Brand Voice

Brand voice is the verbal side of brand identity. It is the difference between Oatly saying "Wow, no cow!" and a generic dairy alternative saying "A plant-based milk option for health-conscious consumers." Both describe the same product. Only one sounds like a person.

Voice stays constant. Tone shifts with context. Oatly's voice is always irreverent and direct, but the tone on a product carton differs from the tone in a sustainability report. The voice is who you are. The tone is how you adjust to the room.

Most brands skip this entirely and end up sounding like every other brand in their category. The ones that invest in voice, like Mailchimp, Duolingo, and Patagonia, become recognizable from a single sentence.