A brand voice is not a collection of fashionable adjectives. It is a practical set of communication choices that helps an organisation sound recognisable and appropriate.
Start with the role the brand plays
A trusted technical advisor should not sound like an entertainment brand. A premium product should not rely on vague luxury language. Voice begins with the relationship the organisation needs to create with its audience.
Define useful contrasts
“Professional” is too broad to guide writing. Contrasts create clearer direction. For example:
- Confident, not overstated
- Clear, not simplistic
- Warm, not overly familiar
- Expert, not academic
Connect voice to evidence
The voice should help reveal the organisation’s experience, thinking and way of working. Strong communication explains, demonstrates and supports. It does not rely on unsupported claims.
Create rules for different situations
The core voice can remain consistent while the tone changes. A service page, project update, proposal and complaint response require different levels of detail and sensitivity.
Voice development questions
- What should people feel after reading us?
- What should they understand more clearly?
- Which language would weaken our credibility?
- Which words or structures should become recognisable?