Voice & Tone

When it comes to branding, voice & tone are directly tied to Pillars 3 & 4: Target Market and Market Fit. Your goal with your brand’s voice should be to make it resonate with your consumer base as well as possible. Take Wendy’s on Twitter; their social media guy has locked in a voice that many are familiar with, and it resonates strongly with the user base. The worst thing a brand targeting Gen Z can do is sound cringe, while brands targeting older customers need to sound more sophisticated. 

Think about your ideal customer, their age, where they live, what they like. Try to formulate your brand’s voice as if you were talking directly to them. What would they think? I find imagining a real world conversation with your customer to be a solid starting point. If you stopped them on the street to talk about your product, what language would you use? What interest points might you play off that you know they would respond to? This can also help you determine solid taglines or pitching points for your brand that can be reused over and over on social media posts, your website, or digital ads.