kienbui1995 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