“Branding demands commitment; commitment to continual re-invention;
striking chords with people to stir their emotions; and commitment to imagination.
It is easy to be cynical about such things, much harder to be successful.”

‍~ Richard Branson

When building a brand, it’s tempting to jump straight into the fun part -- logos, color palettes, and visuals that catch the eye. While these elements are undeniably important, they are not where your branding journey should begin. Before any design work begins, you need a solid foundation: your brand voice.

Your brand voice is more than just how you speak to your audience; it’s the core of your brand’s identity. It influences every touchpoint, from marketing copy to customer service interactions, and ensures consistency across all platforms. A strong brand voice will guide every aspect of your branding, including the design of your logo. 

What Is Brand Voice?

Brand voice is the personality and tone of your brand in all forms of communication. It’s how your brand “sounds” when speaking to your audience. Whether your brand voice is playful, authoritative, empathetic, or bold, it reflects your mission, values, and audience preferences.

A consistent brand voice helps build trust and recognition. It tells your audience who you are, what you stand for, and why they should choose you over your competitors.

Why Brand Voice Comes First: 

1. Shapes the Narrative: Your brand’s story should align with the emotional and practical needs of your audience. A clear brand voice ensures your messaging resonates and builds connections.
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2. ‍Guides Visual Design: Design is an extension of your brand voice. Is your brand quirky? A bright, whimsical logo might work. Serious and professional? You’ll need something sleek and understated. Without a defined voice, visual design can feel inconsistent or hollow.
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3. ‍Creates Consistency: Every piece of content you create, from a tweet to a billboard, should sound like it comes from the same source. A defined voice ensures this continuity.
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4. Establishes Emotional Impact: People connect emotionally with brands. A strong voice ensures your brand feels relatable, trustworthy, or inspiring -- whichever emotion you aim to evoke.

“Products are made in a factory, but brands are created in the mind.”

‍~ Walter Landor‍

Steps to Define Your Brand Voice: 

• Understand Your Audience
  Who are you speaking to? What are their pain points, values, and preferences? Your brand voice should resonate with the people you want to reach.
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• ‍Clarify Your Mission and Values
  What do you stand for? What drives your business? These principles should underpin your tone and style.
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• ‍Create a Brand Personality
  If your brand were a person, who would they be? Fun and chatty like a best friend? Or authoritative like a trusted expert?
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• ‍Develop Key Tone Characteristics
  Break your voice into clear descriptors.
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  • For example:
    
    • ‍Playful: Use humor, puns, and lighthearted language.
    • ‍Professional: Focus on clarity, formality, and expertise.
    • ‍Empathetic: Show understanding, compassion, and warmth.
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• ‍Document It
  Create a brand voice guide with specific examples and guidelines. Include phrases you use often, words to avoid, and tone adjustments for different scenarios.
  

… More to come on all these individually in a future blog post – #StayTuned!‍

How Brand Voice and Design Work Together …

Your logo, color scheme, and typography should visually represent your voice. 

For example:

• A tech startup with a futuristic, cutting-edge voice might choose sleek, modern fonts and sharp lines in its logo.
• A family-owned bakery with a warm, nostalgic voice might opt for pastel colors and playful script typography.
  

The Logo Connection …

Designing your logo without first designing your voice is like dressing up without knowing the occasion. You might end up with something that looks great but doesn't feel right. Your brand voice ensures your logo isn't just beautiful -- it's meaningful and aligned with your identity.

3 Examples of Voice-First Branding:

Oatly: A brand voice that is cheeky, rebellious, and unapologetically conversational. Their playful, self-aware tone is infused into every element of their branding, from the packaging (filled with humorous quips) to their minimalist logo and hand-drawn typeface. This voice-first approach has helped them stand out in the competitive plant-based milk industry, creating a sense of approachability and fun that appeals to younger, eco-conscious consumers.
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Why It Works:

• The brand voice emphasizes sustainability and humor, which are reinforced by the whimsical design.
• It shows how personality-driven content can extend seamlessly into visuals.

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Liquid Death: This canned water brand embodies a bold, in-your-face voice that is refreshingly unfiltered (pun intended). Their branding leans into a dark, heavy-metal aesthetic, with an edgy logo that resembles a death-metal band’s insignia. This voice-first strategy has carved out a unique niche, attracting fans who love their unapologetically irreverent marketing approach.
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Why It Works:

• Their voice dictates everything, from product names like "Murder Your Thirst" to merch that looks like a concert t-shirt.
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• The logo amplifies their rebellious tone, proving that water can be anything but boring.

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Glossier: An epitome of approachable luxury. Their voice is intimate, aspirational, and focused on real beauty. This foundation guides their simple, clean logo and soft, pastel-heavy color scheme. Their visual branding pairs perfectly with their tone, creating an effortless connection with their audience of millennial and Gen Z beauty enthusiasts.
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Why It Works:
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• ‍‍The brand voice makes beauty feel personal and attainable, a quality mirrored by the understated logo and minimalistic packaging.
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• It highlights how tone can inspire a lifestyle aesthetic.

Ready to Bring Your Brand to Life?

Whether you’re building a brand from scratch or considering a rebrand, defining your voice is the first step to success. A smashing logo and design will follow naturally when guided by a clear identity. Let’s work together to untangle your brand voice and create visuals that speak volumes. Click here to get started today!‍