Brand voice is a design decision
The words in the interface are drawn as carefully as the mark.
5 min readBranding
Tone is a visual property
A button that says "Get started" and one that says "Begin" occupy different amounts of space, set differently, and imply different companies. Copy length is a layout constraint and a brand signal at once.
Write the extremes first
Draft the error messages and the empty states before the headline. A brand's character is most visible where things go wrong.
Consistency beats cleverness
One well-kept voice across a hundred small moments builds more recognition than a single memorable line in a campaign.
A brand's character is most visible where things go wrong.
—Try this
Rewrite three error messages in your product as though a specific person were speaking. Keep the one that still sounds right a week later.