Is Swearing Off-Brand? Not If You Know Your Tone of Voice

I said “f*ck” three times on a podcast last week and no one clutched their pearls.

The host didn’t flinch. The audience didn’t revolt. No one emailed me to say I’d ruined their morning latte.

And honestly? That’s the power of an established tone of voice.

If you’ve been around my brand long enough, you know I’m not trying to sound like a nun with a thesaurus. My tone is considered, strategic, smart and sometimes, that includes a well-placed swear word. Not because I’m trying to be edgy or because I think profanity = personality, but because it's authentic to me.

Tone of voice is more than how you sound.

It's also how you make people feel.

It’s what builds trust, creates recognition, and tells your dream clients: “Yes, I get you,” or has them thinking, "Oh, she's like me".

For me, that means a blend of sharp thinking, real-talk advice, and the occasional fuck, because life’s too short for robotic marketing and recycled skin quotes.

For some brands, swearing would be jarring. Totally off. A misstep. But for mine? Me suddenly sounding all prim and proper would feel just as disconnected. Tone of voice has to reflect the brand, not just the person writing the copy.

When done right, it gives you room to be playful with your language — like turning a curse into something charming. (Ever added -ing or -ly to your favourite profanity? Swear-adjectives are linguistically delightful, honestly.)

So no, I’m not going to start adding “shit” to every subheading or writing email subject lines that scream “f*ck it, we clappin'”. However, I will continue to write how I speak. For me, that’s the difference between copy that feels and sounds like you, and copy that feels like an imposter.

What does this mean for you?

It means your tone of voice isn’t a cute little flourish. It’s the foundation of how your brand connects with its audience. If you're trying to sound like someone else — a Pinterest quote board, the clinic down the road, or your Year 12 English teacher — it’s time to pull it back in.

The real goal? Finding a voice that sounds like you and lands with them.

Whether that includes an occasional swear, a slice of sarcasm, or a side of science, that’s entirely up to you, but make it honest, make it intentional, and ultimately, make it yours.