Skip to content

Script and copy

Tone of voice

The way the brand speaks in text: formal or close, technical or simple, serious or playful.

What is Tone of voice?

Tone of voice is the brand’s personality translated into words: vocabulary, sentence rhythm, use of humor, how the reader is addressed. It is what makes a caption feel like the brand even without the logo. Defining the tone in a few lines, with examples of what to say and what to avoid, is what keeps things consistent when more than one person writes, or when AI writes. The tone applies to captions, scripts, comment replies and DMs.

In Murify

Tone of voice is part of each brand’s brand kit in Murify. It can be extracted from the brand’s website and is used in the script and caption of every post.

Related terms

See all terms

From the term to the finished post

One sentence becomes a script, a design in your brand and a caption, in all three formats. Create your account and make your first carousel in five minutes.

Start free

No credit card.