Your brand personality, or brand tone of voice, is more than just a set of descriptive words; it's the embodiment of human traits, emotions, and characteristics that people instinctively associate with your brand. It communicates the essence of who you are, what you stand for, and why you're different. In a crowded marketplace, this distinct personality is what makes your brand stand out and stay memorable.
And, to echo the wisdom of Maya Angelou:
"Words mean more than what is set down on paper. It takes the human voice to infuse them with deeper meaning."
This speaks directly to the heart of your brand’s voice. The words you choose are more than placeholders for information—they carry emotional weight and meaning, shaping how people perceive your brand and their connection to it.
Why is this important?
Once you've clearly defined your brand personality, it acts as a powerful tool that guides all your communication efforts. Whether it’s your website copy, social media posts, advertisements, or even the tone of customer service responses—your personality should always shine through. Consistency in how your brand "speaks" is essential to building trust and familiarity with your audience.
How do you define your brand personality?
It’s not a process to be rushed. Defining your brand’s personality typically involves collaboration among key stakeholders to identify core values, traits, and unique characteristics that will resonate with your audience. While this can be an intensive and sometimes costly process, it’s invaluable. A well-defined brand personality doesn’t just create a voice—it creates loyalty, connection, and recognition.
That said, you're already nearing the finish line.
To help streamline the process, I’ve curated a shortlist of personality options and definitions that align with the most common brand archetypes. These suggestions can be used to fine-tune your brand's personality, ensuring you communicate in a way that is authentic, compelling, and aligned with your goals.
<aside> 👂 Professional Formal, serious, and focused on expertise. Often used by brands in industries such as law, finance, or healthcare
****Eg. IBM: “We enable people, ideas and technologies to make the world work better through hybrid cloud and AI”
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<aside> 👂 Playful Lighthearted, fun, and often used by brands that want to create a sense of joy or happiness.
****Eg. Slack: “Uploading your thingamajig”; “Oops, something went kablooey!”
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<aside> 👂 Elegant Refined, sophisticated, and luxurious. Often used by brands in industries such as jewelry, fashion, or beauty.
****Eg. Apple: “precision-engineered unibody enclosure"; "powerful A14 Bionic chip"
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<aside> 👂 Authoritative Confident and commanding. Often used by brands in industries such as technology or science.
****Eg. Microsoft: “enterprise-grade security and compliance"; "scalable, resilient infrastructure”
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<aside> 👂 Technical Precise language, industry jargon, and specialized terminology. Often used by brands in industries such as technology or science.
****Eg. Intel: “Cloud-to-edge infrastructure: From the largest clouds to high-capability low-latency edge devices.”
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<aside> 👂 Conversational Informal, friendly, and used by brands that want to connect with their audience on a personal level.
Eg. Mailchimp: “We built this new feature because we love you, and also because it makes us look really cool.”
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<aside> 👂 Inspirational Motivating and uplifting. Often used by brands in industries such as in the wellness, fitness, or personal development.
Eg. Fitbit: “Every step is progress, no matter how small. Keep moving forward.”
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<aside> 👂 Edgy Provocative, daring, and unconventional. Often used by brands in industries such as fashion, music, or lifestyle.
Eg. Tinder: "Stop ghosting your love life”; “Single AF”; “Get yours”
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<aside> 👂 Bold Daring, powerful, confident. Often used by brands in industries such as sports, energy, or automotive.
Eg. Tesla: “The Cybertruck, built to be durable, versatile, and capable, with exceptional performance both on-road and off”
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<aside> 👂 Humorous Funny or entertaining. Often used by brands in industries such as fast food, beverages, or entertainment.
Eg. Netflix: “The Upside Down [Stranger Things] is back and darker than ever...but we brought the memes, don't worry.”
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BRAND VOICE
Our brand tone of voice is:
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Status Quo:
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Conflict:
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Resolution:
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