Formal tone of voice
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
Rolex, a symbol of luxury and precision, communicates with a formal and distinguished tone of voice that befits its storied heritage.
What is a Formal tone of voice?
A formal tone of voice conveys precision, authority and attention to detail. It’s used by brands that want to instil a sense of trust, reliability and expertise in their communication.
Startups often use a formal tone to position themselves as knowledgeable in their industry, emphasising professionalism and fostering trust among potential clients or investors.
Key features
Avoidance of contractions: Prioritises full-word forms such as "do not," "will not" and "cannot."
Third-person perspective: Refrains from direct reader engagement, utilising third-person pronouns like "he," "she" and "they."
Elevated vocabulary: Leverages sophisticated words apt for a professional setting, occasionally integrating industry-specific terminology.
Standard punctuation: Adheres strictly to conventional punctuation rules, excluding expressive punctuation.
Structured composition: Typically features longer, grammatically sound sentences and paragraphs with a clear, organised layout.
Characteristics
Neutrality: Maintains a respectful distance, eliminating personal biases or overt emotions.
Precision: Selects language for clarity and thoroughness.
Consistency: Upholds a specific, predictable format throughout.
Suitability
Startups in sectors like finance, enterprise technology or luxury goods might opt for a formal tone to build trust and showcase their expertise. For them, professionalism and authority are key.
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Examples of a Formal tone of voice
Let's look at some examples of companies that use a formal tone of voice (click the images to zoom in!)
Adobe
Adobe’s website epitomises the formal tone of voice, avoiding contractions and mostly using the third-person perspective (“Adobe”, not “We”).
Their language is infused with industry-specific terms like “experience economy” and “digital transformation,” which establishes an aura of professionalism.
This is further bolstered by their structured content layout and detailed descriptions of their offerings, such as the “Adobe Experience Cloud.”
Their tone remains neutral and fact-driven, highlighting their innovation and leadership in digital solutions without unnecessary embellishment.
By using a formal tone, Adobe effectively communicates its commitment to quality and its role as a vital player in the digital sector.
We’ve classified Adobe as a Grounded Pathfinder (FSIM).
McKinsey & Company
McKinsey & Company’s website content is a great example of a formal tone.
They shun contractions in favour of full-word forms, ensuring polished precision.
Their choice of advanced vocabulary, woven with industry-specific terminology, such as “by assessing the installed base opportunity”, immediately conveys deep sector knowledge.
Consistency is key, and this is evident in the structured composition of their content - each service is introduced with “Helping…”, followed by a clear, detailed description.
The absence of expressive punctuation and the use of a third-person perspective reinforces their objective, unbiased stance.
For a company like McKinsey, operating in high-stakes sectors, their formal tone helps build trust and establish authority.
We’ve classified McKinsey as a Composed Analyst (FSRM).
Rolex
Rolex's website exemplifies formal tone of voice.
By using full-word forms and largely steering clear of contractions, the brand maintains a polished and precise narrative.
Their use of advanced vocabulary, such as “presentation box” and “certifies your watch's authenticity,” further underscores the brand's luxury positioning.
While they do occasionally address the reader directly, most of their content discusses the meticulous steps taken by the “Official Rolex Jewelers” in a third-person perspective, adding a touch of professionalism and distance.
This structured and consistent approach, combined with a neutral, fact-based narrative, not only echoes Rolex's luxury stature but also its dedication to precision and unparalleled craftsmanship.
We’ve classified Rolex as a Dignified Mentor (FSRE).
Formal tone of voice profiles
Profiles that have a Formal tone of voice include:
The eight tones of voice
Learn the differences between other tones of voice:
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.
A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.
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