The document discusses the four facets of a brilliant brand voice: personality, tone, rhythm, and vocabulary. It explains that a brand voice needs to be differentiated, authentic, and reflective of the audience. Personality draws on the brand's values and purpose and sets the overall impression. Tone conveys feelings and moods. Rhythm enhances personality and tone through pace and pattern. Vocabulary refers to the words used in a way that matches the brand. The document provides examples of different brands' takes on these facets and emphasizes that developing a brand voice beyond just listing adjectives can strengthen a brand's communications and user experience.

1. Lauren Pope, July 2019
Four facets
of a brilliant
brand voice
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2. Three adjectives
in the brand
book?
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3. Human
Innovative
Empowering
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4. Human
Innovative
Empowering
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5. That’s a missed
opportunity.
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6. “
Which brands do you think
have a brilliant voice?
?
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7. What makes a brilliant brand voice?
A brilliant brand voice needs to
be:
1. Differentiated: distinct from
anyone else, especially
competitors/comparators.
2. Authentic: feels natural and
sounds like your brand.
3. Reflective: reflects your
audience and how they
want to be spoken to.
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8. How do you get
there?
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9. The facets of a brilliant brand voice
1. Personality: characteristics
and qualities embodied.
2. Tone: feelings or moods
conveyed.
3. Rhythm: pace and pattern.
4. Vocabulary: words used.
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10. 1. Personality
Personality draws on the values,
mission or purpose, and translates
them into matching characteristics.
It’s the overall impression that
people should take away when they
read or hear your voice.
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11. Card sorting for
personality

12. BrewDog:
Passionate
Independent
Punk
GOV.UK
Open
Neutral
Fair
1. Personality
GOV.uk: open, fair
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13. 2. Tone
There’s a spectrum of strength,
flavour, and texture but it’s all still
coffee.
Tone is how you achieve a similar
spectrum, while still preserving your
overall brand voice.
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14. Oxfam: urgent, shocking,
galvanising
2. Tone
Oxfam: positive, inspiring,
hopeful
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15. 2. Tone
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16. 3. Rhythm
The pace and pattern of your voice.
Your rhythm enhances your
personality and your tone
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17. Oatly:
Offbeat
Atonal
Penhaligons:
Lilting
Melodic
3. Rhythm
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18. 4. Vocabulary
The words you use (or don’t use).
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19. Hendricks:
Rich
Complex
Monzo:
Simple
Colloquial
4. Vocabulary
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20. In conclusion
◉ If you’re just giving your writers a list of three adjectives
in the brand book, you’re missing a big opportunity to
strengthen your brand, and improve your comms and
user experience.
◉ A great band voice should be differentiated and reflect
your audience but, above all, it should be authentic.
◉ To create your voice, make sure you think about the
personality, tone, rhythm and vocabulary.
◉ Personality is a constant, but tone shifts for different
audiences and situations
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21. Any questions ?
You can find me at
◉ lauren@lapope.com
◉ lapope.com
◉ medium.com/@la_pope
Thanks!