brand-voice

Brand Voice

When to Use

When defining how your brand communicates — to ensure consistency across teams, channels, and content types.

Core Jobs

1. Define Voice vs Tone

• Voice: consistent personality traits (doesn't change)
• Tone: how voice adapts per context (does change)

Example: Brand voice is "knowledgeable but approachable"

• Tone in marketing: enthusiastic, forward-looking
• Tone in support: empathetic, reassuring
• Tone in error messages: calm, helpful, never apologetic to a fault

2. Write the Voice Characteristics

3–4 traits, each with:

• The trait name
• What it means in practice
• "We say X, not Y" examples
• What it doesn't mean (the common misinterpretation)

Example: Direct — We say what we mean without hedging. We say: "This will take 3 minutes." We don't say: "This might take a few minutes or so." Not: blunt or rude.

3. Create a Messaging Framework

• Tagline: 5–7 words, memorable, captures the core benefit
• Elevator pitch: 2 sentences — problem we solve + for whom + how we're different
• Key messages per audience: what do we want them to believe after reading our content?
• Proof points: evidence that backs each key message

4. Build the Style Guide

Practical rules for writers:

• Vocabulary: words we use and words we avoid
• Grammar: Oxford comma? Active or passive voice? Numbers spelled out?
• Product name capitalization and usage
• Abbreviations and acronyms

Key Outputs

• Voice characteristics (3–4 traits with examples)
• Messaging framework (tagline, elevator pitch, key messages)
• Style guide (vocabulary, grammar rules)
• Before/after examples for each trait

Anti-Patterns

• Brand guidelines document nobody reads
• Voice defined by committee compromise ("bold but safe, edgy but professional")
• No examples — abstract descriptions without "we say X, not Y"
• Not training new writers on the voice