A screenshot of the RightMarket tone of voice assistant

Speak to your customers consistently and inclusively with Tone of Voice Assistant

For too many people, brand = visuals. Think logo and colours. If I say ‘McDonald’s’, you’re likely to picture those golden arches straight away.

But brand goes beyond this. Though it’s the visuals we see first, it’s the messages and language used that give context and make us decide if we like that brand or not.

You need a welcoming, inclusive tone of voice that connects with customers. It should also embody your brand personality and how you want to present your organisation. Once you’ve pinned it down, you need to make sure it’s always used across all your communication channels.

We’ve all had second-hand embarrassment when someone’s been let loose on a brand’s social media and doesn’t understand its tone of voice. It sounds disjointed, awkward, and often unfriendly. It’s also off-putting to customers. Studies show that 33% of customers find that having a distinct personality is essential to trust a brand.

So, keeping everyone aligned matters. It’s a key element of your brand management. It means that when anyone in your organisation creates customer-facing materials, they’re speaking the right way.

That’s exactly why, when developing RightMarket, we added a Tone of Voice Assistant. It makes it easy for you to keep everyone on brand with their tone of voice alongside the visual design. Here’s how it works.

But first, why does it matter?

Your voice has a huge impact on how your brand messages are received. It’s the difference between someone choosing to interact with your brand or ignoring it.

The things you say and how you say them help to establish a connection with your target audience and build relationships. With consistent language across your channels, people will have a solid perception of your brand identity. By using the right language, that perception will be positive, so people remember you as a brand they like and trust.

Tone of voice also drives your brand personality and how people see you. A playful, humorous tone makes you seem approachable and creates a friendly relationship with a customer. It’s especially useful in industries where expertise matters (such as financial services).

tone of voice scale

Once youve decided how you want people to think of your brand, a consistent tone of voice is crucial to positioning yourself. Itll also help you to attract and engage relevant customers.

Incorporating inclusivity

In today’s world, inclusivity is key. People are more aware of the language we use. Any good brand should use language that is accessible and welcoming to all. If they don’t, they risk alienating potential customers.

Your tone of voice needs to cover this too, by ensuring everyone in your organisation knows the right terms to use.

To back it up, a post-pandemic Twitter survey found that just 7% of 1,000 users wanted brands to return to their pre-pandemic tone of voice. The survey also indicated a preference for brands that were supportive and empathetic.

It suggests brands need to be more mindful than ever in their tone of voice and never risk slipping up.

How does the Tone of Voice Assistant help?

Setting your brand tone of voice is one thing, but for results, you need to use it consistently. It means your customers are spoken to the same way always to build the right connections with your brand.

When different people in your organisation create brand materials, it’s hard to ensure they all use the correct words and phrases. Fortunately, the Tone of Voice Assistant makes it easy to be consistent.


When users create designs in RightMarket, we monitor the words they use and suggest alternatives when they’ve used terms you’d rather avoid. This includes suggesting inclusive terms where alternatives may leave people out. It means you can ensure everyone is using customer-friendly language that fits with your brand personality.

The Assistant is also tailored to your brand’s unique tone of voice for consistency across your assets.

We can even include common mistakes your users might make when talking about your brand.

Examples include:

  • Putting capitals in the wrong place in your organisation’s name
  • Shortening your organisation’s name
  • Using internal acronyms your customers don’t know

As well as keeping everyone aligned and stopping inconsistencies, you’ll also educate people. Users can learn from their mistakes and know what terms to use and not use, ready for next time.

Our Customer Success team can also provide analysis about the most frequent errors your users make. We use data taken directly from your platform. It allows you to create relevant education pieces for your teams for a better, more consistent tone of voice – even beyond RightMarket.

This short video explains how it all works in more detail:

Book a demo today

To see the Tone of Voice Assistant – and our other brand-protecting features – in action.