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Decoding the Jargon

Brand voice

Also called voice

Content creationTerm

The consistent personality of a brand in words: the kind of language, attitude and values that stay the same everywhere it speaks.

Example

Meera's brand voice is 'the knowledgeable friend at the store': warm, practical, a little witty, never pushy. It holds whether she is writing an Instagram caption or a WhatsApp reply.

How you'll hear it

“This caption sounds like a discount store; it's off our brand voice.”

Don't confuse it with

  • Tone of voice: voice stays the same; tone shifts with the situation.
  • Brand guidelines: voice is one part of the guidelines, alongside logo, colours and fonts.

Related terms

Tone of voiceDistinctive brand assetsCopywritingContent pillar

Sources

  1. Voice and tone, Mailchimp Content Style Guide
  2. The four dimensions of tone of voice, Nielsen Norman Group

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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