Here are four important places to let your brand voice sing out as clear and strong as Lady Gaga.

Microcopy is the small bits of copy that offer context, instruction or explanation to your readers and visitors. The tiny print at the bottom of an email. The error messages. The captions, terms and conditions, loading screens, footers, disclaimers, button copy, or the persistent message that this website uses cookies are you okay with that?

Microcopy is a powerful place for tone of voice that sings because it's unexpected. It's the throwaway copy that most companies ignore.

But it's an outsized opportunity to showcase your voice, because it suggests something important to your reader: If this company pays attention to small things like the footer of an email … they must really care about delighting me.

About Us tells a site visitor about how you value your own people—an important bellwether for how you'll value them as visitors and customers. Take that excellent opportunity to introduce yourself, and to show how you are different from your peers.

First touch. What's your customer's first touch? First glimpse? First interaction? You never get a second chance to make a first impression, as the Greek philosopher Pinterest might say.*

“First touch” is less prescribable a place—because it will vary depending on the visitor and what path they took to reach you. But some obvious places to consider: your email signup form, email onboarding sequence, landing pages, home page, social channels.

Last touch. The last interaction a customer has with you—post-purchase, post-signup, post-conversion (however you define “conversion”). “Last touch” is another opportunity to leave them feeling good and happy about the interaction they had with you.

It's also less prescribable as a place. But consider post-purchase Thank You pages, confirmation landing pages, footers of web pages or emails, FAQs.

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Start with these four locations and interactions. Build from there. Word by word.