brand-voice-development

# Brand Voice Development Framework

Quick reference for developing brand voice and verbal identity using established methodologies from leading voice strategists.

> "You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss." — Mailchimp Content Style Guide

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## Key Distinction: Voice vs. Tone

| Concept | Definition | Consistency |
|---------|------------|-------------|
| **Voice** | Brand's personality expressed through language | Always consistent |
| **Tone** | How voice adapts to different contexts | Varies by situation |

**Analogy**: You have the same voice whether talking to your boss or your friends — but your tone changes.

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## Core Methodologies

### 1. Bloomstein's Message Architecture & BrandSort

**Created by**: Margot Bloomstein

**The Process**:
1. **Sort attribute cards into three piles**:
   - "Who you are" (current perception)
   - "Who you'd like to be" (aspirational)
   - "Who you're NOT" (actively rejected)
2. **Prioritize**: From "who you'd like to be," create hierarchy of 8-12 attributes
3. **Unpack abstract terms**: Make "innovative" or "trustworthy" concrete
4. **Content audit**: Evaluate existing content against the architecture

**Key Principle**: Balance user needs with brand identity — being exclusively user-focused leads to bland sameness.

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### 2. Nielsen Norman Group's Four Dimensions of Tone

Research-backed framework for plotting voice position:

| Dimension | Spectrum | Example |
|-----------|----------|---------|
| **Formality** | Formal ←→ Casual | "We appreciate your inquiry" vs "Hey, good question!" |
| **Humor** | Serious ←→ Funny | Straightforward vs witty |
| **Reverence** | Respectful ←→ Irreverent | Traditional vs rule-breaking |
| **Energy** | Matter-of-fact ←→ Enthusiastic | Neutral vs excited |

**Application**:
- Plot intended position on each dimension
- A brand CAN