How do we sound to those who hear us?

The tone of voice and language used is a key part of any brand, with leading organisations putting considerable time and effort into crafting the persona of the brand.

For this section, explore how the organisation should communicate to its audience. This is a fundamental part of most brand creation - just imagine how you would ideally like to speak as an individual representing the organisation. And write that down.

Examples – our product / brand / organisation...

  • ...is welcoming, friendly, confident and positive
  • ...is respectful of everyone's different experiences
  • ...has a gentle sense of humour – a lighthearted touch, never trying too hard
  • ...is passionate about the core beliefs and mission of the brand / organisation
  • ...is knowledgable and informative without talking down to the audience

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