Should you rethink your brand’s tone of voice strategy? (Hint: yes.)

Adjectives aren’t a tone of voice strategy.

They play a supporting role, sure, but a verbal identity they are not.

How do we define tone of voice? Tone of voice is the character of your copywriting. Its vibe, energy, nuance, and cadence. Like a person’s voice. Your personal tonality is not just the words you favor. It’s the way you speak, infused with your individual sense of humor, perspective on the world, vision, and values.

One of the biggest voice strategy mistakes brands make is thinking that tone of voice can be infused into copywriting without strategy. That amplifying voice is simply punching up words and adjectives.

Tone of voice is not created by copywriting. It is a codified strategy executed through copywriting. Trying to execute an ownable tone of voice without a codified verbal identity is like trying to launch a brand without a product.

No more spin doctors.

Now that the speed of social has redefined the pace at which brand messaging strategy occurs, a lack of voice strategy is particularly apparent when brands rush to compete by putting “their spin” on another brand’s successful messaging, tonality, or copywriting.

It never works to chase what other brands are doing or saying. When you have a codified voice strategy, this chaotic, ungrounded approach isn’t appetizing because you’re firmly rooted in who you are. It won’t make sense to you, or feel good, to try and mimic what everyone else is saying and how they’re saying it.

That’s why working with BUXOM recently was so electrifying. In a beauty era where minimalism reigns supreme, their bold sex appeal and tongue-in-cheek wink shine through everything they do. BUXOM gave us a raucous new verbal territory in which to play and an airtight strategy to execute. They’re not chasing the dragon of what’s trending now; they’re owning—with an unparalleled voice—a singular identity that speaks powerfully to what its audience craves most.