IDENTITY

Brand Messaging & Voice

We define what your brand needs to say, how it should sound and which rules it should follow so people recognise the same voice wherever they encounter the business.

Unified Systems

brand voicebrand messaging strategybrand messaging frameworkmessaging frameworkbrand voice strategy

EUR 50 / hour

Request a Brand Messaging & Voice estimate

Complementary products

Brand Strategy Slogan & Tagline Creation Website Design & Development Social Media Content Google Ads Management Meta Ads Management Launch & Promotional Campaigns Content Creation

brand messaging / brand voice / tone of voice / verbal identity

These are separate products with their own pages and search ownership.

01PRODUCT READER

First screen

Messaging, voice, tone, vocabulary and writing style become a system that can be used across websites, social media, advertising, content, presentations and sales.

Once we understand what needs to be defined and how many communication contexts need to be covered, we estimate the amount of work required.

CTA support text:

Tell us what you are building or show us how the brand communicates today. We define what needs to be clarified and estimate the work required.

02PRODUCT READER

What problem does it solve?

A brand can have a clear strategy and a strong visual identity while still sounding different every time it communicates.

For a new brand, messaging and voice create a shared verbal language from the beginning for the website, content, social media, campaigns and sales.

For an existing brand, the product becomes useful when:

every channel uses different wording;

the core message changes from one page to another;

the team does not know how the brand should speak;

content sounds generic;

copy is too technical, too promotional or too impersonal;

different people write in completely different styles;

marketing and sales explain the offer differently;

the brand has a clear visual identity but no equally clear verbal identity;

content is produced regularly without shared rules;

the business has changed but the language used to describe it has not.

The goal is for the brand to communicate differently in different contexts without appearing to change personality every time.

03PRODUCT READER

What does the product do?

Brand Messaging & Voice turns the brand strategy and what the business needs to communicate into a repeatable verbal system.

We define:

primary messages;

secondary messages;

message hierarchy;

brand voice;

appropriate tones for different contexts;

preferred vocabulary;

wording we use;

wording we avoid;

writing rules;

practical examples.

The result helps everyone writing for the brand make decisions faster and maintain consistent communication.

04PRODUCT READER

What you receive

Depending on the scope, the product may include:

core brand message;

supporting messages;

message hierarchy;

messaging architecture;

how the brand introduces itself;

short brand description;

extended brand description;

brand voice pillars;

recommended tones for different contexts;

writing-style rules;

preferred vocabulary;

words and phrases to avoid;

do / don’t examples;

rules for headlines and short-form messaging;

rules for explaining products and services;

website examples;

social media examples;

advertising examples;

email or direct-communication examples, where relevant;

sales and commercial-presentation examples;

final documentation of the verbal system.

We do not deliver only a list of adjectives such as “friendly”, “professional” or “authentic”.

The rules need to be usable when someone actually sits down to write.

05PRODUCT READER

How we build the messaging and voice

1. We understand what the brand needs to communicate

We start with the business, offer, audience and existing strategy.

2. We analyse current communication

When materials already exist, we review how the brand is explained today and identify inconsistencies or contradictions.

3. We establish the message hierarchy

We define what needs to be understood first, what supports the core message and which information follows.

4. We define the brand voice

We establish the consistent characteristics of how the brand communicates.

5. We define tone

We adapt the voice to different situations without changing the identity of the brand.

6. We build vocabulary and writing rules

We define the wording, terminology and style rules that make communication recognisable.

7. We test the system in real contexts

We apply the rules to examples from websites, social media, advertising, content or sales.

8. We document the system

We organise the rules into a format that can be used by internal teams and external collaborators.

06PRODUCT READER

What we need from you

It helps to have access to:

information about what you do or sell;

Brand Strategy, if available;

current website;

sales presentations;

existing advertising;

social media content;

newsletters or relevant emails;

sales materials;

customer conversations or feedback, where relevant;

examples of communication you like or dislike;

the contexts in which the brand needs to communicate.

If the brand is starting from zero, you do not need to arrive with the messaging or voice already defined.

That is what we build.

If fundamental strategic decisions are missing, we identify them and determine whether Brand Strategy should be developed as well.

07PRODUCT READER

Frequently asked questions

How much does Brand Messaging & Voice cost?

The service costs EUR 50 / hour.

The number of hours depends on the complexity of the brand, audience segments and communication contexts that need to be covered.

What do I receive at the end?

You receive a documented verbal system that may include core messages, message hierarchy, brand voice, tones, vocabulary, writing rules and practical usage examples.

Does it include full website copy?

Not as a standard part of this product.

The actual website copy is created through Website Copywriting or is included when we build a complete website according to the approved project configuration.

