Tone Isn’t Just a Buzzword

Today’s issue was guest-authored by MBO Partners’ Senior Workforce Strategist Leader, Tiffany Bulowski (Nehring)

One of the most powerful building blocks of a company’s brand is also one of the most frequently overlooked: Tone.

A company's tone is its sense of self, influencing a brand design, marketing and advertising, and even how employees represent the brand at public events and trade shows.

By defining its tone, a company can unlock a distinct voice that sets it apart from its competitors and fosters a lasting connection with its audience.

Crafting a tone that authentically reflects a company’s values, mission, and customer benefits is crucial, yet many organizations assume their core values alone are enough to tell their story. 

When organizations make this assumption, they often struggle to establish a consistent tone, leading to a disconnect between their intended brand identity and the actual customer experience.

Curating a tone isn’t just about marketing copy and mission statements; it’s something that an organization and the people it’s composed of must embrace and embody at all levels.

On the customer side, a clear tone that's consistent across all touchpoints builds and fosters customer trust and confidence which are crucial and directly tied to overall company performance.

Meanwhile, on the organizational level, having a clear and distinct voice sets the tone for everyone in the organization.

How can you craft a tone that perfectly encapsulates your company’s identity?

Here are the steps you need to take:

• Identify and lock down your brand’s core values
• Define your target audience
• Audit your communication channels and protocols and implement changes when needed
• Define your voice characteristics and identify your brand’s core adjectives
• Identify and create your “flex tones” since the tone you use will differ across channels (i.e., social media, email, etc.)

Finding the Right Tone

In today’s crowded marketplace, a well-defined tone is vital for standing out and building trust with customers & talent.

Moreover, a clear tone has a profound impact on an organizations internal culture, guiding communication, collaboration, and strategic execution.

By embracing a consistent tone, companies can unlock their full potential, drive business growth, and create a lasting impact on their audience.

Brands like Nike and Apple are masters of this and have thus, earned the loyalty of their customers and have led to the creation of robust organizations that function well despite their gigantic size.

Finding the right tone can be a game-changer for companies, leading to increased sales, improved customer engagement, and a stronger brand reputation.

By being intentional about tone, companies can create a powerful bridge to their target audience, fostering a deeper connection and driving long term success.

Trending Topics

• Gen Z job seekers are increasingly "ghosting" potential employers—cutting off communication or skipping interviews—when salary details aren’t disclosed early in the hiring process. A recent Monster report shows that 44% of Gen Z graduates will walk away from opportunities without salary transparency, seeking value alignment, diverse leadership, and flexible work.

• Google is requiring some teams who work remotely to return to the office three days a week or opt for voluntary buyouts. This move is part of the company's effort to streamline operations and prioritize in-person collaboration to improve efficiency.
• In a survey of 1,000 U.S.-based workers, SideHustles.com found that nearly nine in ten respondents said they have witnessed favoritism in their organization, signalling that workplaces are being negatively impacted by unequal treatment.
• Intel is preparing to cut more than 20% of its workforce as part of its restructuring efforts. Additionally, it was announced in a company-wide email that employees will be required to work on-site at least four days a week beginning September 1, 2025.
• According to Korn Ferry’s latest survey of 15,000 global employees, 45% of baby boomers have no problem working with different generations, while only 17% of Gen Z workers feel the same way. This signals a generational divide in the workplace.