In today’s world of constant communication, companies need to stand out from the crowd and create a recognizable voice that resonates with their customers. This is where a brand voice and tone document becomes essential. These documents are an in-depth guide that outlines the tone, language, and style a company should use when communicating with its customers. It helps to build consistency, make the brand identifiable, and create a connection with their audience.
Brand voice documents can differ in detail and complexity, but they all serve the same purpose: to ensure that the brand’s message is consistent and that all communications align with the brand’s values. This is especially important for larger businesses with multiple departments, teams, and communication channels. A brand voice document ensures that everyone’s efforts are unified and that the brand’s voice is consistent across all channels. In my book Transform Your Marketing, I cover how to create an amazing brand voice document, but it’s also helpful reviewing how some of the best companies have approached creating these types of documents.
Here are the top examples I have been able to find on the interview for you to check out in no particular order:
- Buffer – Buffer is a powerful software designed to help you manage your social media accounts with ease. With Buffer, you can easily schedule posts across Twitter, Facebook, Instagram, Instagram Stories, Pinterest, and LinkedIn, analyze the results, and engage with your followers. They are great at content marketing game and their brand voice documents prove their thoughtfulness.
- Mailchimp – Mailchimp is a powerful marketing automation platform and email service that makes creating and sending campaigns easy. With their playful brand personality, they make their content fun and engaging. They have an in-depth brand voice document.
- Slack – Slack is an instant messaging program owned by Salesforce, designed for professional and organizational communication. They have spent millions developing their brand, so it’s great to see the thought process behind it.
- Starbucks – I don’t think there are too many places left on earth that aren’t close to a Starbucks; they even have a Starbucks on a train in Switzerland. No matter what location you go to on earth, one thing is consistent; it’s their brand and brand voice.
- Urban Outfitters – Urban Outfitters has a unique brand that’s tough to execute, but they pull it off well. I think reviewing their brand voice as well as their brand guidelines overall is a great example for alternative brands.
To sum up, a brand voice and tone document is key for businesses aiming to build relationships with their consumers and stand out in today’s competitive landscape. These companies have perfected this art, and by studying their techniques, you can improve your own communication and marketing efforts.