What is brand voice?

Brand voice is a key element of a brand’s personality, reflecting the mood and attitude communicated across every interaction with the product. It’s the gut feeling users experience when they think about or engage with your brand.

Some brands shape their voice around how a real person might speak. For instance, Duolingo’s writing guidelines aim to sound like Trevor Noah — funny, approachable, and clever. Others focus on creating an emotional connection. Innocent Smoothies uses a playful, cheeky voice, while Nike inspires with a motivational tone.

Since the brand voice embodies the company's identity, it needs to stay consistent across all touchpoints within the product. A clear, unified voice helps establish trust, familiarity, and a seamless user experience, reinforcing the brand’s personality at every step of the journey.