What is brand voice?
Brand voice is the consistent personality and style a company uses in its writing and speech. It covers word choice, tone, and attitude, so an ad, an email, and a web page all sound like they come from the same business.
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Why brand voice matters
A consistent voice makes a brand easier to recognize and easier to trust. When every channel sounds different, customers can feel like they're dealing with several companies.
It also saves time. Writers and agencies can produce on-brand work faster when the voice is written down.
Brand voice vs. tone
Voice stays the same, while tone shifts with the situation. A friendly, direct brand might sound upbeat in a launch announcement and calm and plain in a response to a complaint.
How to define your brand voice
Start by choosing a few traits that describe how you want to sound, such as warm, direct, or technical. For each trait, add examples of what to do and what to avoid.
Review real content against the guide, and update it as you learn what your audience responds to.
Common questions
What is the difference between brand voice and tone?
Voice is the steady personality of a brand. Tone is how that personality adjusts to the moment, such as a celebration or an apology.
What should a brand voice guide include?
A short list of voice traits, examples of on-brand and off-brand writing, words to use and avoid, and notes on how tone shifts by channel. Keep it brief enough that people will use it.
Can a B2B company have a brand voice?
Yes. Every company that communicates has a voice, whether it chooses one or not. B2B brands can be formal, plain, or conversational, as long as they stay consistent.
Who owns brand voice?
Usually marketing or brand teams set it, but anyone who writes for the company should follow it. That includes sales, support, and outside agencies.
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