If a logo, typeface and colour palette for a brand is ‘walking the walk’, then tone of voice is ‘talking the talk’.

We’ve recently created a tone of voice toolkit for motoring organisation RAC. It’s been an interesting project, talking to lots of people from right across their business. We’ve identified the essential nuts and bolts of how they communicate and shown examples for different audiences and media. There’s also a language guide containing a glossary of brand words and phrases and a copywriting checklist.

We’ve tried to keep it simple and free from brand and marketing speak – so people will get it and actually use it. Tone of voice (this is already marketing speak, I know) is an essential part of any brand guidelines. It’s increasingly becoming the best way for organisations to communicate how and why they’re different.

To make it interactive and have a bit of fun we’ve also created an online quiz for colleagues to test their word skills.

Language is sure to be a big thing for many brands who haven’t yet found their voice. But, the challenge will be making sure they don’t all sound the same.