Define the brand’s core values
Begin by identifying the fundamental principles that represent the brand’s identity. Use interviews or focus groups to gather insights and ensure these values authentically reflect the brand’s mission and vision.

Define the brand’s tone of voice
Utilise the Nielsen Norman Group’s four dimensions of tone of voice to map where your brand aligns on each spectrum:

• Funny vs. Serious
• Formal vs. Casual
• Respectful vs. Irreverent
• Enthusiastic vs. Matter-of-Fact

To further refine your tone of voice:

• Create a message architecture to guide your communications.
• Compile a list of 50-100 adjectives that describe your industry and sort them into three categories:
  • Who we are
  • Who we would like to be
  • Who we are not
• Focus on adjectives from the Who we would like to be category. Group them into themes and prioritize these groups to form the foundation of your content strategy.

Observe the brand’s audience
Analyse your audience to understand their preferences, values, and communication styles. This ensures your tone of voice resonates with them and aligns with their expectations.

Create and implement Tone of Voice guidelines
Develop clear and actionable guidelines that include examples, dos and don’ts, and specific applications for various communication channels. Ensure consistency in your brand’s messaging across all touchpoints.