Brand Voice vs Tone of Voice: What’s the Difference & Why It Matters

Ever found yourself reading copy and thinking:

"This doesn't sound like us."

• Sometimes it's too formal.

• Sometimes it's too casual.

• Sometimes it just feels...off.

That's usually because there's no clear system for how your brand communicates. Or it lives in someone's head, and they're on vacation. And when people think brand voice and tone are the same thing—or treat them as completely separate systems—things get messy fast.

Let's clear that up.

What is Brand Voice?

Your brand voice is the consistent way your business communicates. It includes:

• What you say (core messaging) — Your perspective, your priorities, the messages you lead with

• Why you say it (brand foundation) — Your values, your positioning, what matters to your brand

• How you sound (tone + style) — Your tone, your style, your energy

Whether you're writing social posts, emails, or website copy, your voice stays recognizable. It's how your brand would sound if it were a person.

So Then, What's Tone?

Tone is the how part of your voice.

It's not a separate system you switch on and off. It's baked into your brand voice—it's the style layer that brings your words to life.

• Are you playful or polished?

• Do you use short, punchy sentences or longer, more thoughtful ones?

• Are you casual, but not goofy?

• Bold, but not brash?

These are tone decisions, and they're part of your overall voice.

Why This Matters

When your team has to stop and think: "Wait, what tone are we using here?"

That's usually a sign your brand voice isn't clear enough yet.

You don't need different personalities for every piece of copy. You need one consistent voice with built-in flexibility for context.

Example:

Your brand voice might be "Plainspoken, confident, and customer-first."

That will naturally sound a little different depending on what you're writing:

Product launch → Energy level goes up, but you're still confident and plainspoken

Customer apology → Tone softens slightly, but you're still customer-first

But the core voice never changes. It's always you.

Want Help Documenting Your Voice?

If you don't have this written down yet, that's okay! Most teams wing it and end up rewriting copy over and over because it "doesn't sound right."

That's why I built The Brand Voice Blueprint—a DIY system that helps you nail down:

• Your brand foundation (what and why you do what you do)

• Messaging themes and ready-to-use copy (one-liner, "about," and elevator pitch)

• Your style and tone rules

It's the framework I use with my clients—but packaged so you can do it yourself, for a fraction of the cost.