Brand Voice Strategy: Developing Tone and Personality
A course by Natasha ClarkBrand Strategist
A course by Natasha Clark, Brand Strategist
Connect with your audience by defining your brand's style guidelines, and discover how to infuse your brand voice into all of your marketing and communications
Just like your voice is an extension of your personality, a brand voice is an extension of a brand’s personality. It is also a way to connect with your audience in a way that is both meaningful and impactful. Through branding and storytelling techniques, Natasha Clark has helped define the brand voice for Under Armour and Pinterest.
In this course, Natasha reveals how to create a compelling brand voice strategy from scratch. Learn how to fully understand a brand and its audience, write a brand voice playbook, and discover the different places it can be used. Define and develop a compelling brand identity that truly resonates with people.
What will you learn in this online course?
12 lessons & 11 downloads
What Is Brand Voice?
3 minutes, 16 seconds
Understanding Your Brand Using SWOT
6 minutes, 17 seconds
Understanding Your Audience
2 minutes, 38 seconds
Brand Voice Principles
3 minutes, 2 seconds
Developing Your Brand’s Personality
6 minutes, 7 seconds
Tones for Your Brand Voice
6 minutes, 36 seconds
What's included in this course?
Begin by learning about Natasha’s creative journey to becoming Pinterest’s Director of Brand Voice, as she recounts a career spent working with some of the world’s leading artists and brands. Learn about some of the influences that have shaped Natasha, and how storytelling has always been at the heart of what she does.
Natasha then helps you understand what a brand voice is by defining the term, highlighting its benefits, and showing you some well-known examples. Learn how to conduct a SWOT analysis to gain a deeper knowledge of your brand, before Natasha shows you some techniques to research and better understand your audience.
Discover how to create a set of guiding principles that shape and define a brand voice strategy. Develop your brand’s personality further by defining the traits that make it distinctive. Natasha then reveals how to adjust a brand voice for different situations and create a set of detailed style guidelines.
Write and format a brand voice playbook by studying some of Natasha’s examples, then understand how to infuse your brand voice into all of your marketing and communications. Learn why a brand voice should evolve over time, and how to manage it. Natasha then draws upon her experience working with R&B artists, to show you how to develop a distinctive voice for a personal brand.
What is this course's project?
Create a brand voice playbook that you can use to develop communication and marketing materials.
Projects by course students
Who is this online course for?
This course is for artists, creatives, marketers, or anyone who want to create a compelling brand identity.
Requirements and materials
No previous experience is required.
You just need working knowledge of Google Docs and an interest in branding.
Reviews
- 7 months ago
Me ha gustado su naturalidad y personalidad explicando el proceso. Lo hace fácil
- 1 year ago
Muy interesante
- 1 year ago
Curso bem interessante. Aborda a construção do tom de voz da marca, citando exemplos e como se chega às definições da sua linguagem de marca. É um curso básico, mas foi essencial para o meu entendimento sobre o assunto.
- 2 years ago
Natasha's approach to imparting her knowledge is quite refreshing and authentic. Her pleasant personality and tone of voice makes her very personable. An in-depth section on verbal branding could definitely be a good addition to the course content.
- 2 years ago
Direta e criativa, esta professora fornece uma base sólida para a criação de guia de voz de marcas. Recomendo!
Natasha has worked on the creative direction for the RiskHappy lifestyle brand, casting for Red Bull Media House HΔSHTAG$ series, experiential installation for Art All Night DC festival, and content production for the Insight Timer app. She helped produce several music videos for R&B artists and managed his relationships with companies including Kodak, Lionsgate, Rocawear, and Grey Goose.
Content
- U1
Nice to Meet You
- About Me
- Influences
- U2
Brand Voice Basics
- What Is Brand Voice?
- Understanding Your Brand Using SWOT
- Understanding Your Audience
- U3
Let’s Get Started
- Brand Voice Principles
- Developing Your Brand’s Personality
- Tones for Your Brand Voice
- Style Guidelines
- U4
Let Your Brand Voice Be Heard
- What You Can Do With a Brand Voice Playbook
- Your Ever-Evolving Brand Voice
- Brand Voice for a Personal Brand
- FP
Final project
- Brand Voice Strategy: Developing Tone and Personality
What to expect from a Domestika course
Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
Certificates
PLUSIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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FAQs
A brand voice is the unique personality and style in which a brand communicates. It’s important because it ensures consistency, builds trust, and helps your business connect authentically with your target audience.
This course is designed for learners with some foundational knowledge of branding or marketing concepts, making it ideal for intermediate-level participants looking to deepen their expertise in brand voice development.
You’ll learn how to define and document your brand voice, apply SWOT analysis, develop brand personality, create communication guidelines, adjust tone for different audiences, and ensure messaging consistency across channels.
No special tools or software are required. You’ll need basic word processing and internet access to complete exercises and access course materials.
You’ll learn to create a brand voice playbook that documents tone, language, and guidelines, ensuring your messaging remains consistent on social media, email, customer service, and other platforms.
A SWOT analysis helps you identify your brand’s strengths, weaknesses, opportunities, and threats, informing a brand voice that highlights your strengths and addresses weaknesses in your communication.
The course guides you through selecting brand personality traits, using brand muses, and applying frameworks to define characteristics that authentically represent your brand’s values and style.