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Speak & Be Heard__

How to make your brand’s tone of voice pitch-perfect.

What is tone of voice?

Simply put, it’s not what you say, but how you say it. It’s the distinct personality of your brand distilled into language, and it’s what makes your brand human.

What’s the big deal?

The emotion, the pace, the gusto – every bit of how you speak sends signals to your audience and gives you the chance to connect with them on a deeper level. Sure, the way you look and act is also key to your brand’s identity. But your tone of voice can help you to:

  • Build brand trust and authenticity.

86% of consumers say that authenticity is one of the most important factors influencing their engagement and purchasing decisions, according to Stackla. 

  • Stand out from the competition’s sea of chatter.

Havas’ ‘Meaningful Brands’ study uncovered that 60% of content created was regarded as ‘just clutter’ by consumers.

  • Engage ideal customers by chiming with how they speak.

Who’s got their tone down to a T?

Oatly tick all the boxes. They’re fun, fearless, feel-good, and grip their audience with their quirky voice found everywhere from legal statements to packaging and full-page ads. Thanks to their voice they are much more than just a product or logo. Most importantly, it expresses their brand attitudes and values. It’s honest, human, and engages consumers in an open dialogue.

How to craft your brand’s unique voice

At A_TK we always start by strategically defining your brand to create an identity that’s compelling and meaningful. Here’s how our journey to striking just the right tone goes…

  • The deep dive into strategy.

Our strategic and collaborative OUTHINK programme kicks off the process by getting to the core of your brand. We get your team involved to uncover powerful truths that’ll distinguish you from the crowd. 

  • Who d’ya think you’re talking to?

​​Knowing your target audience is key. After all, you don’t speak to your other half the same way as you talk to your boss. That’s why we develop personas to give a tangible presence to the audience we’re addressing.

  • Bringing it to life.

We painstakingly craft the brand visually and verbally from these strategic roots. Once defined and refined, we’ll set out the dos and don’ts in brand guidelines to protect the integrity of the brand. This ensures you’re always consistent and owning your brand identity across every touchpoint, from social media to T&Cs and the way your team talk to customers on the phone.

Struggling to find your voice?

Or does your brand sound different on different channels?


It could be that your product or service is set up for success, but your brand identity isn’t giving it a chance to flourish. Either way, it’s time to take action. 

We can help you find a voice that really speaks to your audience.