The technology industry has an unprecedented influence over our daily lives and shapes the way we do business around the globe. Yet for many tech brands, despite being at the top of their game in terms of the service provided, their comms falls into the trap of feeling cold, jargon-heavy, robotic, and distant. Of course, innovation, technology and expertise is crucial but how you communicate that matters even more. That’s where nailing a more engaging, human tone of voice (TOV) comes in.
People don’t just buy products or services, they connect with brands. And the most successful brands are the ones that sound like real people, not instruction manuals. A human, engaging TOV builds trust, creates the platform for emotional investment, and ultimately drives loyalty. It’s about clarity over complexity and conversation over corporate-speak.
This shift doesn’t mean dumbing down your message, it usually means making it more accessible, swapping out overly technical descriptions for compelling storytelling, and rigid formality for warmth and personality. Think about how Apple, Slack, or Monzo communicate. They’re clear, relatable, and engaging while still maintaining credibility.
So, how do you find a more human TOV for your tech brand? It starts with understanding your audience, what they care about and what they need from you. Then, it’s about crafting a voice that authentically reflects your brand’s personality while making every interaction feel effortless and engaging.
Let’s look at some tech brands that have nailed this balance and what we can learn from their approach.
Apple: Simplicity and Emotion
Apple’s communication is a masterclass in clarity. Their messaging is simple, direct, and speaks to the user’s experience rather than the technology itself. Instead of bombarding audiences with technical specs, Apple focuses on what their products empower users to do, whether it’s capturing stunning photos or staying connected seamlessly. Apple deals in experiences and how they can make life more enjoyable.
Slack: Conversational and Friendly
Slack has transformed workplace communication, not just with its product but also with its brand voice. Their tone is informal, friendly, and approachable, making even software updates feel engaging. They communicate like a helpful colleague rather than a faceless corporation, which has been key to their success. This helps audiences to understand the purpose behind slack and the tangible benefits it offers, connection, closeness, efficiency, socialising online with colleagues, rather than just viewing it as a work tool or platform.
Monzo: Transparency and Trust
Monzo, the digital-first bank, stands out for its refreshingly honest and human approach. They use plain English, avoid financial jargon, and communicate openly about both successes and challenges. This transparency fosters trust and strengthens customer loyalty. This approach has also helped Monzo to be real disruptors in the banking and finance world, which would not have been achieved if they looked and sounded like everyone else, despite having a truly innovative service when they launched.
How to apply this to your brand
- Simplify your message: Cut through complexity and jargon to focus on what really matters to your audiences.
- Be more conversational: Write like a human, not a machine. Engage your audience with warmth and personality.
- Tell a story: Don’t just list features, show everyone how your product or service improves businesses and lives.
- Stay authentic: Your brand’s voice should be a true reflection of its values and personality.
We hope that you’ve found this blog useful. If you’re ready to inject more personality into your brand and connect with your audience on a deeper level then get et in touch with our Client Services Director, Juliette Neault, at [email protected] Thanks for reading!
