Brand Voice

Brand Voice and
Personality Questionnaire

This questionnaire defines how the brand should think, speak and behave so its communication becomes distinctive and consistent. Answer from the perspective of the brand you are building.

Start Core Personality Voice Point of View Emotion Context References Review

If the logo disappeared, would anyone still recognise you?

This questionnaire defines how the brand should think, speak and behave so its communication becomes distinctive and consistent.

Answer from the perspective of the brand you are building, not simply the content you are publishing today.

Estimated time: 15 to 20 minutes

Brand Core

The foundation

Why the brand exists and what it must become.

1. Why does this business deserve to exist? Describe the value it creates beyond making money.
2. What change are you trying to create for customers? State the difference customers should experience because you exist.
3. What do you believe that others in your industry get wrong? Identify the accepted idea or practice your brand is willing to challenge.
4. What promise must the brand always keep? State the commitment that should guide every message and action.
5. What should the business become known for? Name the idea, quality or outcome you want people to associate with you.
Personality

Who the brand is

The human qualities that shape how people feel about it.

6. If the brand entered a room, how would people describe it? Choose the human qualities that should be immediately noticeable.
7. Which three personality traits must appear in the brand voice? Select the qualities that should be consistent across every channel.
8. Which three traits must never appear? Identify the qualities that would make the brand feel false or damaging.
9. Should the brand lead, guide, challenge, reassure or entertain? Choose the primary role the voice should play for customers.
Explain why this role fits the brand.
10. How much personality is too much? Describe where the brand should become more restrained or serious.
Voice and Language

How the brand speaks

Tone, vocabulary, and the rules that shape every message.

11. How should the brand sound when speaking to a new customer? Describe the tone that should create attention and trust.
12. How should the voice change for an existing customer? Describe how familiarity should affect tone, detail and directness.
13. What words or phrases feel naturally yours? List language the business already uses and wants to own.
14. Which words or phrases should never be used? List language that feels false, overused, unclear or inappropriate.
15. What industry language do customers understand? Identify terms we can use without creating confusion.
16. What industry language should we translate into plain English? List jargon that distances, intimidates or confuses customers.
Point of View

What the brand believes

Opinions, conversations, and the courage to be honest.

17. What opinion are you willing to defend publicly? State a clear belief that matters to customers and distinguishes the brand.
18. What conversation should your business be leading? Identify the issue where the brand should have a recognised voice.
19. What truth do customers need to hear, even if it is uncomfortable? State the honest message that helps them make a better decision.
20. Which subjects should the brand avoid? Identify topics that are irrelevant, divisive, restricted or unsafe.
21. When should the brand challenge the customer? Describe situations where directness is more helpful than reassurance.
Emotion and Trust

How the brand earns confidence

Feelings, doubts, and the proof that makes people believe.

22. How should customers feel after hearing from the brand? Choose the emotions that should remain after the message is finished.
23. What are customers worried about before choosing you? Identify the doubts or risks the voice must help reduce.
24. What makes your audience distrust marketing? Describe the claims, styles or behaviours that trigger scepticism.
25. How should the brand prove it is credible? Identify the evidence and behaviour that should support its words.
26. Where must the brand sound especially careful or compassionate? Identify sensitive moments where tone carries additional risk.
Context and Range

Where the voice lives

Channels, situations, and how to handle pressure.

27. Where can the voice be most expressive? Name the channels or situations where personality should be strongest.
28. Where must the voice be most restrained? Name the channels or situations that require clarity and formality.
29. How should the brand respond when it makes a mistake? Describe the tone and level of accountability customers should hear.
30. How should the brand respond to criticism? Define how it should remain human, calm and constructive under pressure.
31. Should humour be part of the voice? Describe what kind of humour is acceptable and where it should not appear.
Explain your choice.
References

What to follow and what to avoid

Brands that inspire and content that already sounds like you.

32. Which brands communicate in a way you admire? Name the brands and describe the qualities you value in their communication.
33. Which brands sound wrong for you? Name the references that represent a tone or style you want to avoid.
34. Which existing piece of your content sounds most like you? Share a link or paste the strongest example of your current voice.
35. Which existing content no longer represents you? Share what feels outdated, generic, inconsistent or forced.
Recognition Test

The unmistakable brand

What makes the voice instantly recognisable and memorable.

36. If your logo disappeared, how would someone know the message came from you? Identify the language, beliefs, rhythm or perspective that should be unmistakable.
37. What should someone repeat after hearing your message once? State the memorable idea or phrase the voice should leave behind.
38. What is the one rule every writer must follow? Write the non-negotiable instruction that protects the voice.
Submit

Ready to submit?

Review your answers for contradictions and remove any qualities that could describe almost any business.

These answers reflect how we want the brand to communicate and the boundaries it must respect.

Who should we contact about this questionnaire?