The Tone Grid: Visualize Your Website Copy's Tone

When you pull up a competitor’s website, how different does yours *really* sound?

One of the levers you can pull to stand out is Tone. But I’ve found most brands struggle to conceptualize what their Tone should sound like — or what kind of Tone would even be distinct in their market.

That’s why I use a little tool called the Tone Grid to visualize it.

I recorded a quick video to show you how it works, along with a few examples from well-known brands.

Think about what areas of the grid you and your competitors’ websites occupy. 

How much overlap is there? 

What opportunities do you have to push into unoccupied territory (while still feeling authentic)?

Check out the video to see how it works.