Your Brand Has a SONG
The next step in solidifying your brand identity is to declare your voice, your verbal identity. In combination with your visual identity system, your brand's voice defines how even your products are perceived. The two work together to create your brand personality. The voice is how the brand speaks, how it represents itself through words and sounds.
Your voice
If you look back on the Brand Strategy section of this site, you'll see that we have already given an outline for your brand's ideal voice. The following chart gives accessible fenceposts for your brand verbal identity. Touching on aspects of your brand's story, the chart's goal is to promote consistency in cadence, attitude, and even grammar.
Why it matters
DICTION
The words you choose tell a greater story about your brand than you might think. A single word can change your brand from relatable to distant. The goal, for your brand, is to be familiar, bright, and playful. Words are your strongest vehicle for this purpose.
SYNTAX
The way you put your words together have a similar effect. The more complicated your sentences, the less engaged your customers may be. The goal is to be professional and yet not inaccessible.
POINT OF VIEW
Another fundamental building block of verbal presentation, POV can welcome an audience, and it can just as quickly abandon and shun one. A pedagogical, condescending POV will frighten and frustrate. Your goal is to be a friend, a peer, demonstrating your process as an equal to your consumer.