Values

Tradition

Pureness

Natural

Naked

Quality

Trustiness

Brand Personality Spectrum

Personable and friendly--|-----------------------------------------------------------------Corporate, professional

Spontaneous, high energy------------------------------------------------------------|-Careful thinking, planning

Modern or high tech------------------------------------------------------------------------|-Classic and traditional

Cutting edge---------|------------------------------------------------------------------------------------------Established

Fun----|----------------------------------------------------------------------------------------------------------------Serious

Accessible to all-|---------------------------------------------------------------------------------------------------Upscale

Brand Voice Chart

Voice characteristic Description Do Don’t

Simple/Natural I am using a simple -Introduce new -No overload
language/words to products information
help customer choose -Natural brief of -No forcing to use my
his decision description products

Confident I am a leader in my -Presenting

position, and I am -Speaking information without
known what I am authoritatively back up
talking. The
knowledge-based
solutions
Transparent Open, honest and -Creating trustworthy -Avoiding
trustworthy friendship between communication
customers between customers
- Fail to respond