Test Your Tone Tool

Question 1 of 10

Test your tone

How strong is your voice?

Brand language. Tone of voice. Brand voice. Whatever you call it, customers should feel a certain you-ness when they read your company's words – from slogans to small print.

But to make that happen, you need everyone in your business on board.

Do you have a tone of voice?

Yep: we have a tone of voice We have something along those lines – like comms guidelines I think so, somewhere No. We have a brand, though? A what?

How comprehensively is your tone of voice implemented across your organisation?

We have detailed guidelines and ensure everyone internally and externally adheres to them We have some guidelines and occasionally share good examples and run training We have a few informal practices and share examples among our team We have minimal practices; it's mostly unstructured We don't have any practices related to tone of voice

Where do you use your brand's tone of voice?

It's fully integrated: it's a fundamental part of all our comms – ads, online presence, internal messages, legal documents, corporate communications, and more It's largely integrated and applied in most areas like customer communications, ads, online presence, and internal messages It's partially integrated and applied in some areas like ads and online presence It's minimally integrated and applied inconsistently, in a couple of areas We don't use our tone of voice consistently or at all

If you were to estimate, how much of your company uses your tone of voice?

75%+ 51–75% 26–50% 10–25% 10% or less

If you operate in different countries, how does your tone of voice change? (Your language changes, of course – but what about your personality?)

We've designed our tone of voice with our team all over the world to feel right everywhere: it's the same voice, with different shades We trust our translators to translate the spirit – as well as the content – of our work We don't operate in different countries We have different tones depending on the country We haven't thought about it

How much do you spend on your tone of voice each year?

£250,000 or more £200,000 – £249,999 £150,000 – £199,999 £100,000 – £149,999 £50,000 – £99,999

What do your most senior folks (like your CEO) make of your tone of voice?

They're big believers: they champion it and write in it themselves They've publicly endorsed it They don't really get involved in it, but they don't detract from it They don't know it exists They're detractors: they openly disagree with it, or actively make our comms worse

How do you measure the effectiveness of your tone of voice?

We use a wide range of methods, including A/B testing, brand metrics, customer feedback, focus groups, and digital metrics like click-through rates We use several methods to gather both qualitative and quantitative data We use a limited number of methods, focusing on either qualitative or quantitative data We use basic methods, with minimal analysis We don't measure it at all

How often do you measure the effectiveness of your tone of voice?

Daily, weekly or monthly Quarterly Twice yearly Yearly Never

Are you using AI as part of your tone of voice programme?

Yes – we've even created a tone of voice tool Yes – we've even got a tone of voice prompt that people use all the time We've created a tone of voice prompt but people aren't really using it We're thinking about creating some AI tone tools AI? What's that?

Okay, one more thing. We need your email to send you your results.

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Your results

Ready for your diagnosis?

For us, your tone of voice works (or doesn't) based on four things:

the basics, like whether you actually have a tone of voice (not a fuzzy idea of one)
getting others involved from the start: the more people have input, the better it'll stick
creating an internal movement: training, talks, AI prompts, the lot
measuring it: fewer complaints, more happy customers: you need to prove what works.

And sneakily, we've been measuring you on these very four things. So here's how you did.

Your result

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You scored 0 out of 72

What we measured

The basics

Just having an agreed tone of voice is half the battle. And if you've got one that's full of clear, tangible writing guidance, with plenty of before-and-after examples, you're way ahead of the curve.

Creating an internal programme

A tone of voice isn't just some rules in a PDF. It's a culture change programme. To really make yours live and breathe, you need to run training, create AI prompts, get a thumbs-up from the C-suite and more.

Getting others involved

We're social animals. We need to see other people doing something if we're going to do it ourselves – it's called social proof. So get as many people on board with your tone of voice as possible.

Measuring it

If you're not measuring your words, how do you know they're working? Try a mix of surveys, A/B tests and customer feedback scores for really meaningful measurement.

So, what's next?

We really hope you found that helpful. And of course, you can give us a call if you need help right this moment.

Talk tone of voice with us

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