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Brand messaging & tone of voice

Express your brand, inspire your marketing.

Clear value propositions and key messages are central to the marketing of any brand, product or service. A tagline communicates value to your audience efficiently and memorably. Tone-of-voice guidelines and other brand-management documents bring consistency to your assets. All are essential to your marcom efforts — but tricky to get right.
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Why partner with Ascribe for brand messaging and tone of voice

For strategically precise brand messaging and attention-grabbing taglines, you can count on Ascribe’s professional writing team. Working with your senior leadership and other internal stakeholders, we can generate value propositions and key messages, names, taglines, brand-management frameworks and tone-of-voice guidelines.

Consistent messaging

Clear messaging supports all your marketing efforts, ensuring every asset reinforces your brand in the minds of your audience.

Efficient promotion

A great tagline quickly gets across the value of your company, product or service, helping your audience recall your core messages.

Internal alignment

A well-articulated mission, vision or positioning statement helps staff understand your aims and values and relay them to stakeholders.

Expert facilitation

A facilitated discussion with key internal stakeholders helps us isolate the most essential elements of your brand, which we’ll use to craft on-target messaging.

Effective ideation

A team-based approach to brainstorming names and taglines helps us generate a wider variety of options — so we present only the best for your consideration.

End-to-end support

In addition to our brand messaging services and tone-of-voice work, we can coordinate with a design agency partner to handle the visual side of branding.

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Brand messaging and taglines

Canadian Partnership Against Cancer messaging script

A messaging script serves as the foundation for an organization’s external communications. When the Canadian Partnership Against Cancer needed to update and expand its corporate narrative to better tell its story to partners, funders and staff, Ascribe was ready to help every step of the way.

Read the case study View all case studies

Frequently asked questions

Put simply, brand messaging is the expression of an organization’s promised value. It includes both what your organization says and how you say it — that is, the language and tone of voice you use to convey brand character, mission, vision, value proposition, competitive traits, taglines and more. These elements should complement and align with your organization’s name, visual identity and actions to create a cohesive, consistent and recognizable brand identity.

Tone of voice refers specifically to how a message is conveyed. For example, “contact us today” and “drop us a line” deliver the same message, but with vastly different tones of voice. Tone of voice includes elements such as type of language (e.g., is slang acceptable?), sentence structures (e.g., are fragments OK?) and even punctuation (e.g., how do you feel about exclamation marks?). Your brand tone of voice should be used for all communications, creating a consistent experience and supporting your overall brand identity.

Consistent brand messaging helps customers understand who you are and what you’re offering. It avoids confusion by ensuring that no matter where someone encounters your brand or who in your organization they speak to, they’ll get the same story. This enhances your brand’s reputation and trustworthiness, setting you up for success.

Brand messaging helps identify and build on your unique selling proposition with clear messaging that shows how you’re different from your competitors. Nailing down your tone of voice goes a step further by ensuring you don’t sound just like everyone else, either. With the rise of generative AI — which tends to regurgitate lots of similar content with little or no distinct personality — the opportunity to stand out with unique brand messaging and tone of voice is greater than ever.

To zero in on the elements that make your brand and its voice unique, we’ll conduct a facilitated session with your senior leadership team and any other key employees or decisionmakers whose input you’d like to include. Through a series of focused questions, we’ll get at the values you want to showcase, the personality that will most resonate with your target audience and the characteristics you want your communications to exemplify. Then we’ll use those insights to produce a guide that can help you consistently apply that tone of voice across your marketing materials.

Any organization in any industry can benefit from expert help defining unique brand messaging and tone of voice for their marketing. At Ascribe, we’ve provided brand messaging services to organizations in tech, HR, healthcare, finance, professional services, the not-for-profit sector and more.

We often tailor our brand messaging services to meet individual client needs. But typically, we follow these steps: 1. Project start-up, including initial client briefing to get clear on requirements and scope 2. Background material review, including documents to help us understand the client and their competitors 3. Facilitated session with executive team and other strategic decisionmakers 4. Development of the messaging script and/or tone of voice guide 5. Revisions, based on client feedback

Looking for brand messaging services? Need help defining a tone of voice?

Contact us today
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We can serve as an extension of your own in-house communications team, handling marcom content development on an ongoing basis.

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