ABSTRACT
This chapter explores the brand voice phenomenon. It focuses on whether brands can/should have multiple voices and the importance of developing a brand voice that is authentic, ethical and operates with integrity. A brand’s voice cannot just be conveyed in words, because there is only so many words a reader can read and recall before the task becomes mundane and lack of engagement with the brand occurs. A brand’s attitude, which stems from a brand’s identity, refers to the personality of the voice a brand wants to project to its target audience. When consumers are given almost unprecedented freedom to voice their opinion about brands on the Internet and social media, the outcome is understandably not always positive. The chapter highlights exemplary practices of developing a brand voice which is distinct and resonates with the target market, as well as difficulties brands face when their brand’s voice is perceived to not be authentic, ethical and operating with integrity.
