How to Level Up Your Design Skills

Part 5: Brand Voice

When it comes to brand voice, having a consistent, distinct and trustworthy voice throughout your digital experience can make a lasting positive impact on your end user.

Traditionally the idea of a brand was much more visual — think logos, a set color palette, certain imagery or type ramps. The brand was meant to encapsulate the set of values/mission of the company and the purpose of the brand was to communicate values, establish trust and credibility and a sense of identity to connect with their customer.

What should your brand do?

To your customer, your brand is a mental picture of what your product/service represents — and your goal was to convince your customer to see you as the best way to solve their specific problem.

Instead, today’s brand increasing incorporate written words as well as voice interfaces on platforms where they engage users. Put simply, devices are talking and people are listening. With more and more interactions taking place over conversational UI, brand voice is becoming a crucial part of a company’s identity. It’s an important dimension for which brands engage with their audience and also requires thought and guidance for how to best express a purposeful brand voice.