Brand Voice
In one sentence
The consistent personality and manner of expression a brand uses everywhere it speaks.
Analogy Mental model
A person's way of talking. Whatever the subject, you can tell it is them, from the rhythm, the jokes and the words they reach for.
In practice What you actually do
Three adjectives and a paragraph of example sentences. Then apply it to the places nobody thinks about: error messages, transactional emails, support replies, the 404 page. That is where a voice is either real or decorative.
Where people get burned Pitfalls
A voice diluted across touchpoints is worse than no voice, because inconsistency reads as indifference. The marketing site and the invoice should sound like the same organisation.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →