Getting your “voice” right for social is key to building trust and increasing engagement.

Those ace people at Monzo, the online app-based bank, released their tone of voice details – you rarely if ever see a brand being this open about how they communicate.

There can be fine line between authoritative (market leader in your sector) and patronising, which could alienate potential customers.

Rich Newman, strategic content director, gives this advice:

‘Imagine it’s Pancake Day and you’re down the pub and someone came up to you and said “Hey, it’s Pancake Day, what are your 3 favourite toppings?”

You’d probably want to finish up and leave pronto. Too many brands/businesses talk to their audience on social media as if they are interested in EVERYTHING they say, rather than actually broadcasting something funny, interesting or useful. Sometimes it’s better to say nothing at all.’

Read his post on Medium on this.

How to work out your social media tone of voice

Image copyright 2011: Stephanie Schwab

Character / persona – Who does your brand sound like? If you picture your social brand as a person (a character), here is where you can flesh out this identity with specific attributes that fit who you want to sound like online.

Tone – What is the general vibe of your brand?

Language – What kind of words do you use in your social media conversations?

Purpose – Why are you on social media in the first place?


Have a look at what Monzo have published (rare from a brand!) on their tone of voice