Brand Voice

Brand voice drives how people feel when they interact with your brand.

Having a human voice is a good starting point, but a truly effective brand voice is one that understands the demands of your industry, the permission you have with stakeholders, and the customer experience it needs to support.

To achieve this, you need a three-dimensional brand voice—a specific personification of your brand rooted in your purpose, industry, culture, and core audiences.

At Lippincott, we help clients uncover and implement a brand character. We work side-by-side with teams to deeply understand the context surrounding your business and define a clear brand character that can flex across, drive, and inform communications at every moment of your customer journey. Whether you’re selling an offering, educating a customer or supporting through challenging moments, we design and operationalize authentic and emotionally intelligent brand voices programs.

Our full suite of brand voice services include:

Brand Character
Tonal modulation
Servicing communications and billing
Simplification and template design
Prompt development
Communicator training
Communications strategies
Brand messaging
Product messaging
Audience messaging
Copywriting

Understanding our approach

What is brand voice?

Brand voice isn’t about what you say—it’s how you say it. It’s the words you choose, the phrases you use, and the emotions you evoke in every interaction. Brand voice determines how your audiences feel when reading your communications, and therefore how they perceive your brand. Voice is essential in every moment—not just advertising. It shapes audience perceptions of every interaction, whether it’s functional, complex or around something going wrong.

Brand voice helps answer the question "what is our role in the customer's life, and how do we best serve that need in this moment?"
How do you define a successful brand voice?

An effective brand voice aligns with your business strategy, stands out from competitors, and flexes to connect with different audiences. It should be clear and actionable, helping content creators maintain a consistent voice that adapts in tone across moments. Done well, your brand voice should always sound like the same person talking but shift their tone across the experience to stay relevant and emotionally intelligent. It should also easily flex across all the moments in your brand experience, ultimately helping to drive desired outcomes.
Why does your organization need a brand voice?

It’s essential for organizations to have a clear brand voice to communicate with emotional intelligence. A strong voice helps convey unique business priorities in a way that’s consistent yet flexible – adapting to different moments and audiences.
How does Lippincott work with clients to find their brand voice?

At Lippincott, we work collaboratively to uncover your priorities, challenges, and opportunities—creating a tool that all teams can use. We work together to build your brand voice character and develop ideas that will set your organization apart. Our approach ensures that your brand voice won’t be crafted in a vacuum, but with consistent input from key stakeholders.
Is brand voice only for a company’s marketing team to use?

While brand voice is an essential tool for marketers, it’s relevant to anyone who communicates on behalf of your organization. This is the voice of your brand, and anyone who writes or speaks as your organization should understand your voice and how to sound on-brand. That’s why we create tools that both marketers and non-marketers can use in their day-to-day tasks.