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Tuesday, February 12, 2013

Branding Your Client With Planet Charley Productions

What Is the Tone of Voice in Advertising?

To effectively develop a brand through marketing, you must build your brand's personality. An important part of brand personality is the tone of voice in advertising. The tone of voice in marketing means not only what your advertisements say about your brand, but how they say it.
Values  Because advertising tone of voice is meant to convey a brand's personality, a successful tone of the voice will clearly communicate the values of your client's brand. For example, if they are selling home improvement supplies, you may want their brand's tone of voice to communicate that their company is competent, knowledgeable and helpful. If you have a client selling clothing to teens, the tone of voice might suggest that their brand is fun and popular. Try our search feature with a few simple adjectives to help you find the perfect voice. The search feature is at the top of the front page and the World Class talent demo page.

Vocabulary, Grammar and Style

In both written and spoken advertising, the vocabulary, grammar and style you decide on will define the tone of the voice. For instance, a friendly tone of voice might use a warm style of speaking and informal language and grammar. A company that wants to project its brand as knowledgeable might use a detached or professional style, proper grammar and more formal language.


Whatever tone of voice you want to represent your brand's personality, consistency is the single most important value in building it. Advertisements that deliver a consistent tone of voice build a believable brand personality that consumers feel they can trust. In contrast, advertisements that switch between contrasting tones of voice can create a sense of discomfort in consumers, just as unpredictable personalities can be alienating in real life. Planet Charley Productions has minimal talent turn over, allowing you to brand your client with the same voice time after time.


Although consistency in tone of the voice is crucial, it also is important to know when to vary your style within your client's brand established tone of voice. For example, while your advertisements uniformly project a fun tone of voice, advertisements aimed at children might use one set of vocabulary, while those aimed at adults use another. Similarly, different types of media require somewhat different styles. Planet Charley Productions works with several professional copywriters to help you achieve a script that is both effective and engaging to your audience. Contact us at for copywriting rates & information.