The Importance of Creating and Maintaining a Brand Tone of Voice

A well-defined tone of voice is essential for any brand, shaping how it communicates and connects with its audience. In industries like design and interiors, where aesthetics and storytelling play a crucial role, a distinct voice helps establish brand identity, differentiate from competitors and build trust with consumers.

As trends evolve and consumer expectations shift, maintaining a consistent yet adaptable tone ensures that a brand remains relevant and recognisable. A strong voice not only reinforces brand values but also fosters engagement, loyalty and emotional connections, making it a key asset for long-term success.

So, what is a brand tone of voice?

A brand tone of voice is the distinct way a brand communicates through language, shaping how it expresses personality, values and emotions. It’s not just what the brand says but also how it says it. For example, a luxury interior brand may opt for a sophisticated, intelligent and eloquent tone, while an accessories brand targeted at a younger audience might adopt a fun, down to earth and light-hearted tone. Tone of voice encompasses vocabulary, sentence structure, pace and even humour, reflecting a brand's character in all its interactions, whether through website content, expert commentary, brochure and editorial content, social media, or customer service.

In the design and interiors industry, where aesthetic cues and visual appeal are paramount, it is important that the tone of voice complements the visual language and embodies the brand’s ethos, helping to create a seamless and holistic experience for consumers. This is essential in shaping how customers perceive the brand and ultimately, whether they feel it aligns with their own values and tastes.

Why is tone of voice important in the design and interiors market?

The design and interiors market is incredibly crowded, so it’s important that your brand is cutting through the noise and gaining the attention of your customer both on and offline. With brands all competing for the same space, having a unique tone of voice can set you aside from your counterparts – creating a more memorable experience.

For instance, a Scandinavian minimalist furniture company with a calm, concise and refined voice may stand out from a more eclectic, bohemian brand with a playful and free-spirited tone. By aligning the voice with its product style, brands can emphasise its unique selling points and make a lasting impression with consumers and the media.

A consistent tone of voice signals professionalism, reliability and trustworthiness. Potential customers who come across a brand that consistently communicates with the same level of expertise and authority will feel more assured of its credibility as a result. For design brands, which often sell high ticket items that require a high level of investment from customers, trust is essential. A brand that communicates with an authoritative, knowledgeable tone reassures potential customers of its industry expertise, commitment to quality and attention to detail.

Successful design brands do not just sell products; they create experiences. They help customers envision how its pieces will transform their spaces and lives. A well-defined tone of voice can evoke emotions, whether it’s excitement, inspiration, or nostalgia, allowing brands to connect with customers on a deeper level so they will aspire to own a piece of furniture and buy into the brand’s vision.

Furniture brand, Neptune, is a great example of an interiors business that evokes emotion through its tone of voice which is consistent across its website, social channels and editorial content – this alongside its beautiful, high-quality products and photography has helped to establish the brand as a leader in its field.

Image credit: Stories, Neptune’s lifestyle anthology

Today’s consumers are more value-driven than ever before, seeking brands that reflect their own principles. A brand’s tone of voice can convey its core values, from sustainability and craftsmanship to innovation and luxury.

A clear and consistent tone of voice can streamline the customer experience by setting expectations from the start. From a customer’s first interaction on a website to a post-purchase follow-up email, the tone should be cohesive and reflect the brand’s personality and values. In the design world, this is crucial because the customer journey often involves extensive research and planning as purchases often require much consideration and reflection. Clear, helpful communication can make the process feel seamless. A friendly, fun and light-hearted tone of voice, employed by the likes of furniture brand, Loaf, for instance, encourages customer interaction and engagement.

Image caption: A selection of Loaf adverts

How to create a compelling brand tone of voice

Creating a brand tone of voice in the design and interiors market starts with a deep dive into the brand’s values, audience, vision and aesthetic style.

Start by defining the brand’s core characteristics. Is it bold and innovative or refined, classic and restrained? These attributes should be reflected in the brand’s tone of voice.

Research the target audience and determine what they connect with. For example, a brand targeting younger homeowners may adopt a conversational, friendly tone, while an interior design service catering to a high-net-worth individual (HNWI) might prefer a more elegant, authoritative and formal approach.

Review existing content and identify inconsistencies or areas where the tone doesn’t align with the desired brand image or target audience. This audit helps to pinpoint the adjustments needed to create a cohesive tone across all channels.

A tone of voice guide provides a reference point for content creators, marketers and customer service teams to follow, ensuring all communications are consistent across all touchpoints. This guide should include specific language dos and don’ts, core messaging and examples of how to apply the tone of voice in different scenarios.

A tone of voice isn’t set in stone. It will evolve over time as you gain feedback from your audiences. This process helps brands to keep its voice relevant to changing market conditions and evolving customer preferences.

Once a tone of voice is established, consistency is key. This consistency helps reinforce the brand’s identity, making it instantly recognisable to its audience.

A well-defined, consistently applied tone of voice is a valuable asset for any brand in the design and interiors market. By developing and maintaining a clear, consistent authentic tone of voice, brands can position themselves as memorable, relatable and trustworthy players in an increasingly crowded and competitive market.