Tone of Voice for B2B businesses
Build a trusted brand with a consistent Tone of Voice that reassures your audience across all touch points
Why does Tone of Voice matter for B2B brands?
When your brand communications are created by a team of writers, how do you ensure your brand sounds like a single entity with its own voice? With a Tone of Voice guide. It gives you specific guidance on how your brand sounds, which could be phrases you use or not, word choices, and how to show your brand’s personality. All designed to align your writers and content creators.
Tone of Voice builds consistency, which builds trust
When your voice stays consistent, whether it's a tweet, a white paper, or a sales email, people start to recognise you — even without a logo. That familiarity builds trust. And inconsistency does the exact opposite: it can make a brand look disorganised, even when the underlying business is solid.
Writing since ‘89; copywriting since ‘13; B2B since ‘19. Here’s some work:
AutoStore research report
Salesforce AI blog series
HP SitePrint messaging
LR One Ocean website
The Guardian brand guidelines
Amazon Business social posts
EY decarbonization guide
HP product brochures
