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Brand Voice & Messaging Guide

Brought to you by Botanical
Consistency in messaging can make or break a brand's perception. This guide assists you in defining the unique voice and message of your brand, ensuring that every communication resonates with your target audience and maintains brand integrity.


Reflect on your company's core values, culture, and unique selling points.
Fill out the brand voice table to define the characteristics of your brand's voice.
Develop key messaging components based on your brand's voice.
Use this guide to inform all communications: from marketing collateral to internal emails.

Brand Voice Table:
Brand Voice Attribute
E.g. Authentic
Genuine, honest communication without corporate jargon.
Share real stories; admit mistakes.
Use buzzwords; hide behind PR speak.
There are no rows in this table

Key Messaging Components:

Brand Promise: A single sentence that communicates the primary benefit and value of your product/service.
E.g. "Empowering creators to bring their visions to life."
Tagline: A memorable phrase that encapsulates the essence of your brand.
E.g. "Innovation in Every Creation."
Elevator Pitch: A brief, persuasive speech that you can use to spark interest in your organization. Should be concise and take only as long as a short elevator ride.
E.g. "At TechFlow, we've developed an AI-driven design tool that allows creators, both amateur and professional, to bring their visions to life in minutes."

Brand Messaging in Action:

Every piece of content should resonate with your brand voice. Whether it's a tweet, an email, or a billboard advertisement, ensure consistency.
Tweet: "Mistakes happen! Our latest update had a hiccup, but we've fixed it. Thank you for your patience! 🛠️ #AuthenticTechFlow"

Additional Resources:

Building a StoryBrand by Donald Miller
Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger

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