What is brand voice and why does it matter?
Imagine entering a party where each brand is a guest, and their personality isn’t in what they wear—it’s how they speak. One introduces themselves with crisp, tailored confidence (“Welcome to the world of Chanel, where less really is more”). Another cracks a dry joke and winks, sounding suspiciously like Glossier in your DMs. Then there’s the edgy one dropping pop-culture references faster than you can refresh your TikTok feed—think Oatly, narrating its own ingredient list with irreverent charm. These brands don’t just look the part—they sound unmistakably themselves. That distinct, signature style isn’t accidental. It’s brand voice. And in the world of branding, it’s not just window dressing—it’s the golden thread that pulls every message together, shaping how your audience hears and remembers you.
By the end of this blog, you’ll walk away with a crystal-clear understanding of what a brand voice truly is, why it’s one of the most critical assets every business should sculpt with care, as well as some tips for defining or redefining yours.
What is a brand voice?
Brand voice is, at its core, your brand’s personality translated into words. It embodies your tone, style, and phrasing across every communication—whether it’s stitched into a glossy campaign tagline, a clever Instagram caption, or a heartfelt customer service email.
But make no mistake—it’s not one-size-fits-all. Your voice is the reflection of your core values, aesthetic, and, most importantly, the customers you serve. Is it cool and irreverent, appealing to the digital-first Gen Z lover of bold choices? Or timeless and luxurious, calling to the discerning tastemaker who finds elegance in simplicity?
Consider Dior. Its brand voice is sleek, poised—a whisper of sophistication over a champagne flute. Compare that to a boundary-pushing disruptor like Glossier, whose voice feels more like an effervescent bestie sliding into your DMs with skincare secrets. Both are distinct, and both resonate deeply with their respective audiences.
Take note: Your brand voice frames your identity. It’s not just what you say but the unmistakable tone that makes every word feel truly yours.
The importance of a consistent voice
Your latest campaign imagery might catch their eye—but your voice is what makes your audience linger. And linger they will if that voice feels genuine and consistent wherever they find you. A fragmented voice? Jarring. But a cohesive one? Here’s what it unlocks:
Memorability & differentiation
The lifestyle and fashion world thrives on distinction. Memorable brands don’t just create exceptional products; they carve out identities that feel magnetic. A consistent voice turns your messaging into a signature style—instantly recognisable across a saturated market.
Take Chanel, for example. Its understated yet bold voice—timeless, never chasing trends—elevates the desirability of its collections. From ad campaigns to press releases, Chanel speaks as elegantly as it designs, ensuring the voice matches the elegance of the brand itself.
Trust through familiarity
Is your brand the kind that whispers promises of quality and follows through? Or perhaps it’s playful, but with a knowing wink that says “you can count on us.” A consistent voice assures your audience that they can trust who you are—no masks, no surprises. Customers want to feel that they know you, in the same way a fragrance stirs familiarity.
Consider Jo Malone London. Its voice mirrors its product line—clean, uncomplicated, yet layered in charm. It’s a trusted conversation with an old friend—the same every time, no matter when or where you meet.
Emotion-driven resonance
Fashion, beauty, fragrance—these industries don’t just sell products. They conjure feelings. The right brand voice can evoke elegance, rebellion, intimacy, or even nostalgia with a carefully chosen adjective or phrase. And when people feel something, they engage—and stay.
Case in point? Gucci’s unapologetically eccentric and imaginative tone. Its whimsical yet refined voice connects with an audience seeking more than luxury—transforming the brand into a lifestyle, an attitude.
Customer loyalty with lasting appeal
Brands with a strong, clear voice turn followers into fans—and fans into loyalists. When your audience knows what to expect (and loves what you deliver), they’ll return again and again.
Designing your brand voice
Whether you’re rethinking your current tone or starting from scratch, designing a cohesive voice is a strategic, creative endeavour. Follow this blueprint to ensure your voice resonates.
Find your story
Every legendary brand voice begins with its essence. What drives your brand? Sustainability? Reinvention? Extravagance? Define your why before mapping your how. Valentino’s poetic, romantic voice, for example, sings exactly of its vision—uniting couture with artful elegance.
Know who you’re speaking to
Imagine conversation as fashion. You don’t wear streetwear to a black-tie gala. Similarly, you don’t pitch Gen Z TikTok aficionados with corporate-speak. Knowing your core audience—what inspires, excites, or intrigues them—shapes the tone to make them listen.
For lifestyle brands like Diptyque, appealing to an elevated, sensory-driven audience means focusing on elegant storytelling, transporting buyers into a world of curated luxury with every word.
Create a playbook for consistency
Just as a meticulously curated wardrobe anchors your personal style, a comprehensive brand voice playbook is the backbone of consistent, standout communication. This document isn’t just a set of rules—it’s a living resource that empowers every member of your brand family to speak in one harmonious, unmistakable voice, no matter the channel or audience.
Adapt, but stay true
A winter collection doesn't look like summer—but both still feel cohesive to a brand’s core. Just as seasonal changes call for design adaptations, your brand’s tone should adjust across platforms. A sultry perfume ad reads differently than a witty TikTok campaign, but the essence—the signature—is always intact.
Evolve with time
While your voice is a constant, remember that refined jewellery often emerges from polishing. Revisit your voice periodically, ensuring it speaks to your evolving audience while retaining its true identity.
Closing the loop
At the heart of every standout brand lies a voice—a distinct identity that whispers (or shouts) directly to its audience. Whether it’s a daring collection on the Paris runway or the subtle elegance of minimalist skincare, your brand voice not only communicates—it crafts relationships.
It’s how you greet your audience, how you weave meaning into words, and, ultimately, how you leave a lasting reminder of who you are. If your current tone feels unpolished or disconnected, now is the time to fine-tune it. Start your brand voice guide today, and find the cadence that elevates your narrative into something undeniably unforgettable.
