By Lyra Almoite

Marketers often talk about the importance of brand identity. Sending out a consistent message to your customers and potential customers is vital. Part of this is the logo, colour schemes and brand name.  It is also crucial that you don’t forget to find the voice, tone and style of your brand and consistently deliver content that reflects these.  

You may ask what the difference is between these three, but wonder no more as we explain them below and help you to understand how to make your content reflect your brand through your words. 


This is the core of who your brand is or its personality. It may help to picture the brand as a person and give it a voice that matches.  As the personality of your brand, it communicates your essence to your audience. Decide on your target audience, and then you can decide what type of voice to use. The most commonly used are: 

Informal: This is more relaxed, almost as if you are talking to a close friend or a family member. 

Formal: Portraying a more stern and straight to the point style of voice, the writer says what they need to say without mincing their words.

Humorous or sarcastic: The writer is not afraid to make fun of themselves or others, and they show their vulnerable side to the readers.  

Informative and fact-based: This voice is akin to a search engine, full of information and knowledge, using a more passive approach.


The Tone is where you can really get into the character. Attitude, word choice, and emotion are adapted to perfect or bring out the right emotions in your readers.

A good writer sets the tone of their work to determine how readers react to it. The tone also varies according to the article to set the right mood. To set the right tone, you could: 

Be unpredictable: A good writer helps the reader visualise and keeps them asking “what’s next?”.  Your article should create excitement and curiosity.

Choose your niche: Be it, comedy, fiction or business, make sure you are communicating to your readers accordingly. 

Don’t demean your readers: You want to be informative but not offensive and not come across as a showoff. There is a thin line. Always leave room for imagination. 


As this is how your articles appear to your readers, it is important to create a good impression. Your style ranges from the word choice to punctuation to the overall articulation of words in each sentence. Of course, if writing for your brand or someone else, you may have to adhere to a writing style guide. 

A style guide contains guidelines and instructions for abbreviations, addresses, titles and initials that should be used. It may also include specific words or keywords to be used for SEO or general purposes. Things like how the piece of writing is formatted may be added to a style guide too.

Once you have identified your key elements, your voice, tone, and style, compile it in a document and let this be your writing style bible. Then stick to it. This may be easier said than done; however, following your writing guide will help you create consistency and get your message across smoothly.

Don’t be afraid to ask for feedback from anyone you can. Try reaching out to a friend or an editor and see if you hit the spot. Then take this feedback and make any necessary changes to your writing guide. 

Some more points to consider — don’t confuse the reader or send mixed messages. Keep your content clear, consistent, and on point to keep them coming back for more. Don’t ramble and digress from the intention of the article. Keep your sentences punchy and not too wordy. Break longer sentences up with good punctuation, and try to make the piece flow. 

At the Content Castle, we live and die by our writing guides. We take time to learn what our clients want from us and deliver. By learning the voice, tone and style that suits the brand, we can write content that will give the audience a clear indication of who the brand are and what they do. Spending time on getting these elements right is an essential part of your writing, don’t skip it! 

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