Brand Voice
Definition
Brand Voice refers to the consistent personality and style of a brand's written and verbal communication. It encompasses the tone (formal or informal, serious or playful, warm or authoritative), the vocabulary (the specific words and phrases that the brand uses and avoids), and the overall character of the brand's communication. A well-defined Brand Voice ensures that all the brand's communications — from advertising copy to social media posts to customer service emails — feel consistent and recognizably "on-brand."
Contextual Usage
The content strategist presents the Brand Voice guidelines to the team: "Our Brand Voice can be described in three words: confident, curious, and human. We're confident — we know our stuff and we're not afraid to have a point of view. We're curious — we ask questions and we're always learning. And we're human — we speak like a real person, not a corporation. These three qualities should come through in everything we write."
About this section
Brand and marketing strategy is the intellectual and creative foundation upon which all marketing activity is built. A strong brand strategy defines who the brand is, what it stands for, who it speaks...
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