A strong brand voice isn’t just a “nice to have” — it’s a strategic asset.
In a crowded market, consistency in brand communication is what helps audiences recognise you, trust you and remember you. At leading communications agencies, brand voice strategy is treated as foundational, not decorative. Here’s how the best teams do it — and how you can apply the same thinking to your own brand messaging.
Start with a Clear Brand Voice Framework
Top agencies begin with structure. A practical brand messaging guide typically includes:
- Brand personality (e.g., confident, warm, disruptive)
- Tone spectrum (how voice flexes across channels or situations)
- Language rules (words to use, words to avoid)
- Audience mindset (what your audience feels before and after engaging with you)
This framework becomes a shared reference point across marketing, PR, social media and leadership, ensuring no one is “freestyling” the brand voice.
Learn from Brands That Nail It
Strong brand voices are consistent, yet human. Think of:
- Mailchimp: friendly, clear and empowering — even when explaining complex topics
- Nike: concise, motivational and emotionally charged across campaigns and platforms
- Innocent Drinks: playful and conversational without sacrificing clarity.
What these brands share isn’t just tone — it’s discipline. Their voice shows up the same way in ads, emails, press releases and customer support.
Build Systems, Not Just Guidelines
One key Projected insight as an experienced creative communications studio: consistency doesn’t happen by accident. Agencies operationalise brand voice by:
- Training teams and partners on voice principles
- Creating real-world examples, not just descriptions
- Reviewing content through a “voice lens” before publishing
Some agencies even appoint brand voice owners to safeguard consistency as teams scale.
Avoid Common Brand Voice Pitfalls
Even well-known brands slip up. Watch out for:
- Channel drift: sounding polished on your website but casual (or chaotic) on social
- Too many cooks: multiple teams editing without a shared framework
- Trends over truth: copying competitors instead of expressing your authentic voice
A consistent brand voice should evolve — but always from a clear core.
The Bottom Line
Consistency in brand communication builds recognition, credibility and connection. With the right brand voice strategy, supported by systems and examples, your messaging becomes unmistakably you. And that’s where strong brands win.
—
If you’re a beauty, lifestyle, home decor or interior design brand and need help with your creative communications strategy and execution, drop us an email at hello@projected.co.uk and let’s make it happen.
Leave a Reply