Voice and Tone in Branding and Signage: Crafting Consistency and Connection
In branding, we often think of logos, colors, and fonts as the defining elements that communicate identity. But voice and tone are equally vital components, particularly in written communication, where words shape perception, build relationships, and enhance brand personality. In the context of signage, voice and tone play a crucial role in directing, informing, and engaging audiences. When used thoughtfully, these elements ensure that every piece of signage—from wayfinding signs to promotional boards—feels aligned with the brand and resonates with the intended audience.
In this blog post, we’ll explore the importance of voice and tone in branding and signage, and how getting these elements right can make your signage more impactful and memorable.
1. Understanding Voice and Tone in Branding
Voice and tone often work together, but they serve different purposes:
- Voice is the consistent, foundational personality of the brand. It reflects the brand’s character and values and remains steady across all communications. Think of it as the brand’s “personality” or the way it would speak if it were a person.
- Tone is the specific mood or attitude conveyed in a given piece of communication. Unlike voice, tone can shift depending on the context, audience, or purpose of the message. For example, a brand may have a friendly, approachable voice but adjust its tone to be more serious when delivering important safety information.
In signage, voice and tone need to be adapted to both the medium and the message. Effective signage provides clear, concise information while aligning with the brand’s voice and adjusting tone based on the signage’s purpose, whether that’s directing, informing, or promoting.
2. The Role of Voice and Tone in Signage
In branding, signage is often a first point of contact with customers. From storefront signs to directional and informational signs within a space, these visual cues help to establish a brand’s personality while also guiding and assisting the audience. Voice and tone make a significant difference in how the brand is perceived and how well its messages are received.
Here’s how voice and tone influence signage:
- Sets Expectations: Signage often sets the tone for a customer’s experience with a brand. A playful, friendly tone on a store entry sign, for example, creates an inviting atmosphere and sets up an expectation for an enjoyable experience.
- Builds Brand Recognition: Consistent use of voice and tone across signage reinforces brand identity, making it more recognizable and memorable. When customers see that familiar voice, they begin to associate it with the brand, creating a cohesive brand experience.
- Guides and Engages the Audience: By using a tone that matches the context, signage can effectively guide the audience, whether through friendly instructions or clear directives. The right tone helps people feel at ease, valued, and connected to the brand.
- Creates Emotional Connections: People are more likely to respond positively to brands that communicate in a relatable way. For example, an informal tone in an “Employees Only” sign (“Oops! This one’s just for our crew!”) can add personality and make customers feel more connected to the brand.
3. Types of Signage and How Voice and Tone Play a Role
Each type of signage serves a specific purpose and therefore requires careful consideration of both voice and tone.
1. Wayfinding and Directional Signage
Wayfinding signage helps people navigate physical spaces, making it essential for locations like hospitals, campuses, hotels, and shopping centers. Here, the tone should be clear and supportive, helping people feel confident as they move through unfamiliar areas.
- Voice: Consistent, assuring, and helpful. The brand’s voice here should make the audience feel guided and supported.
- Tone: Neutral but encouraging, or even slightly conversational, depending on the brand. For example, “Let’s get you where you’re going” is friendly without sacrificing clarity.
2. Informational and Instructional Signage
This type of signage provides essential information that customers need to make informed decisions. Tone and voice in informational signage must ensure clarity but can also bring the brand’s character into play, enhancing relatability and engagement.
- Voice: Authoritative yet friendly and approachable. Customers should feel that the brand is knowledgeable and trustworthy.
- Tone: Direct and clear, with a touch of the brand’s personality if appropriate. For example, a coffee shop might use “Skip the line by ordering at the kiosk!” instead of a simple “Use Kiosk to Order” for a more engaging approach.
3. Safety and Compliance Signage
Safety signage is essential for ensuring the well-being of customers and staff. While brand personality is usually toned down in these cases, the language should still align with the brand’s voice without compromising clarity.
- Voice: Authoritative and serious, reflecting the importance of safety while staying true to brand consistency.
- Tone: Neutral and straightforward. Avoid humor or casual language that could undermine the message’s seriousness. For example, “For your safety, please wait behind the line” is clear, direct, and respectful.
4. Promotional and Event Signage
Promotional signage is designed to grab attention and create excitement about products, sales, or events. In this case, the brand voice should shine through, creating an inviting and engaging tone that draws people in.
- Voice: Energetic, enthusiastic, and reflective of the brand’s personality. This is where a brand can be creative and playful.
- Tone: Casual, fun, and action-oriented. A bookstore, for example, might use “Get lost in a new adventure—20% off all fiction today!” instead of a generic “20% Off All Fiction.”
5. Branded Storefront and Welcome Signage
First impressions matter, and storefront or welcome signage sets the tone for the entire customer experience. Here, the brand’s voice should be both inviting and true to its identity, providing a warm welcome while subtly introducing the brand’s personality.
- Voice: Warm, inviting, and true to brand personality. This is the brand’s chance to make a memorable first impression.
- Tone: Friendly and welcoming, perhaps with a touch of playfulness if it suits the brand. For instance, a yoga studio might have a sign that reads, “Welcome! Let’s find your flow,” creating a positive, calming first impression.
4. Tips for Consistent Voice and Tone in Signage
Consistency in voice and tone across all signage is essential to creating a cohesive brand experience. Here’s how to make sure your signage aligns with your brand’s unique voice and tone:
- Develop Brand Voice Guidelines: Outline your brand’s personality traits, preferred vocabulary, and phrases. This will serve as a reference for creating signage that consistently aligns with your brand.
- Consider the Audience and Setting: Adapt the tone based on the signage’s purpose and setting. For example, promotional signage at a pop-up event can be more informal, while directional signage in a corporate office should be straightforward and respectful.
- Use Conversational Language: When appropriate, opt for conversational language that feels approachable and welcoming. Avoid jargon or overly formal language unless it’s part of the brand’s identity.
- Test for Clarity and Impact: Keep signage short and simple, while maintaining brand personality. Test signage with people outside your team to see if the intended message, voice, and tone come across effectively.
- Update and Evolve: As brands grow and evolve, so do their voices. Regularly review signage to ensure that voice and tone stay aligned with the brand’s current identity.
5. Case Study: Voice and Tone in Action
Consider the brand Innocent Drinks, known for its playful, friendly brand personality. Even on their signage, Innocent Drinks uses a lighthearted tone to make customers feel welcome and entertained. A sign in their office might say, “We’re smoothie operators!” or “This way to fruity goodness!” The brand’s voice remains playful and conversational, making people smile while effectively guiding them. This consistency across all touchpoints, from packaging to signage, reinforces their identity as a friendly, approachable brand.
In contrast, a luxury fashion brand like Chanel would use a more sophisticated, refined voice on signage. A simple “Please follow the signs for Chanel Beauty” keeps the tone respectful and aligned with the brand’s high-end image. The voice remains consistent across all touchpoints, reflecting Chanel’s timeless, elegant personality.
6. Making Voice and Tone Work for Your Brand’s Signage
Voice and tone are powerful tools that can transform signage from merely functional to brand-enhancing, creating a memorable and cohesive brand experience. Thoughtful consideration of voice and tone in signage helps to engage audiences, foster emotional connections, and reinforce brand identity, making signage not just informative but also meaningful.
Whether your brand is fun and friendly or formal and polished, defining and consistently applying your voice and tone across signage will amplify its impact, making your brand memorable, relatable, and authentic at every touchpoint. After all, every sign is an opportunity to communicate who you are and what you stand for—make sure it’s saying something worth remembering.