Definición
Brand voice = forma consistente que tu marca comunica en todos los channels (sitio, redes sociales, emails, ads, customer service). Refleja personality + values + how customers perceive emocionalmente.
Componentes brand voice
- Personality: 4-6 adjetivos descriptors (cálido, audaz, profesional, jovial, etc.)
- Tone variations: personality consistent pero tone adapts contexto (serious para crisis, juguetón para celebrations)
- Vocabulary: palabras typically use + words to avoid
- Sentence structure: short punchy vs largo detallado
- Formalidad level: tú vs usted, slang vs formal
Ejemplos brand voices distintivas
| Marca | Personality |
|---|---|
| Slack | Friendly + helpful + casual |
| Mailchimp | Quirky + creative + accessible |
| Wendy's Twitter | Savage + funny + irreverent |
| Apple | Confident + minimalist + premium |
| Liquid Death | Irreverent + edgy + counter-culture |
Cómo definir tu brand voice
- Brand strategy first (audience + values + positioning)
- Workshop with founders: how do we sound?
- Pick 4-6 adjetivos descriptors
- Examples: 'we ARE this, we are NOT that'
- Document voice + tone guidelines
- Train team + agencies + writers
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