What Is Brand Voice?

Brand voice is the steady personality organizations create in their communications across audiences and channels. An organization’s brand voice is recognizable and consistent. By speaking with a single voice, brands earn trust, increase familiarity, show and share their culture, differentiate themselves from the competition, and create enduring bonds with their audiences.

IC's Brand Voice

A direct expression of Ithaca College’s brand personality, IC’s brand voice is purposeful, adventurous, active, and imaginative.

Using IC's Brand Voice

Think about how a trail guide and seasoned expert would say things about IC. Apply IC’s brand voice in all communications. IC speaks in the voice of a trusted mentor and confidant who inspires others to find their way.

What Is Brand Tone?

Brand tone (unlike the unwavering quality of brand voice) changes depending on the communication, time, place, and audience. It’s the specific mood, attitude, or feeling we want to convey and conjure. Tone can be joyful, serious, humorous, formal, informal, or optimistic. But the tone we set in a communication should be intentional, aiming to evoke the emotions our audience experiences.

IC’s Tone Characteristics

Tone characteristics are guard rails that allow for flexibility in specific contexts while maintaining a steady voice. These characteristics can be dialed up or down to create the right tone depending on context and audience.

Approachable (but not desperate)
We are that welcoming, warm friend who isn’t trying too hard, yet greets you every time you run into them, leaving you wanting more.

Aware (but not judgmental) 
We keep up with what’s new and continually monitor what’s going on around our community—all to mindfully engage and inform without overwhelming or under-delivering.

Clever (but not crass) 
We are quick-witted, light-hearted, and engaging but never snarky at the expense of another, and it’s always at the right time.

Confident (but not boastful) 
We have an unapologetic, unruffled point of view. We are not afraid to be who we are, and we do it without being boastful. 

Curious (but not intrusive) 
We are for the open-minded, inquisitive, and innovative explorer. We look to pique interest across communications and to point conversations forward.

Passionate (but not overzealous) 
We love Ithaca and strive to help every member of the IC community to find their passion or purpose. It’s heartfelt and spirited—but not overbearing or excitable.

Real (but not harsh)
We won’t fall into the trap of “institution speak.” We show Ithaca as it is while remaining on the level with our language.