/ Branding
What is tone of voice and how do I define mine?
How your business sounds in writing. Define it with three or four traits and concrete examples of what you would and wouldn't say.
/ 01
The short version
Tone is the cheapest differentiator available and the most commonly ignored.
/ 02
What actually matters
- • Pick three or four traits — plain, warm, direct, dry.
- • Write a 'we say / we don't say' list.
- • Decide on contractions, jargon and humour.
- • Apply it everywhere: site, email, quotes, invoices, socials.
- • Rewrite one existing page as the reference example.
/ 03
The bit most people get wrong
Tone only counts if it survives your quotes and your out-of-hours replies — that's where most brands revert to corporate mush.
/ 04
What to do next
Rewrite your homepage's first paragraph in the voice you'd actually use on the phone.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get tone of voice right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
Can a small business have a distinctive voice?
It's your biggest advantage over corporates.
Is humour risky?
Only if it's forced. Dry beats zany.
Still not sure?
Book a free 20-minute call — we'll answer your specific version of this question with no sales pitch.
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