Outline your brand's tone of voice

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To create your message architecture, compile a list of 50-100 adjectives that describe your industry and group them into three categories:

After you have classified the adjectives, focus on the words listed in the category "Who we would like to be." Group the adjectives into categories and organize them in order of priority (as in the Facebook example).

If necessary, you can enrich these adjectives with subcategories and color codes to afghanistan consumer email list clarify their meaning.

Finally, update your content strategy with the completed architecture.


Now that you’ve determined your company’s “why,” you can begin crafting a unique tone of voice.

To start defining your tone of voice, try to find some adjectives that describe the tone you want to use.

You can use the Nielsen Norman Group's four tone of voice dimensions to pinpoint where your brand stands in each category:

Funny vs. Serious
Formal vs Informal
Respectful vs. Irreverent
Enthusiastic vs. Pragmatic
You can also use these “ tone of voice words ” to define how you want your brand to communicate:

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Decide where your brand voice should fall on each spectrum to determine the right tone of voice to use.

Here's an example from The Adventurists that's on the irreverent side.