brand-voice-development

# Brand voice development framework Quick reference for developing brand voice and verbal identity using established methodologies from 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 --- ## 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. --- ## 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, because being exclusively user-focused leads to bland sameness. --- ### 2. Nielsen Norman Group's four dimensions of tone ...