24 Voice
An organization’s name, tagline, and editorial style add up to an important reflection of its brand identity—its voice. As these elements are being developed, consider how the words would sound in the mouth of a brand spokesperson. It’s an easy way to personalize the brand voice, and whether or not they use a spokesperson, successful brands have an acute awareness of their voice.
As with all other aspects of brand positioning, when developing a brand voice, look for a different path than the one followed by the competition. If the voice of a company’s top competitor sounds slick and technologically savvy, that company might want to consider adopting a friendlier, more approachable voice.
The Co-operativePentagramHarry Pearce
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