• Sharon Winifred

Brand Voice 101

Brand voice refers to the personality and emotion that is incorporated into the communications of a brand. This includes everything from the words and phrases used in ad copies, blogs, and other marketing strategies. It plays an important role in ensuring that each message finds its way through the thousands of other ads a customer is exposed to and leaves a lasting impression. When there is an emotional bond, customers invest more in brands, rather than with brands that dish out uninspired, detached content. Ultimately it's less about what you're saying — it's about how you 're saying it.

Examples of Brand voice 

1. Glossier

Glossier describes itself as a “people-powered beauty ecosystem”. Glossier’s brand voice resonates wellness and beauty care for modern women through confidence and self-care. Bright, feminine visuals often come in combination with simple visuals and bold phrases.

Source: Glossier

2. Apple

Apple does an exceptional job of setting themselves apart from their competition. Their brand voice makes everyone feel special and spoiled when they own their products. There is a high level of intimacy in their web and ad copies.

Source: Apple

What to Do Before Finding your Brand Voice

  1. Establish your core brand identity by setting your vision, mission, and values.

  2. Highlight the aspects of your company that make it stand out from the competition. 

  3. Consider the feeling you want to invoke in your consumers and use simple terms that induce a feeling like enthusiasm, trustworthiness, or comfort.

  4. Identify the demographics of your current and future customer base.

Brand Voice vs Brand Tone

Although Brand Voice remains constant, Brand Tone toning can change depending on your message context. A social media post about a fun sale, for example, will have a more light-hearted feel than one featuring breaking news about a corporate crisis.


This represents the personality of your company.


The intuitive tone of voice applied to your speech. It changes depending on what suits a given content or message.

You’ve established your guidelines. Now what? 

If you've developed a set of guidelines to help your company put its best foot forward, it's time to put them into action. Here's how.

1. Share them with your team

Take the time to explain the new or existing Brand Voice guidelines to your employees and incorporate them into the training process for new employees too. Publish the guidelines on your website or in employee handbooks for easy access.

2. Be consistent

Consistency is key. It’s important that you and people who communicate on behalf of your company incorporate your brand’s latest voice and tone standards into every touchpoint and communication channel.

3. Stay updated

As your company grows, there’s a high chance your brand voice and tone will need to change a bit, too. When something doesn't work as you hoped or you have to change your communication style, don't worry about mixing things up.

ContentStac offers content writing services to help build a brand voice for your Company. Please contact us for a detailed plan to suit your needs.

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