Does it include a slogan?

Not automatically.

Slogan creation is a separate product: Slogan Creation.

Brand Messaging & Voice can establish the verbal direction from which the slogan should emerge.

Is it the same as Brand Strategy?

No.

Brand Strategy defines positioning and what the brand needs to represent.

Brand Messaging & Voice defines how the brand expresses those things.

Is it the same as tone of voice?

Tone of voice is one part of the product.

The product also covers messaging, message hierarchy, stable brand voice, vocabulary and writing rules.

Can we use the rules for social media?

Yes.

The verbal system is designed so the voice can adapt across different formats and contexts.

Can external copywriters or agencies use the document?

Yes.

That is one of its main purposes: anyone writing for the brand should be able to understand how the brand needs to communicate.

08PRODUCT READER

Brand Messaging & Voice is not Brand Strategy

Brand Strategy

Defines positioning, audiences, value proposition, differentiation and strategic direction.

Brand Messaging & Voice

Turns that direction into the concrete way the brand communicates.

Brand Strategy may define:

what customers need to understand.

Brand Messaging & Voice defines:

how that idea should be expressed consistently.

If positioning, value proposition or other fundamental strategic decisions are unclear, they need to be clarified before or alongside this product.

09PRODUCT READER

Brand Messaging & Voice is not Copywriting

This product defines the verbal system.

Copywriting uses that system to create specific pieces of communication.

For example:

Brand Messaging & Voice can define:

how the offer should be explained;

how the brand should sound;

which terms are preferred;

which terms are avoided;

which message has priority.

Website Copywriting uses those rules to write the actual website pages.

This allows the same verbal system to be reused across hundreds of different pieces of content without redefining the brand each time.

10PRODUCT READER

Brand voice and tone are not the same thing

Brand voice

Brand voice is the stable layer.

It describes the overall character of the communication.

For example, a brand may be:

direct;

clear;

calm;

technical;

accessible;

energetic.

We do not select these characteristics simply because they sound attractive.

They need to fit the brand and its audience.

Tone

Tone can change depending on context.

The same brand may communicate:

more briefly in an advertisement;

more thoroughly on an educational page;

What messaging architecture means

Not everything about a brand needs to be communicated at the same time.

Messaging architecture establishes the priority of information.

Core message

What a person should understand first.

Supporting messages

Explain and support the core message.

Differentiators

Show why the offer is distinct or relevant.

Evidence and explanation

Support the messaging when more context is required.

Product- or audience-specific messages

Adapt the communication to specific situations without losing the central direction.

This prevents the brand from trying to say everything at once.

12PRODUCT READER

How it integrates into the business

Messaging and voice become useful everywhere the brand communicates.

Website

They help define headlines, explanations, CTAs and the way the offer is presented.

Social media

They create continuity between content published on different days, months or campaigns.

Content

They provide rules for articles, editorial materials, video and other formats.

Google Ads and Meta Ads

They help campaigns use messaging that remains connected to the rest of the brand.

Sales

Presentations, proposals and sales conversations can explain the business using the same logic.

Email and direct communication

The brand can remain recognisable even in short or operational messages.

Support

Tone can adapt to sensitive situations without the brand sounding like a completely different organisation.

A strong verbal system allows multiple people to communicate for the same brand without sounding like different brands.

13PRODUCT READER

How much does Brand Messaging & Voice cost?

EUR 50 / hour

The total cost depends on the complexity of the brand and the number of communication situations that need to be defined.

The amount of work may be influenced by:

whether Brand Strategy already exists;

number of products and services;

number of audience segments;

number of relevant channels;

amount of existing content;

level of inconsistency in the current communication;

number of practical examples required;

multiple brands or sub-brands;

complexity of the messaging architecture.

Once we understand the project, we estimate the required number of hours.

14PRODUCT READER

Individual product or part of a System

Brand Messaging & Voice can be purchased independently.

It can also be one component of a wider System, for example:

Brand Strategy;

Brand Messaging & Voice;

Visual Identity;

Website Design & Development;

Content;

Social Media;

Launch and Promotion.

When several components are developed together, research, strategic context and certain decisions are shared.

Because of this, the cost of the component inside a System may differ from purchasing it completely independently.

The exact cost is established after the System configuration is defined.

15PRODUCT READER

How long does it take?

The timeframe depends on the complexity of the communication system and the number of contexts that need to be covered.

A brand with one offer and a small number of channels requires less time than a business with many services, audience segments and teams communicating in different situations.

The timeframe is estimated together with the required number of hours once the project scope is understood.

Brand Messaging & Voice

Your privacy matters