Tone of voice
Also known as ‘tonality,’ the term ‘tone of voice’ refers to how a brand expresses itself in written or spoken communication. It encompasses various elements, including word choice, style, attitude, and overall demeanor in written or verbal messages. While brand personality provides the foundation for a distinctive attitude in the wording of texts, tone of voice is the fine-tuning that adjusts based on the message, target audience, and medium. A consistent tonality that aligns with the core identity helps convey a brand’s personality and values, and establishes its distinct voice.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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