How Brand Voice Shapes Identity Design: Strategies for Success

As the founder of a branding agency, one of the most difficult conversations I have with CMOs and product managers is around the idea of what brand voice is supposed to be.

To explain, I use this simple question: what makes you unique?

Well, it’s your personality of course. You like the outdoors, but not during winter. You stay far away from nightclubs and prefer to watch Netflix in the evenings.

These traits, taken as an aggregate, form your personality. In the same way, brands too have a personality. It is expressed through the brand voice.

Let’s understand the importance of brand voice and its impact on creating a brand identity.

What is brand voice?

Brand voice is essentially your brand’s personality. It’s the unique way a brand communicates with its audience.

Imagine a brand as a person at a party. Their way of speaking, telling stories, and interacting with others forms their personality.

The brand voice does the same for your business. The concept of brand voice is essential to brand identity.

What are the components of brand voice?

Brand voice makes itself known through three components:

How you speak

This includes the tone of voice (formal, casual, humorous, etc.). It is also about the level of language (simple or complex), and the overall style of writing (descriptive, informative, etc.).

What you speak

Brand voice shapes how messages are conveyed. It ensures consistency in the way the brand talks about its products, services, and values. A reputable brand identity design firm can elevate your company’s presence in the market through messaging.

How people remember you

Brand voice reflects the characteristics of the brand itself. Is it friendly and approachable? Sophisticated and authoritative? Fun and quirky?

But theory only goes so far. Let’s look at some brands you’re familiar with. Let’s put them to the test. Does their brand voice already tell you what they look like?

5 Examples Demonstrating Powerful Brand Voice

In this section, we examine notable examples across various industries.

Harley-Davidson (Automotive) 

Brand Voice: Bold, Rebellious, and Adventurous.

The bold, rebellious voice of Harley-Davidson perfectly complements its iconic aesthetic.  Think chrome accents, roaring engines, and the classic Harley-Davidson logo – all embodying the brand’s rugged, adventurous spirit.

Apple (Technology) 

Brand Voice: Sleek, Innovative, and Elegant.

Apple’s sleek, minimalist voice mirrors the clean lines and elegant design of their products.  Their focus on simplicity and innovation is reflected both in their communication and in their instantly recognizable devices. It’s the hushed excitement of unboxing a new iPhone. The crisp click of a MacBook trackpad. The seamless flow of iOS. A

Dove (Beauty):

Brand Voice: Empowering, Inclusive, and Gentle.

Dove’s brand voice is like a warm hug. Its gentle, inclusive voice aligns with the brand’s soft, natural product visuals. Dove celebrates natural beauty, embraces diversity, and encourages self-love.

Whether it’s their “Real Beauty” campaign or their nourishing body lotions, Dove’s voice whispers, “You’re beautiful just as you are.” Think of their soothing color palette, emphasis on real women, and the iconic Dove bar of soap – all reinforcing their message of natural beauty and acceptance.

Mailchimp (Marketing)

Brand Voice: Friendly, Smart, and Helpful.

Mailchimp’s brand voice is like a trusted friend who knows the ins and outs of marketing. The brand’s friendly, helpful voice is mirrored in their playful visuals and quirky mascot, Freddie.  Their use of bright colors, approachable illustrations, and a touch of humor makes their brand feel accessible and less intimidating, echoing their supportive voice.

Patagonia (Outdoor Apparel)

Brand Voice: Eco-conscious, Adventurous, and Activist.

Patagonia’s brand voice echoes the silence of rugged mountain peaks. Think of images showcasing vast landscapes, their emphasis on recycled materials, and the weathered textures of their products. All these ideas support their adventurous, activist brand identity. Patagonia is about more than outdoor gear. It’s a call to protect our planet. That’s what Patagonia sounds like, and looks like.

How to shape your brand identity through your brand voice?

Your brand is as much about what it looks like, as it is about what it sounds like. And voice isn’t just about what you say, it’s how you say it.

Let’s explore how you can shape your brand through brand voice.

Define Your Core Values

Example: Patagonia’s commitment to environmentalism permeates every aspect of their brand voice, from product descriptions to social media posts.

Question to Ponder: What 3-5 words would you want customers to immediately associate with your brand?

Know Your Audience

Example: Harley-Davidson’s voice speaks to its core audience of adventurous, freedom-loving individuals. Contrast this with Dove’s focus on fostering self-acceptance among women.

Checklist:

• Who are your ideal customers? (demographics, interests, pain points)
• How do they currently communicate with each other?
• What kind of language resonates with them?

Choose Your Tone

Example: Mailchimp’s friendly, sometimes quirky tone makes complex marketing topics feel approachable.  Apple, on the other hand, exudes sophistication and innovation.

Questions to Ponder:

• If your brand was a person, how would they talk?
• What emotions do you want your customers to feel when interacting with your brand?

Develop a Style Guide

Need inspiration? Check out Mailchimp’s style guide.

Checklist: Include examples of do’s and don’ts, preferred vocabulary, tone guidelines, and specific scenarios (e.g., customer service voice vs. social media voice)

Be Consistent

Example: You wouldn’t expect Harley-Davidson to suddenly start using floral patterns and delicate fonts. Consistency builds trust and recognition.

Checklist:

• Apply your voice across ALL communication channels – website, social, packaging, etc.
• Empower your team by making the style guide easily accessible.
• Conduct regular brand voice audits to ensure consistency.

It’s Not ‘Set It and Forget It’

Building a strong brand voice, the kind that makes people stop and listen…well, it takes time and effort.  And the work’s never really done, is it?  The world changes, trends come and go, so your brand voice needs to keep up.

Think of it like tuning an instrument.  A little tweak here, a change of tone there, and before you know it, you’re making beautiful music again.

Maybe you start feeling like your brand sounds a little stale.  Or you realize your customers are using a whole different kind of language these days.  That’s when it’s time for a brand voice checkup.