Don't Take that Tone with Me: The Importance of Evidence-based Voice and Tone Strategy in Explosive Growth Technology Firms

Kind, funny, formal, serious. We all recognize loved ones’ voices without seeing their faces. Organizations are no different. Brand voice defines how customers view an organization and its products and serves as a critical part of well-designed user experiences. Voice can have real, long-term effects on an organization’s reputation and bottom line. This project explores the development of brand voice at Favor, an app-based, on-demand delivery company in Austin. I employ evidence-based methodologies to measure the perception of brand voice against the brand’s goals. Ultimately, I offer frameworks for refining that voice to align with customer desires and concerns.