Most brands look the part. Far fewer sound the part. Tone of voice is the writing style, vocabulary, personality and approach that makes everything your brand publishes sound like it comes from the same place. Without it, your website says one thing, your social says another and your emails sound like a different business entirely.
Tone of voice included in Brand Launch from £3,995 + VAT
Your website was written by a copywriter. Your social is done by someone internal. Your proposals are written by you. They all sound like different companies.
You know your brand should feel a certain way. Sharp, authoritative, approachable. But nobody has ever written that down in a way your team can actually use.
You're about to invest in content: blog posts, email campaigns, social media. All of it will sound generic unless there's a defined voice to direct it.
You've briefed a designer on visuals. You've never briefed anyone on language. That's why your brand looks better than it reads.
Tone of voice at Mode is part of Brand Launch, developed alongside positioning, visual identity and brand guidelines. It's not a standalone document. It's built on the strategic foundation of who you are and who you're talking to, then made practical: examples, before-and-afters, vocabulary guides and rules that actually help when someone sits down to write.
What's delivered
Specific, not vague
"We deliver solutions" means nothing. "We fix the brief before we build anything" means something. Specificity is the mark of a confident brand.
Distinctive, not designed
The best brand voices aren't carefully engineered. They're honest versions of how the founders actually think. Mode sounds like Mode because we write the way we think.
Usable by others
A tone of voice document that only makes sense to the person who wrote it is useless. It needs to be clear enough that a new hire, a freelancer or an agency can follow it from day one.
Get in touch and we'll talk about where your brand voice is now, where it needs to be and what Brand Launch can do to close the gap.