Tone of voice

Working with UntilNow felt organic and like an extension of our team. We knew after the first meeting you understood us as founders, the problem we were solving and were without a doubt the right partner.

Carla Penn-Kahn

Co-Founder

ProfitPeak

Paste your last three customer emails into a doc. Do they sound like the same brand? UntilNow develops tone of voice systems that pass the test, with voice principles, do's and don'ts, and worked examples your writers can actually use. We pair voice work with copywriting and product UX writing so the system holds across every surface, not just the homepage.

Book a call

What we offer

How we shape your tone of voice

A distinctive tone of voice is the difference between copy that sounds like everyone else and copy that builds brand equity. We run a structured process designed to extract what makes your brand sound different, codify it into principles, and give your team the tools to apply it consistently.

Audit – We review existing copy across channels to map where your voice is working, where it is inconsistent, and where it is missing entirely.
Audience calibration – We align tone with the audiences you serve, balancing brand personality with customer expectations.
Voice principles – We define 3 to 5 voice pillars with clear do's, don'ts, and examples for writers.
Messaging toolkit – We deliver templates, example copy, and word banks your team can apply across web, sales, email, and product.
Enablement – We train your marketing, content, and product teams to apply the voice confidently and consistently.

Why invest in a defined tone of voice?

A memorable voice is a competitive advantage

Tone of voice is one of the few brand assets that touches every piece of communication your company produces. When it is defined and applied consistently, it compounds recognition, trust, and preference. When it is absent, every writer reinvents the wheel, and the brand fragments.

Recognition – A distinctive voice makes your brand recognisable even without the logo.

Consistency – A documented tone gives every writer a clear standard to hit.

Efficiency – Writers work faster when they have principles and examples to reference.

Trust – Coherent communication across channels signals a brand that knows who it is.

Book a call

FAQs

Tone of Voice FAQs

What is a tone of voice?

A tone of voice is the distinctive personality and style your brand uses in all written and spoken communication. It covers word choice, sentence structure, rhythm, formality, and emotional register. A defined tone helps every writer on your team sound like one brand rather than many.

How is tone of voice different from brand voice?

Brand voice is your brand's core personality — it stays constant. Tone is how that voice flexes by context: more upbeat in a launch email, more measured in a legal notice, more empathetic in customer support. We define both the underlying voice and the tonal range.

How long does a tone of voice project take?

Most projects run 4–6 weeks. That includes audit, stakeholder workshops, drafting, refinement, and enablement. Enterprise projects with multiple audiences or sub-brands can extend to 8–10 weeks.

What deliverables will I receive?

You receive a tone of voice guidelines document, voice principles with examples, a word bank, channel-specific templates, and optional training materials. Everything is designed for your team to apply immediately.

Who should be involved from our side?

We work best with a core group of 3–5 stakeholders: a brand or marketing lead, a content lead, and representation from sales or customer-facing teams. Founders or CEOs often join the principles workshop.

Can you help us roll out the new tone?

Yes. We run enablement sessions for writers, review sample rewrites, and can support the first wave of content updates. Many clients retain us for ongoing copywriting and content reviews after rollout.

Does tone of voice work for B2B brands?

Absolutely. B2B brands often benefit most from a defined tone because the category tends toward corporate sameness. A distinctive voice in B2B can become a genuine competitive advantage.

How do you measure success?

We track voice consistency through rubric-based audits, improvements in content engagement metrics, and qualitative feedback from writers and audiences. The biggest indicator is when new hires can write in your voice without needing heavy edits.

Results

Metrics
that matter

No items found.

Work

Tone of voice projects

view all

Works

Testimonial

In their words

see all testimonials

UntilNow picked the perfect name and crafted a visual identity that resonates with our audience.

Lauren Humphrey

Co-Founder

Tandem