Why do I need a tone of voice guide?

“Oh I don’t need a tone of voice guide! Just make the copy better….” This is a comment I occasionally hear from prospective new clients. While the intent is clear—most clients want strong, engaging copy—this approach overlooks one essential element that can transform copy from simply "better" to brilliantly aligned. A tone of voice guide is more than a nice-to-have: it’s the framework that allows your brand’s voice to resonate in every message, consistently and authentically, no matter who’s writing.

Let’s break down some of the reasons why a tone of voice guide is crucial—even if you’re not directly involved in the writing.

1. "Oh, but I’m not doing the writing, you are! Why do I need a tone of voice guide?"

As a client, you may not be handling the day-to-day writing, but you are the one who best understands the brand, its values, and its ideal audience. A tone of voice guide is essentially a bridge between that intimate knowledge and the writer’s skill. When a brand’s tone isn’t defined, each piece of content risks becoming an interpretation that may—or may not—align with your brand’s essence. This can create an inconsistent experience for your audience, diluting brand loyalty and recognition over time.

A tone of voice guide takes your insights and preferences and translates them into actionable, accessible guidelines. It’s a “how-to” manual for making sure that every word, from social media posts to emails, carries the same energy and intent that your brand stands for. This way, writers aren’t left to guess—they’re working from a playbook tailored specifically for your brand.

2. "But it probably won’t be useful to me, as I’m not a writer."

This is one of the biggest misconceptions about tone of voice guides! These guides are just as valuable to brand stakeholders as they are to writers. A tone of voice guide serves as a clear, easily referenced document that sets expectations and provides continuity across all departments. It makes sure that, whether it’s customer service, PR, or product descriptions, everyone’s on the same page about what the brand sounds like.

For instance, imagine a situation where a customer service agent needs to respond to an upset customer. If they have a tone of voice guide to reference, they’re more likely to respond in a way that reflects your brand’s empathy and personality rather than defaulting to impersonal or overly formal language. Without this clarity, customer communications, social media posts, or even website updates may feel disconnected from each other.

3. "I just need you to make the copy better, just make it more editorial."

This is a sentiment many of us hear, but “better” or “editorial” means different things to different people. Without a tone of voice guide, “editorial” might come off as polished yet formal—or casual but snappy. Each of these interpretations can make or break how your audience perceives you.

A tone of voice guide not only defines what “better” means for your brand but also offers real examples, do’s and don’ts, and specific language choices that feel right. Are you a direct-to-consumer brand that needs clear, fun language? Or do you represent a luxury brand where every word should sound like it belongs in a high-end magazine? These nuances make all the difference in how the message lands with your audience. And they’re precisely the details that a tone of voice guide captures and refines.

The bottom line: a tone of voice guide is a long-term investment

Creating a tone of voice guide may take a little extra time initially, but it’s an investment that pays off in more ways than one. It builds a framework for consistency, so you don’t need to reinvent the wheel with each piece of content. The guide saves time, ensures brand recognition, and can elevate every piece of communication with just a glance at a well-defined framework.

Next time you’re tempted to skip the tone of voice guide, remember: it’s the key to making every word count and every message resonate. When done right, it’s the difference between “better” copy and brilliant copy that truly feels like yours.

Want to discuss how we can help elevate your tone of voice? Book a discovery call to learn more.