It is a rarity in branding circles that you don’t hear references to “voice.” A subset of voice is “tone and manner.” Tone and manner are often found on creative briefs. They can be important so long as they, alone, are not carrying the brand directive. Voice or tone and manner often sound like this: “helpful and happy.” “caring and motherly,” or “innovative and direct.”
Voice is a quality, not a strategy. A brand strategy is not built with tone, voice or personality – it is built upon a persuasive, business-winning, organizing principle (one claim, three support planks) — the components of which are both desired by consumers and well-delivered by the product. When “what consumers want” is not well-delivered, that’s a problem. Not insurmountable, but it may curtail market share. It also may suggest segmentation opportunities. Not everyone likes anchovies.
Voice is an adornment to a brand strategy. It can work well in support, but alone never carries the day. Peace!
