Developing brand voice guidelines successfully also requires an audit of the images and videos you use on your website and other channels.
You should find out whether the images you use are all within a certain size and whether you use your logo on them appropriately.
Also, ask yourself if the colors you incorporate in your graphics are acceptable to be presented to your buyer persona.
Think about the type of videos you use as well, and discover whether they are relevant for your audience or not.
5. Select Your Words Wisely
Think about the words that describe your business. Then carefully pick the adjectives, nouns, verbs and other parts of speech that you want to relate to your business and also those you would like to avoid.
Using these certain phrases in your content consistently will help you shape your brand voice and tone and serve as a sort of instructions when creating your brand voice guidelines.
Here is an example of how Skype chooses the words they use in their content:
How To Stick To Your Brand Voice Guidelines Successfully?
The best way to stick to your brand voice guidelines is to document them. Having a formal document will help you ensure consistency in your written and visual content.
What’s more, this process will also help you better manage your team and train new members easily.
5 Brand Voice Examples To Get Inspired By
Now more than ever consumers want to establish an emotional relationship with the brands they like. However, not every business is able to live up to its values, mission and vision.
Here are the best five brand voice examples that businesses can learn a lot from:
We’ve put it on our list of best brand voice examples because of its consistency in combining nutrition with entertainment and playfulness across different channels.
They are super amuzing on Facebook and by carefully choosing the words they use, this company reassures its clients that behind their tone of voice they actually stick to their community values.
This is how they present which of their products will be popular in 2020, according to their clients:
They also use inspiring and playful language when they announce product discounts on their Twitter account:
And, they even sound entertaining when they educate their clients about their in-store events on their website:
According to Statista, in 2021, Apple was the most valuable brand worldwide with a market share of $2.25 trillion.
As such, it is one of the most recognizable companies and one of the best brand voice examples that stand out from its competition.
Its brand tone of voice is consistent, confident and simple.
When you see Apple, you see luxury, at least that’s what their voice makes you feel about it whenever you visit their website:
Or, when you watch some of their ads:
Slack is a messaging platform and collaboration hub that is a symbol of clarity. Its brand voice and tone, as well as the message they convey, are quite easy to understand.
Their content is simple, clear and concise but at the same time human and friendly. They write for global audiences and anyone can understand their language.
Some of their brand voice guidelines include:
Being concise and saying more with less
Using common and simple words
Incorporating active voice
Slack is also among the best brand voice examples for conveying their company vision constantly.
We can see this on their homepage:
And also on their About Us page:
Dove is a personal care company whose brand tone of voice is strong, confident and empowering.
Their vision is uplifting and encouraging and they have developed a persona that highlights their responsibility to deliver high-quality products.
Dove is also among the top brand voice examples because it empowers its clients to experience beauty and body image positively by using a tone that is inspiring and friendly at the same time.
We can see their consistent voice and tone on its website:
And on their Twitter profile as well:
Coca-Cola’s unique brand message is to spread joy and happiness among its customers. The company uses a unique tone of voice that is friendly and we can see it consistently in different campaigns and ads.
They have successfully incorporated the voice and tone into their branding strategy and have built a strong brand identity that makes Coca-Cola stand out from its competitors.
Their voice is also uplifting and evokes positivity which is why when consumers get in touch with the tone of this brand, they are imagining a real person that refreshes their body and spirit.
We can see this brand being consistent in its video advertisements:
And also on their Twitter account:
Let's review the basics to understand the difference between brand voice and tone as well as the benefits of developing a unique tone of voice.
What Is A Brand Voice?
Brand voice refers to the consistent expression of your business’ core messages and how you communicate with your audience and clients.
It encompasses various elements that make up your brand including your personality, attitude, the language you use as well as the values you share.
Your tone of voice is all about positioning yourself in a way that helps your brand stand out from the rest, leave a long-lasting impression and be easily identified.
Creating a non-human voice that represents your brand identity makes sure your message cuts through the noise. It is one of the key factors that allows your audience to recognize you across various channels.
Your brand voice may vary depending on several aspects:
The channel you use to share your message
The type of audience you refer to
The goal you want to accomplish
What Is The Difference Between Brand Voice And Tone?
In addition to developing a unique brand voice, it is also of great importance to understand the meaning and purpose of tone.
While voice refers to your company’s personality, the tone is the emotional inflection you incorporate in various situations. It is the tool you use to adjust your attitude in your message and content based on who you are talking to and what you are talking about.
Unlike brand voice that always remains consistent, the tone can change depending on the situation.
And, to successfully modify it, you should understand your buying persona and discover their position in the sales funnel. These are the key factors in connecting with your prospects and establishing an emotional relationship effectively.
These two terms are very closely related, so you will often hear the phrase “tone of voice”.
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Tony Watson a marketing specialist that specialize in driving business through digital, visual and content marketing techniques, currently based in Los Angeles. I'm a huge people person, outgoing, passionate about music and travel. I am looking to make all kinds of connections, let's share a couple of stories.