GenAI lets brand experts and linguists do what we've always wanted: make Tone of Voice practical.
Why It Now Finally Works
Here's the challenge I've seen repeatedly: humans can't follow complex and detailed rules, and most AI tone tools don't get how language works - at least not to the t. But combine linguistics, brand expertise, and AI programming. You can see it brewing, right? This exactly brings all the parts of my background together - linguistic science, and 25 years in tech, PR, brand building and Corporate Communications. It is a great time be alive!
The ToneLab Approach
ToneLab is a GenAI approach that brings linguistics, branding models and a ton of practical experience in branding and Corporate Communications together. I've built ToneLab on Aaker's Voice Personality framework because that is a model that works, yet was never really practical in everyday life. I know. From having been a Comms and Brand lead. People, even really good writers, can not stick to a ton of rules easily and heads of corporate communications - who can dream the rules - can not rewrite everything that gets produced.
ToneLab analyzes brand texts and simply scores them across five main dimensions, examining how linguistic elements like word choice, sentence rhythm, and narrative structure shape each dimension's scoring. Good writers use these elements instinctively - now we measure and call them out systematically. Helping us to become more aware, have the right conversations, make clear agreements and then automate to check ourselves and even get support in writing real good brand copy.
We map content on these main domains:
- Sincerity (Heartfelt ↔ Diplomatic)
- Energy (Intense ↔ Relaxed)
- Focus (Knowledge ↔ Relationship)
- Sophistication (Elegant ↔ Simple)
- Ruggedness (Tough ↔ Graceful)
We report on them all on 5 point scales, giving us a ‘one star’ per Tone of Voice. Ideally companies have One single ToV star across the company which would show ultimate congruency.
What Makes ToneLab Different
ToneLab's AI analyzes the detailed linguistic patterns that shape your brand voice. Our expert team then guides you through improving your tone guidelines and setting up guides and tailored prompt libraries and bots for consistency. You get both immediate insight and the tools to maintain a strong brand voice across your team long-term.
Not using AI for this, would be real shame because the facts speak for themselves. People process 200 or 300 words per minute while an LLM gets to over a million. People will not get replaced by AI, but people who don't get support from AI will get replaced by those who do.
Where We Are Now
ToneLab is relatively new and eager to get tested. Each brand we analyze makes it smarter. Early adopters get immediate insights while helping us refine the system. Win-win.
Ready?
Got brand texts you want analyzed? Let's look at where your voice stands and how to make it stronger.
Missed why tone matters? Check our previous post by visiting this link.
ToneLab builds on Aaker's Brand Personality Framework (1997), adding linguistic precision and AI-powered measurement.
