An organization’s name, tagline, and editorial style add up to an important reflection of its brand identity—its voice. As these elements are being developed, consider how the words would sound in the mouth of a brand spokesperson. It’s an easy way to personalize the brand voice, and whether or not they use a spokesperson, successful brands have an acute awareness of their voice.
As with all other aspects of brand positioning, when developing a brand voice, look for a different path than the one followed by the competition. If the voice of a company’s top competitor sounds slick and technologically savvy, that company might want to consider adopting a friendlier, more approachable voice.
The Co-operative
Pentagram
Harry Pearce
18.118.140.204