Unique Brand Tone of Voice Identifier
Evidence-led brand voice positioning. Map your market. Claim distinctive tonal territory.
UBrToVI analyses competitor language across two linguistic dimensions: Lexical Complexity (or "pitch") from plain to technical and Register (from casual to formal). It then identifies strategic white space where your brand can occupy a differentiated position.
Tone of voice map
1. Research
We try to search for prominent brands in your specified industry or niche, retrieving authentic copy from their official websites, marketing pages, and primary digital properties.
2. Linguistic scoring
Each competitor receives two scores on a 1 to 10 scale.
- Lexical Complexity: from accessible, high-school-level language (1 to 3) through moderate sophistication (4 to 6) to dense, technical, expert-level discourse (7 to 10).
- Register: from casual, colloquial, conversational tone with contractions and personal language (1 to 3) through balanced professionalism (4 to 6) to highly formal, corporate, and impersonal communication (7 to 10).
3. Strategic positioning
We plot all competitors on a two-axis map, divide the space into quadrants using median splits, and identify the least-populated region. Your recommended position sits within this strategic gap, close enough to remain category-appropriate yet distinct enough to differentiate meaningfully.
What you will receive
- Visual tone map: an interactive scatter plot showing where each major competitor sits on the Complexity by Register grid.
- Your recommended coordinates: specific scores positioning your brand in the least-crowded strategic space.
- Competitor summaries: brief linguistic profiles of each analysed brand.
- Strategic rationale: a concise explanation of why this positioning creates meaningful differentiation within your category.
Why this matters
Most brands unconsciously mimic category conventions, which creates tonal homogeneity and makes differentiation difficult. By mapping the actual linguistic terrain of your market, UBrToVI reveals where authentic distinctiveness exists. Not through arbitrary creative choices, but through deliberate, evidence-based positioning.
Tone of voice is not decoration. It is strategic architecture.
Why "Lexical Complexity" instead of "Pitch"?
While "pitch" is memorable shorthand, we use Lexical Complexity for precision. This dimension measures vocabulary sophistication, sentence structure density, and conceptual abstraction—not auditory qualities. It describes whether your language feels accessible or expert, not high or low in sound.
Why these two axes specifically? Complexity influences comprehension, which shapes who can understand you. Register influences relationship, which shapes how formal the dynamic feels. Together they form a practical framework for tonal positioning that maps directly to strategic brand choices.
About this tool
UBrToVI was built to solve a common problem: most brand voice decisions are made through subjective workshops rather than market evidence. This tool brings empirical rigour to a domain usually dominated by intuition.
- Tavily API for targeted brand research
- OpenAI GPT-4o Mini for linguistic analysis
- Cloudflare Workers for serverless processing
- Chart.js for visualisation
All analysis happens in real time. No data is stored. Each query is a fresh market snapshot.
Built by Mike Whyle as a demonstration of agentic AI applied to marketing strategy.
Frequently asked questions
How many brands do you analyse?
Typically 8 to 12 prominent brands in your specified niche, subject to search results and content availability.
What if my niche is very specific or regional?
The more precise your input, the better. "Luxury safari lodges in Botswana" will yield more relevant results than "hospitality". Include geographic terms like "in South Africa" or "SA" for regional focus.
Can I request specific competitors?
Not in the current version. The system autonomously identifies prominent brands through search. This keeps things objective, but limits manual control.
Is the recommended position prescriptive?
No. It is a strategic suggestion based on market gaps. Your final choice should consider brand heritage, audience expectations, and commercial context. Think of this as evidence to inform judgement, not replace it.
What should I do with these results?
Use them to audit your current voice, brief copywriters with empirical targets, justify tonal decisions to stakeholders, and check whether you are inadvertently mimicking competitors.
Privacy and usage
- No data is stored or logged.
- API keys are secured via Cloudflare Workers.
- Rate limiting prevents abuse.
- All processing happens server-side.
- Next steps: Use a brand database API like Clearbit, Crunchbase, or a custom-maintained list. Build a brand discovery service that uses multiple signals: Domain authority (Moz, Ahrefs). Social media presence verification Wikipedia cross-reference. Business registry data.