What Is Brand Voice, Again?

Brand voice is not just the words, but the sounds, colors, visuals — even which cars, you present to the world

Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community.

People can sense in an instant whether you are talking to them, or communicating to someone else. For instance, your own voice is an instant signal that helps people recognize you; it engages not only the eardrum, but your other four senses. The same goes for creating a brand voice for social, digital and real-life communities.

But let’s mention one thing right away. If you’re lucky, your social community is constantly co-creating your brand. They will come up with their own words — “Googlers,” “Googleplex,” “Deadheads,” “TEDsters,” “Tar-Jhaay” (for Target store shoppers). Think of your own examples. This creative iterating by your own community members reveals the potent energy and life force within your community. This is valuable not only because it resonates outward, but because it also attracts others in.

I’m speaking to you, because you speak to me: about my reality, my life, my aspirations, my wonder.

Your brand voice spontaneously responds to questions: Will I feel respected in this place? Will I feel liked and…