What is brand voice?
Brand voice is the unique personality and style of your brand that comes through in all of your content and interactions with customers. It’s the way your brand communicates and the language, tone, and style it uses to engage with your audience.
Why brand voice matters
It influences perception
Your brand voice shapes how your audience perceives your brand. It can make your brand seem friendly, professional, authoritative, or playful.
It sparks recognition
A consistent brand voice helps your audience recognize and remember your brand. It sets you apart from your competitors and creates a strong, recognizable identity.
It builds trust
A clear, consistent brand voice builds trust with your audience. It shows that your brand is reliable and authentic, which can lead to stronger customer relationships and loyalty.
It creates connection
A strong brand voice can create a connection with your audience, making them feel like they’re part of a community or movement. It can evoke emotions and resonate with your customers on a deeper level.
9 ways to define your brand voice
1. Define your target audience
Understand who your audience is and what they care about. Tailor your brand voice to resonate with their interests, values, and communication preferences.
2. Find existing brands or people you like
Look for brands or individuals who have a voice that resonates with you. Analyze what you like about their voice and how it aligns with your brand’s goals and values.
3. Get your creative juices flowing with writing exercises
Experiment with different writing exercises to explore various tones, styles, and vocabulary. This can help you discover what feels authentic and effective for your brand.
4. Create your style guide
Develop a comprehensive style guide that outlines your brand’s voice, including guidelines for tone, language, and communication style. This will ensure consistency across all platforms and content.
5. Share your company’s mission statement and values
Your mission statement and values should align with your brand voice. Share these foundational elements with your team to ensure everyone is on the same page when communicating with your audience.
6. Consider how you want your customers to feel
Think about the emotions you want to evoke in your audience. Whether it’s excitement, trust, or empathy, your brand voice should align with the feelings you want to inspire.
7. Make a sounds-like, doesn’t-sound-like chart
Create a visual tool that illustrates the type of language, tone, and style that represents your brand, as well as what doesn’t align with your brand’s voice.
8. Create a dos and don’ts section
Establish clear guidelines for what is and isn’t acceptable in your brand’s communication. This will help your team understand the boundaries of your brand voice.
9. Decide how you’ll handle grammar and mechanics
Determine how you want to approach grammar, punctuation, and other language mechanics in your brand voice. This will ensure consistency and professionalism in your communication.
Keeping your brand voice consistent across platforms
Consistency is key when it comes to your brand voice. Whether it’s your website, social media, email marketing, or customer service, your brand voice should remain consistent to reinforce your brand’s identity and messaging.
Brand voice examples
1. Who Gives a Crap
Who Gives a Crap uses a playful, irreverent brand voice to communicate their commitment to sustainability and social impact.
2. Fishwife
Fishwife’s brand voice is bold, sassy, and unapologetic, reflecting their target audience’s attitude and lifestyle.
3. Patagonia
Patagonia’s brand voice is authentic, passionate, and inspirational, aligning with their commitment to environmentalism and outdoor adventure.
4. Supermush
Supermush uses a friendly, approachable brand voice to connect with health-conscious consumers and promote their natural, organic products.
5. Nestig
Nestig’s brand voice is nurturing, informative, and empathetic, reflecting their focus on family-friendly, sustainable home products.
6. Molekule
Molekule’s brand voice is scientific, educational, and authoritative, supporting their innovative air purification technology and commitment to clean air.
7. Fable & Mane
Fable & Mane uses a mystical, enchanting brand voice to convey the transformative, magical qualities of their hair care products inspired by ancient Indian beauty rituals.
8. Open Farm
Open Farm’s brand voice is transparent, ethical, and informative, reflecting their commitment to sustainable, ethically sourced pet food and responsible pet ownership.
9. Oxbow Designs
Oxbow Designs uses a sophisticated, elegant brand voice to convey the craftsmanship and timeless luxury of their handcrafted leather goods and accessories.
10. Fewer Finer
Fewer Finer’s brand voice is minimalist, refined, and aspirational, reflecting their focus on quality, simplicity, and conscious consumption.
Brand voice determines your business’ distinct personality
Your brand voice is an essential element in shaping your brand’s distinct personality. It sets the tone for how your audience perceives and connects with your brand, ultimately influencing their purchasing decisions and loyalty.
Brand voice FAQ
How do you define brand voice?
Your brand voice is defined by the language, tone, and style you use to communicate with your audience, reflecting your brand’s personality, values, and messaging.
What is an example of a brand voice?
An example of a brand voice is the playful, irreverent tone used by Who Gives a Crap, a sustainable toilet paper brand that communicates their commitment to social impact in a lighthearted, engaging manner.
What is the purpose of a brand voice?
The purpose of a brand voice is to create a consistent, authentic, and engaging communication style that resonates with your audience, builds trust, and sets your brand apart from competitors.