Brand tone analyzer — score your copy in seconds
Paste any piece of writing and this tool scores its tone of voice across three dimensions — formality, warmth and confidence — alongside basic readability stats. It then gives you concrete suggestions to pull the copy toward the brand voice you actually want. Everything runs in your browser, so you can check sensitive draft copy without sending it anywhere.
Why tone is worth measuring
Most teams have brand guidelines that describe the desired voice in qualitative terms: “friendly but professional,” “warm and authoritative,” “direct and human.” The problem is that judgements about whether a piece of copy hits those marks vary enormously between writers and editors. A quantitative tone score does not replace editorial judgement, but it provides a consistent baseline that makes conversations about copy less subjective. “This paragraph scores 78 on formality but our target voice for social is under 50” is a more actionable conversation than “it feels a bit stiff.”
How it works
Tone is hard to judge by feel, so the analyzer turns it into measurable signals. It scans your text for vocabulary associated with each end of three axes:
- Formality — casual words and contractions versus formal connectives like “therefore” and “accordingly”. High formality is appropriate for legal notices and B2B proposals; low formality suits social media and onboarding flows.
- Warmth — reader-focused, emotive language versus cold, policy-style wording. A warm tone uses “you” and “we,” acknowledges the reader’s situation, and tends toward the concrete over the abstract.
- Confidence — direct claims versus hedging words like “maybe,” “might,” and “I think.” High confidence copy states facts and recommendations clearly; low confidence copy qualifies everything and can read as uncertain or unconvincing.
Each axis is scored from 0 to 100 based on the balance of those signals, and the result is shown as a slider so you can see at a glance where the copy sits. Sentence length and punctuation are measured separately as readability cues — long average sentences are flagged because they reduce clarity regardless of tone.
Matching tone to context
Different surfaces within the same brand often need different tones. A checkout confirmation email should be warmer and simpler than a product specification page. A terms-of-service document should be more formal than a homepage headline. Use the target profile selector to match the right register to the surface you’re working on rather than applying one brand-wide setting to everything.
Typical target ranges by surface type:
| Surface | Formality | Warmth | Confidence |
|---|---|---|---|
| Legal or compliance copy | High | Low | High |
| B2B proposal | Medium–high | Medium | High |
| Consumer product description | Medium | Medium–high | High |
| Social media | Low | High | Medium–high |
| Support email | Low | High | Medium |
Tips and examples
Run the same paragraph against two different target profiles to see how the suggestions change — “friendly” will push you to add warmth, while “authoritative” rewards confident, direct phrasing. If a draft scores very high on confidence, check for overpromising absolutes like “always” or “guarantee.” If warmth is low in a customer email, adding a single “thanks” or “happy to help” usually lifts it noticeably. Use the readability line as a final pass: aim for an average sentence length under about 20 words for marketing copy.