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The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
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Section 02

Tone-of-Voice

Nielsen Norman Group – Kate Moran, 2016

Tone-of-Voice is about how you say it – not what you say. It is the consistent linguistic personality that permeates all communication – from website copy to job postings and campaigns.

The Nielsen Norman Group model provides structured profiling across five dimensions. A placement in the middle is not better than one at the extremes – what matters is whether it is deliberate, consistent and strategically aligned with the brand's archetype and audience. An important part of the analysis is the question of differentiation: many brands in the same category converge towards the same tone – this is a strategic opportunity for those who consciously choose differently.

ToV radar – brandvju's position on the five dimensions

NeutralSeriousRespectfulEngagedSimple

brandvju's ToV profile

Formal → InformalNeutral
Serious → HumorousSerious
Respectful → IrreverentRespectful
Matter-of-fact → EnthusiasticEngaged
Complex → SimpleSimple

Shown as brandvju's reference profile. Scale 1–5 from A to B on each axis.

What brandvju assesses

Formal → Informal
Closeness to the audience and the tone of relationship-building.
Serious → Humorous
Self-importance and category convention.
Respectful → Irreverent
Willingness to challenge norms and expectations.
Matter-of-fact → Enthusiastic
Activation vs. information as primary communication intent.
Complex → Simple
Inclusion vs. exclusion of the audience through linguistic complexity.

What the analysis is based on – and what it points towards

The analysis is based on written communication available as input. Verbal communication, sales conversations and customer service interactions are not included – and that is often precisely where inconsistency is greatest.