What’s your brand’s tone of voice?

The first step to creating your style guide is to identify your tone of voice. Answer 24 simple questions to match your startup with one of our 16 copy style guides.

Questionnaire
Strongly disagree Disagree Neither agree / disagree Agree Strongly agree
We prioritise telling the truth over protecting people's feelings
We like to create a light-hearted and fun atmosphere
We focus on substance over style
We challenge norms and question authority
We prefer conversational language over formal language
We go to extra lengths to encourage and inspire others
We prefer to be straightforward and direct
We prioritise being as inclusive as possible
We like a good pun or witty headline
We're comfortable using edgy or provocative language
Details are extremely important
We're relaxed and approachable
Keep going. You're halfway there!
We prioritise facts and data over speculation or personal opinions
It's important to always be positive and optimistic
We avoid making provocative remarks
We try to make our audience laugh every now and again
We tend to avoid emojis and double exclamation marks
We use professional language to convey trust and credibility
We don't try to fit in
We base our decisions on concrete evidence and data
We like to share motivational and aspirational content
We're warm and welcoming
We use precise grammar and industry-specific terminology
Our content should be easy to understand for a broad audience
An image of Oli West, the founder of CopyStyleGuide.com

Hi, I’m Oli West

For over 10 years, I've written copy for some of the UK's most successful startups and small businesses. I’ve led content teams and have developed multiple brand guidelines.

Countless times I’ve grappled and dealt with the common thread that unites all new companies: the challenge of building trust with a new audience.

A consistent writing style can help build trust, but many businesses don’t have a style guide in place.

I created CopyStyleGuide.com to help.

Read the full story or book a demo with me.

 Tone of voice test FAQs

  • The tone of voice test, rooted in Nielsen Norman Group's 2016 ‘Four Dimensions of Tone of Voice,’ evaluates communication on four bipolar scales: Formality (Formal vs. Casual), Humour (Funny vs. Serious), Respectfulness (Respectful vs. Irreverent) and Enthusiasm (Enthusiastic vs. Matter-of-fact).

    In 2023, we expanded on this research, correlating these dimensions to create 16 distinct tone of voice profiles.

    The test consists of 24 questions designed to identify a startup’s dominant tone of voice. The outcome helps startups select an appropriate copy style guide, ensuring consistent communication across different platforms.

    Learn more about how it works.

  • Most people complete the test in 3-5 minutes.

  • When responding, think about your ideal startup culture. Answer based on how you'd like things to be rather than their current state. Startups are often a work in progress, so it’s better to identify a tone of voice that represents the best version of your startup.

  • Trust your gut. The test has been designed to ensure that individual responses are less significant than the cumulative result. Go with what feels right.

  • While anyone can technically take the test, it's best suited for startup founders and those who write a lot of copy. This ensures results align with the startup’s vision.

  • Absolutely! Tone of voice can be quantified and analysed. Our methodology is rooted in Nielsen research, a reputable source in market studies.

    Learn more about how it works.

  • Based on research conducted by the Nielsen Norman Group, there are four primary dimensions of tone of voice: Formality (Formal vs. Casual), Humour (Funny vs. Serious), Respectfulness (Respectful vs. Irreverent) and Enthusiasm (Enthusiastic vs. Matter-of-fact).

    When these dimensions are combined, they result in a total of 16 unique tone of voice profiles. Each profile offers a distinct communication style derived from the intersection of these dimensions.

    However, it's important to note that this is just one way of looking at tone of voice. While any company can be evaluated using this system, many businesses describe their tone of voice using their own terminology and descriptions.

  • Yes. As a startup evolves, adapts and grows, its communication style and tone of voice might shift to reflect changes in culture, brand identity or target audience.

  • Among those who've taken our test, the CSIE (Bold Visionary) type emerges most frequently. FSIE (Radical Innovator) is the least common. This may vary globally.

  • No. Each tone of voice profile has its strengths and resonates differently with audiences. It's about alignment with brand values and audience preferences, rather than a hierarchy of quality.