What is Brand Voice? Guidelines to Create the Right Brand Voice


Just like in human beings, Brand Voice is the unique way a brand communicates to everyone it interacts with.

But Britannia’s ting ting ti ding, Nokia’s basic ringtone or any other sound effect, audio jingle, etc. doesn’t count as Company’s brand voice.

What is Brand Voice?

Brand voice is the uniformity in selection of words, the attitude and values of the brand while addressing the target audience (or anyone else), and everything that’s included in conveying your brand personality to the external audience.

Characteristics of Brand Voice

Brand Voice isn’t just audio

Assume your brand to be a person. How will anyone you interact with recognize you when you interact with them –

  • Over phone
  • Through a letter
  • Over social Media
  • Or any such communication where he doesn’t see your face.

Brand voice isn’t just the audio. Brand has a personality. This personality has set vocabulary, values, and other characteristics which are communicated to the external world in form of voice.

A company isn’t a real person. Hence, the brand voice isn’t real as well. It’s just the way in which company communicates to others. It is present in the words communicated by the company

It’s the Company’s say (and how they say it)

Brand voice communicates –

  • The company’s values
  • It’s brand identity
  • It’s say in the market

It leads to formation of a Brand Personality, Brand Positioning, and Brand Image. It results in the communication of message in the way that the brand desires, hence all other branding strategies depend on it.

It is Uniform

Since brand voice is essential to set up and communicate branding strategies, it has to be uniform.

Present at every Customer Touch Points

Customer touch point isn’t just the packaging or the point of sales. Customer touch point is everything that the company owns and which the customer is able to see/interact with. This includes website, social media networks, emails, packaging, collaterals, advertisements, etc.

Brand Voice gives rise to Brand Personality

Brand voice is how a brand communicates its personality. It is guided by brand behaviour, values, and expressions.

Brand voice Examples

Big Brands have a uniform and differentiated Brand Voice. This is the reason they stand out.

Brand voice of Coca- Cola

Coca Cola’s brand message is clear(happiness, joy, experiences, etc.) and is addressed through a uniform tone of voice – Friendliness. A user can imagine Coca Cola as a person with a personality and a voice.

Learn more about Coca Cola’s marketing strategies here.

Brand voice of Disney

Disney has an edge over any of its competitors because of one important quality – consistency. People can imagine a whole new world when they talk about Disney. Be it Disneyland, Disney’s social media network page, or any of the Disney product, Disney has its own vocabulary, values, and tone.

Brand voice of Nike

Nike has been inspiring ever since it was founded. All of its brand communication, brand campaigns, triggers, and even its tag line (Just Do It) is directed towards inspiring people on and off the field.

Brand voice of Ogilvy & Mather

Ogilvy, the world’s best advertising agency, is known for its peculiar brand personality. This personality has been shaped because of a very unique brand voice. Ogilvy was founded by a farmer, David Ogilvy. They are proud about it. They believe in creativity which can be seen in their brand communication strategies.

Guidelines to Create a Right Brand Voice

Know your customers

Your brand voice is meant to be heard by the customers. Make sure it sound pleasant to their ears. Know what they like, what they want, their demographics and create the music after some initial research.

It’s for you, but they should like it too.

Having a unique and differentiated brand voice which can be recognized by the customer is beneficial for the brand as long as it is liked by the customer. Your position in the market is decided by the user and hence, it’s your job to woo him.

Define Your Personality First and Voice After it.

Assign yourself an adjective first like adventurous, cool, friendly, flirty, etc. and build your voice based on it.

Learn more about Brand Personality here.

Don’t act like a Robot

A company is an artificial person, not a robot. Interact with them and use vocabulary that can be understood.

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think of this article in the comment section.


About the author

Aashish Pahwa

A marketer, a dreamer, a traveler and a philomath. I prefer stargazing to spending nights in clubs.

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