The Six Questions Every Organization Should Ask About Voice & Tone

Voice and tone are two of the most powerful tools in your communications toolkit.

A clear, consistent voice builds trust, shapes relationships and signals to your audiences that you know who you are. Pair that with the right tone, and you can inspire action, drive meaningful engagement and deliver your message in a way that actually lands. When both are working together, your audiences don’t just understand what you do, they understand why it matters. 

These six question prompts will help you discover your organization’s voice and identify the tone that connects most authentically with the audiences you need to reach.

Finding your voice

Your voice is the distinct way your organization communicates its value — it’s your brand personality. Think of your voice as if you’re getting to know a new friend. What do they like? Dislike? Do on the weekends? Put in their coffee? Consider asking yourself questions like these to find your organization’s voice, and listen until the voice is clear:

• What is your organization working toward?
• Who is on your team? 
• What unique value does your organization bring to the community?

Identifying your tone

Your tone is how you use your voice to communicate effectively with different audiences, depending on the context. Your tone can be anything from scholarly and serious to funny and friendly. Getting the tone right increases the opportunity for connection with your audience. Questions like these can help you get there: 

• What are your organization’s values?
• What words would your customers or supporters use to describe you?
• Why do people choose to partner/work with or purchase from your organization?

Remember: Finding your voice and calibrating your tone is an ongoing practice of listening, reflecting and refining. What is your organization working toward? Who are the people behind your work? What unique value do you bring to the people and communities you serve? What words would your customers, clients or supporters use to describe you? Sit with these questions. Talk through them with your team. The clearest voices aren’t manufactured, they’re discovered.

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