When it comes to marketing your small business, one size definitely doesn’t fit all. The way you speak to your audience—your marketing tone—plays a huge role in how your message is received. Think of it like having a conversation. You wouldn’t talk to a teenager the same way you’d talk to a business executive, right? The same idea applies to your marketing.
Customizing your tone helps you connect more genuinely with the people you’re trying to reach. Whether your audience is laid-back and fun-loving or professional and no-nonsense, adjusting your voice to match their style builds trust and makes your brand feel more relatable.
Getting this right isn’t about being fake—it’s about being thoughtful. It shows you understand who your audience is, what they care about, and how they like to communicate. That kind of attention makes a big difference when you’re trying to stand out in a crowded marketplace.
So whether you’re writing emails, posting on social media, or creating a website, your tone should always reflect the people you’re talking to. Nail that, and your message is much more likely to stick. Let’s explore how to do it in a way that feels natural and true to your brand.
Learning about your Audience
Getting to know your target audience is one of the best things you can do for your business—it helps you market smarter, not harder. The good news? There are lots of simple ways to learn who your audience really is and what makes them tick.
Start by looking at your existing customers. Who’s already buying from you? Check out patterns in age, location, interests, or even how they found you. This can give you a strong starting point.
Next, talk to your customers directly. Send out short surveys, ask questions on social media, or chat with them in person or via email. People love sharing their opinions, and you might be surprised by what you learn.
You can also use analytics tools. Google Analytics, social media insights, and email marketing platforms offer tons of helpful data—like what pages people visit, where they’re from, and how they engage with your content.
The more you know, the better you can tailor your messaging, products, and marketing tone. And when your audience feels seen and understood, they’re much more likely to stick around.
What marketing tone do your competitors use?
Analyzing your competitors’ tone is a great way to understand what’s working in your industry—and how you can stand out. Start by visiting their website, social media pages, and email newsletters. Pay close attention to how they speak. Are they formal and polished? Friendly and casual? Bold and edgy? Take note of their word choices, sentence structure, and how they address their audience.
Look at how they handle different types of content, like product descriptions, blog posts, or customer service replies. Do they use humor? Do they focus on emotions, or stick to facts and figures?
Then, think about how their tone aligns with their branding. Is it consistent across all platforms? Does it match the type of customer they’re targeting?
Now here’s where it gets fun—look for the gaps. Is there a tone or style that no one else is using? Maybe everyone’s super formal, but your audience might respond better to a down-to-earth, conversational approach. Or maybe your competitors focus heavily on price, while you can emphasize quality, service, or values.
The goal isn’t to copy your competitors, but to learn from them—and then use that knowledge to create a tone that’s uniquely yours and truly connects with your audience.
What is your brand personality?
Defining your brand personality is kind of like giving your business a voice and a vibe that people can connect with. It’s what makes your brand feel human and helps customers feel like they “get” you. And the best place to start? Your core values—the beliefs that guide how you do business.
Start by thinking about what matters most to you and your business. Is it honesty? Creativity? Reliability? Sustainability? Your values should shape how your brand sounds and acts. For example, if transparency is a key value, your tone might be open, friendly, and straightforward. If you value innovation, your tone might be bold, energetic, and forward-thinking.
Once you’ve nailed down your values, think about how you want people to describe your brand. Fun and quirky? Warm and supportive? Smart and professional? Try to pick three to five personality traits that match your vibe and reflect your values.
The key is to be authentic. Don’t try to sound like someone you’re not just because it’s trendy. A brand personality that’s rooted in your real values will feel more natural and connect more deeply with your audience. When your personality and values line up, you build trust—and trust is what keeps customers coming back.
Documenting your marketing tone
Once you’ve figured out your marketing tone, the next step is to document it in your brand guidelines. Think of this as a handy cheat sheet for anyone writing on behalf of your business—whether it’s you, a team member, or a future freelancer. It keeps your messaging consistent, clear, and true to your brand personality.
Start by writing a short description of your tone. Is it friendly and conversational? Professional and trustworthy? Warm and encouraging? Describe it in a few simple words and give a quick explanation of what that tone sounds like in action.
Then, include do’s and don’ts to help guide the writing style. For example:
Do: Use casual, welcoming language.
Don’t: Use jargon or overly formal phrases.
It’s also helpful to add examples. Show how your tone would sound in a social media post, email greeting, or website headline. Seeing it in context makes it easier for others to follow.
Lastly, explain how your tone might shift depending on the platform or situation—without losing your brand’s voice.
Having your tone clearly documented in your brand guidelines saves time, reduces confusion, and makes sure every message feels just right, no matter who’s writing it.