It represents the unique personality of your brand. When well-defined, it creates recognition and keeps communication aligned across all touchpoints.

Why does it matter?

In a market full of noise, brands with a strong verbal identity stand out. A consistent voice helps to:

• Strengthen values and positioning

• Generate empathy and closeness

• Differentiate from the competition

• Build familiarity with the audience

Fundamental elements

1. Verbal personality
   Is your brand objective or emotive? Formal or casual? Defining this is the first step.

   
   

2. Adaptable tone
   The tone may change according to the channel, but the essence should remain.

   
   

3. Strategic vocabulary
   The chosen words reinforce the message and audience perception.

   
   

How to develop your voice

Know your audience and persona

• Align communication with brand values

• Define practical examples of use

• Maintain consistency across all channels

Initial reflection

To start building your Brand Voice, answer:

• If your brand were a person, how would it speak?

• Which words match (or don't) with it?

• What feeling should your communication convey?

To conclude

A well-structured voice transforms your brand into something tangible. More than words, it creates connection and presence in people's daily lives.

Professional tip:

Create a guide with real examples to ensure consistent application across the entire team.