Brand Style Guides Brand Voice and Messaging Guidelines

Question 1

What is 'brand voice' as defined in a style guide?

Accepted Answer

The consistent personality, tone, and style of language a brand uses across all its communications

Answer

The literal audio voice used in brand television advertisements

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The volume level at which brand messages are communicated

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The founder's personal communication style used in press releases

Question 2

What is the difference between 'brand voice' and 'brand tone' in messaging guidelines?

Accepted Answer

Voice is the consistent personality that never changes; tone adapts to the context or emotional situation

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Voice is used in audio/video; tone is used in written content only

Answer

Tone is defined first; voice is derived from tone

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They are the same concept described with two different words

Question 3

What is a 'brand personality' framework in a style guide?

Accepted Answer

A set of human character traits (e.g., bold, trustworthy, playful) assigned to the brand to guide communication and design decisions

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A psychological profile of the brand's target customers

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The biography of the brand's founder

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A competitive analysis of competitors' brand personalities

Question 4

Why do brand messaging guidelines include a 'value proposition' statement?

Accepted Answer

To give all communicators a clear, consistent articulation of the core benefit the brand delivers to customers

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To document the brand's product pricing strategy

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To satisfy investor relations requirements for public companies

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To replace the need for individual product descriptions

Question 5

What does 'brand messaging hierarchy' refer to?

Accepted Answer

A structured framework that prioritizes messages from the most important brand story down to supporting proof points

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A ranked list of which communication channels have the highest priority

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The chain of approval required before brand messages are published

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The importance ranking of different brand departments

Question 6

In brand guidelines, what is an 'elevator pitch' and why is it included?

Accepted Answer

A brief, memorable summary of the brand's purpose and value that can be delivered in 30 to 60 seconds

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A script for using in elevator advertisements

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A formal pitch deck used with investors

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A one-word brand descriptor used in social media bios