a brand identity consist of...

[zoran]

This is the definition given, when searching in Google for what a brand identiy consists of.

"Brand identity is the specific design and messaging a company uses, including logo, color scheme, typography, voice and tone. If you sell physical products, brand identity can also include tangible elements, such as the appearance and materials used in your packaging."

1. What is meant by voice and tone?
2. what is meant by "appearance and materials used in your packaging" ?
3. Is there a "Brand Identty" example i can have a look at and study?

 

[BeatCrazy]

Voice and tone is how companies interact and communicate with their customers. Do their ads/imagery/copy imply a playful or joking tone? Are the more serious? Informative? Empathetic? Loud and bold with their claims, or more subtle?

Packaging is similar. Notice how Apple’s packaging design is similar for all products. Heavy focus on white with only the product prominently featured. Only the bare minimum shown on specs or features.

Apple has a good and consistent brand identity for you to study.

 

[zoran]

Voice and tone is how companies interact and communicate with their customers. Do their ads/imagery/copy imply a playful or joking tone? Are the more serious? Informative? Empathetic? Loud and bold with their claims, or more subtle?

Thanks for the nice explanation, but would it be possible to give me a real example with the tone characteristics that you've informed me of?

 

[BeatCrazy]

Thanks for the nice explanation, but would it be possible to give me a real example with the tone characteristics that you've informed me of?

https://us.msi.com/Laptops

MSI’s tone to describe their laptops is aggressive, dominate and highlighting specific technical elements with the assumption that buyers inherently understand each components’ benefits.

MacBook Air 13-inch and MacBook Air 15-inch

MacBook Air 13- and 15-inch laptops, now with the superfast M3 chip, perfect for AI. Lightweight, with all-day battery life and Liquid Retina display.

www.apple.com

Apple’s tone is more enabler-oriented with implications that you’ll “love” the MacBook and only calling out specific technology when describing the benefits it will provide to the buyer.

 

[organicCPU]

There is an interesting theory about the four dimensions of tone of voice. Albeit focussed on copywriting, I´d say it can be transferred to branding, too. The four dimensions are:

• Formal vs. casual
• Serious vs. funny
• Respectful vs. irreverent
• Matter-of-fact vs. enthusiastic

from https://www.nngroup.com/articles/tone-of-voice-dimensions/