This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in

Entrepreneur Plus - Short White
For Subscribers

What's Your Company's 'Voice'? Here's How to Figure It Out. In marketing, your tone of voice can help you stand out from the crowd.

By Ann Handley

This story appears in the April 2015 issue of Entrepreneur. Subscribe »

One of the biggest branding mistakes companies make is not paying enough attention to their tone of voice.

"Voice" is one of those concepts that may sound better suited to the literary world than the business world. In literature, it refers to how you come across in your writing. In marketing, your tone of voice can be a significant differentiator.

Companies spend a great deal of time on logos, color selection and other cues they think of as "branding"—the look and feel of their website, collateral and signage. But very few take the time to consider the benefits of employing a unique voice. Consider this: If you were to mask the logo on your website, would you sound unique? Or would you sound like everyone else (i.e., your competitors)?

The rest of this article is locked.

Join Entrepreneur+ today for access.

Subscribe Now

Already have an account? Sign In