Your brand voice is how you communicate to the world, and what people “hear” when they read and listen to your communications. Are you doing enough to establish a distinctive voice in your market — and how does it affect how people experience and feel affinity for your brand?

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11. Your brand voice

12. “An expression of the values that shape your organization
— it best delivers the messages you’re trying to send and
shapes the perception of your brand not only through what
you say but how you say it.”
Brand voice is:

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HOW BRAND VOICE
WORKS

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FINDING YOUR
VOICE

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Components
of your
brand voice
• Essence
• Point of view
• Personality
• Tonality

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The brief, tell-all statement that captures what a
brand uniquely stands for.
Brand Essence

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Free the “what if?”

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Magical family fun

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Rewarding
everyday moments

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Getting
to the
brand
essence:
• Try to think of several words that best
describe the experience of doing
business with your company.
• Think about what your customers feel
when they shop at your store or buy your
product — what are the emotions your brand
evokes?
• How are you different from your
competition? What do you do better than
anybody else?
• Is the brand experience true no matter
where people encounter it? Are the words
you use still relevant whether consumers
interact with you online, in a retail store, at a
trunk show, or anyplace else?

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How your brand sees the world, and your unique
knowledge and perspective that drive what you
care about.
Brand Point of View

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What
your
point of
view
includes:
• What you know about — better
than anybody else
• What you choose to focus on and
care about
• How you uniquely bring those
things together to create something
that people care about

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The characteristics that make up your brand;
how people perceive you.
Brand Personality

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Uncovering
your brand
personality
:
• If a brand were a person, who
would it be?
• What adjectives would you use to
describe that person?
• What are people’s perceptions of
your brand? How do they respond
to your brand?

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How your brand “sounds” to the world
Brand Tonality

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Your
tonality is
created by:
• The words you choose
• The syntax you use (how you put
the words together)
• The style you use (choices in
punctuation, capitalization,
formatting, etc.)

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BRINGING IT ALL
TOGETHER

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Brand essence: Innovative fun that offers value for the
money

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Brand point of view:
•We have always succeeded in business by offering consumers another way, a
better way and being willing to fight their corner. The world has changed a great
deal in the 40 years that Virgin has been in business but we have moved with the
times and we have always listened to what people want.
•Our vision is to contribute to creating happy and fulfilling lives which are also
sustainable. We do not want sustainable lifestyles to be dull and hard work, but
for people to enjoy life, safe in the knowledge that we're working hard to make all
our products responsible and sustainable.
•“Virgin Atlantic makes every day a happier day. It is a tonic for the soul,
delivering great product, and great experiences for customers all around the
world.”

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Brand personality:
•Optimistic
•Humanistic
•Rebel
•Clever
•Charismatic

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Consistent
Unique
Authentic

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QUESTIONS?

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THANK YOU!
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