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In my most recent blog post, I introduced the idea of "brand voice." This week, we'll pick up where we left off and get more into the meat and potatoes of voice.
Voice is a huge part of making a copywriting project stand out. Many business owners and NPO execs say defining their brand voice finally landed their organization on the map.
You might notice this email is a little lighter on the emojis than usual. That's because today it's time TO GET SERIOUS AND FOCUS!
OK, we can throw in one smile 😊.
Now let's go!
Words, Tone, and Style
I imagine there are a thousand ways to divide voice components. Let's keep it simple and go with three parts -- words, tone, and style.
1. Words
Words are the foundation of your brand voice. The vocabulary you choose communicates your organization's personality and values. Are your words formal or casual? Serious or playful? Do you use big, fancy, intellectual terms or keep things simple and relatable?
Think of words as the building blocks that form the who of your voice. For example, an environmental nonprofit might prioritize words like “sustainability,” “future generations,” and “planet,” while a youth-focused charity might lean toward words like “energy,” “change,” and “fun.”
Examples:
Formal Words: “We appreciate your ongoing commitment to our cause.”
Casual Words: “Thanks so much for sticking with us!”
Playful Words: “We’re thrilled you’re on this wild ride with us!”
2. Tone
While words are what you say, tone is how you say it. Your tone is what makes your words feel human. It’s the emotional layer that brings your words to life. Are you upbeat and inspiring? Calm and empathetic? Witty and irreverent?
Tone adapts to context but must stay true to your brand’s personality. For example, a nonprofit focused on mental health might use a warm, understanding tone, while a wildlife organization might lean toward passionate urgency.
Examples:
Inspiring Tone: “Together, we can create a brighter future for everyone.”
Empathetic Tone: “We know this has been a challenging year, and we’re here to support you every step of the way.”
Playful Tone: “Warning: reading this email may result in uncontrollable feelings of joy and a sudden urge to click that donate button!”
3. Style
Style is the overall feel of your brand voice. It’s about structure, format, and consistency. Do you write in short, snappy sentences or elaborate paragraphs? Do you use bullet points, emojis, or bold headers? Is your voice conversational or more polished and professional?
Style ensures that your voice is consistent. When you use the same style in your emails, brochures, and landing pages, it builds trust and makes your organization instantly recognizable.
Examples:
Minimalist Style: Clean, to-the-point sentences, no fluff.
Conversational Style: Friendly, informal, lots of contractions and questions.
Polished Style: Proper grammar, longer paragraphs, and a more formal structure.
Applying Brand Voice to an NPO
Here are three ways you might write an email to potential donors. Notice how they all come across differently while saying essentially the same thing:
Formal:
“Dear Supporter,
Your generous contribution of $100 has allowed us to provide vital assistance to families in need. Thank you for your commitment to our mission.”
Friendly:
“Hi [Name],
Wow! Your $100 donation made such a difference this week. You’re helping us bring smiles to so many families. Thank you—you’re amazing!”
Playful:
“Hey there!
Guess who just made 100 bucks go a long way? YOU. Thanks for being the rockstar we needed this week. Families are smiling because of you!”
Same message, totally different vibes.
EXTRA CREDIT: Reply to this email and tell me how this newsletter differed from my previous ones in terms of brand voice.
Want Help Defining Your Brand Voice?
Do you need help finding your voice—or do you want to prove you already have one?
Reach out! Maybe your brand will make it into my next newsletter.
That’s all for now, folks!
Danny 😊
