\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>Tell us about yourself: Why tone of voice matters in recruitment marketing<\/h3>\n<p><span data-contrast=\"auto\">An attractive proposition is just the starting point for a successful job advert in today\u2019s ultra-competitive talent market. Not just\u00a0<\/span><i><span data-contrast=\"auto\">what<\/span><\/i><span data-contrast=\"auto\">\u00a0you offer but the way you\u00a0<\/span><i><span data-contrast=\"auto\">articulate\u00a0<\/span><\/i><span data-contrast=\"auto\">that offering has become a lynchpin in the hiring process. But what exactly does a recruitment tone of voice look like, and how can it help your ad stand out from the crowd?<\/span><\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/tell-us-about-yourself-why-tone-of-voice-matters-in-recruitment-marketing\/\" target=\"_blank\" rel=\"noopener\">Read here.<\/a><\/p>\n<h3>Tackling tricky comms with the right tone of voice<\/h3>\n<p>When times really are tough, writing negative communications can make the person behind the keyboard wince \u2013 we know, we\u2019ve been helping banks fine-tune customer comms for years. But in these situations, getting the tone right can make all the difference to how the message lands. Not only can the right tone keep customers on your side, but it can elicit cooperation.<\/p>\n<p><a href=\"https:\/\/www.strattoncraig.com\/insight\/tackling-tricky-comms-with-the-right-tone-of-voice\/\">Read here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Whether it&#8217;s tackling tricky comms, attracting the right recruits, evoking emotions or transforming culture, tone of voice is hugely important for relationship building among employees, clients and investors alike. We&#8217;ve pulled together a selection of helpful insights written by our resident expert, Anna Fozzard. If you&#8217;re looking to establish or evolve your organisation&#8217;s voice, these [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":72563,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[64],"tags":[],"class_list":["post-73499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tone-of-voice"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Your guide to tone of voice - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"Whether tackling tricky comms, attracting the right recruits, or transforming culture, tone of voice is a tool for relationship building.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/your-guide-to-tone-of-voice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your guide to tone of voice - Stratton Craig - Global Copywriting &amp; 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