VOICE AND TONE
#00
BY SOLANGE BARRAGáN
5min
VOICE AND TONE
When we were kids, people read us stories and, without realizing it, we learned something essential: the same story could frighten, move, or bore us depending on who told it. It wasn’t just the text — it was the voice, the pauses, the intonation. I can still remember how my blood ran cold when my mom read El diablo inglés by María Elena Walsh and dramatized the scene in which Tomás, a young payador, mistook a soldier for the devil himself. Now I understand that form creates experience — and the same happens with brands: the message alone isn’t enough; how it sounds matters.
In branding, a brand’s voice — its verbal personality — and its tone — the nuance with which it speaks depending on the channel and context — are as distinctive as its logo. It’s not just what you say, but how you say it.
Some brands can be “heard” without seeing the logo: the sober, institutional tone of YPF; the traditional warmth of La Serenísima; the popular epicness of Quilmes; or Netflix’s sharp irony. They all share something: a verbal identity that is recognizable in every message.
Defining how a brand sounds is essential for standing out, generating impact, and unlocking strategic advantages:
• Emotional connection and loyalty:
An authentic voice — paired with the right tone — creates bonds. It’s no coincidence that a brand’s success is deeply tied to the connection it builds with people. Speaking with authenticity and translating values into words evokes emotions and strengthens long-term relationships. Think of how Coca-Cola creates emotional moments from everyday life, or how Banco Galicia uses humor to tell human stories.
• Differentiation and personality:
Voice and tone are the brand’s verbal DNA. In a market saturated with messages, defining them becomes a key differentiator and allows us to claim our own territory. Iconic brands like Old Spice — which redefined modern masculinity through humor and mentorship for new generations — or Patagonia — whose activist voice protects both the explorer and the planet — have turned their brand voice into a powerful asset that reinforces their identity with every word.
• Multiplatform consistency = trust:
Maintaining a consistent voice and adapting tone to each channel and context builds credibility. It works just like with people: if someone is inconsistent between what they say and what they do, we distrust them. According to Nielsen Norman Group, a brand whose voice inspires confidence is up to 50% more likely to be perceived as desirable. A clear verbal guide and aligned teams ensure the brand feels the same across all touchpoints.
• Recognizable identity and community:
Voice acts as an unmistakable signature. When well defined, it becomes instantly identifiable — as powerful as visual elements. This boosts recognition and makes community-building easier. With a consistent personality, the brand connects more easily, invites interaction, and turns consumers into loyal followers.
This is not an exaggeration: think of Nike, whose bold voice and motivating tone reinforce personal achievement and create belonging; Starbucks, which fosters community with a warm and friendly voice; or Apple, which transforms users into ambassadors with its minimalist voice and inspiring tone. These brands likely wouldn’t have reached such high levels of admiration without a clear verbal identity. In all three cases, voice is a key asset that anchors the brand in the minds — and hearts — of people.
Defining a brand’s voice and tone requires strategy and conviction, so it can express its values, be recognizable at every touchpoint, and build real relationships.
Solange Barragán
Copywriter
