Page 120 - Intercom On Marketing
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BRAND VOICE
Simply put, your brand voice is the consistent expression of your brand through the words you use and the sentences you write. Your voice appears everywhere you use words:
• Selling or marketing your product and brand –
on a call, at an event, on your site or on your blog
• Helping people use your product – guiding them through the product itself, in a support conversation or in a help article
Your brand voice should be intimately tied to your brand values. For example, if you want to be a friendly and approachable company, as Intercom does, a tone of voice that sounds aggressive and aloof is going to turn potential customers o . If you are a large multinational like Oracle, adding gifs and emoji to your messages is probably going to leave people scratching their heads.
A good way to start is by writing down a list of attributes of your company’s voice in a way that feels human. It’s even better if they’re written in a “this
but not that” way. For example, “informed but not condescending”. Or “edgy but not o ensive”.
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