Words at Work: How Tone Can Make or Break Corporate Culture

A wink. A raised eyebrow. A shrug.

 

When we’re face to face, these small forms of non-verbal communication can make all the difference.

But what about when we don’t have the luxury of in-person communication? 

Stuck behind a screen, we need words. 

And they need to be chosen carefully. Like, when writing a corporate email. 

Yes, it might seem like ‘bantz’ but no one can see you laughing. 

Or when your boss sends you a message that just says ‘we need to chat’ 😱 and it turns out to be about holiday planning. Without context, clarity and a firm grasp of tone our words can cause others distress. 

And naturally, poor word choice creates poor brands and poor places to work. 

Let’s dig into this. 

The link between voice and values

Much like people, your brand must practise what it preaches. If it has wholesome values like Innocent (‘natural’, ‘generous’ etc) then it shouldn’t speak like Cards Against Humanity. 

Why? Because a brand’s voice and values must harmonise. If the two are inconsistent or at odds, it erodes trust and credibility. 

Whereas, a matching voice and values reinforces a brand’s core beliefs and helps create emotional connections with like-minded customers. This, in turn, leads to brand loyalty and advocacy. 

Brands getting it right are the ones that differentiate themselves. The ones that people feel naturally drawn to. 

Take Duolingo, a language learning platform. Its core value is to ‘make learning fun’. It can’t do this without writing in a tone that backs this up. Which is why it uses a playful, relaxed tone of voice. As a brand it feels friendly, inclusive and sure of itself. 

As Duolingo itself lays out in its brand guidelines:

“Tone is all about reading the room. Duolingo’s voice will always stay the same, but we adapt the tone to the audience’s state of mind. The right tone takes judgment. Think about how the audience may be feeling, then write to that feeling with empathy. Regardless of the subject matter or situation, always strive to be clear, human, and relaxed.”

Well said. 

The big impact of everyday chat

Making sure your brand values and voice sync up isn’t just about external appearances. Internal appearances matter too. You can’t have values like ‘unity’ or ‘equality’ while a culture of aggression and exclusion prevails. 

What and how we say it is a critical part of workplace culture. And this starts at the top and trickles down. If the higher ups are prone to unprofessional email rants, while preaching about corporate responsibility to the outside world – there’s a big issue. 

As a brand, your voice must be consistent – and this includes behind closed doors. Not just because it’s a moral imperative, but because closed doors won’t stay closed for long. Employees speak. Word gets around. And if your brand isn’t living up to its name, karma will come calling.  

So, to make sure no one is confused as to the values your brand upholds and how they translate into words inside and outside of work, you need clear guidelines. 

The need for clear guidelines

A clear set of brand values and a consistent verbal identity aren’t just extras – they’re essential.  It’s an integral part of building a brand that lasts and commands respect. And it’s not only about laying down rails for what is and what isn’t morally acceptable, it’s also about safeguarding brand tone of voice in general. 

Especially in a company where lots of people are likely to write copy. You don’t want someone going rogue with an edgy joke on social media that falls flat or clangs against your brand image. This definitely happens. But not if everyone is on the same page. 

Not if there’s a thorough, easy to use verbal identity at hand. 

Hint hint 😉